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Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.Duties
Public relations specialists typically do the following:
Public relations specialists, also called communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.
Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does concerning that issue.
Press releases are increasingly being sent through the Internet and social media, in addition to publication through traditional media outlets. Public relations specialists are often in charge of monitoring and responding to social media questions and concerns.
Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.
Public relations specialists typically need a bachelor’s degree. Employers prefer candidates who have studied public relations, journalism, communications, English, or business.Education
Public relations specialists typically need a bachelor’s degree in public relations, journalism, communications, English, or business. Through such programs, students produce a portfolio of work that demonstrates their ability to prospective employers.Training
Entry-level workers typically begin by maintaining files of material about an organization’s activities, skimming and retaining relevant media articles, and assembling information for speeches and pamphlets. After gaining experience, public relations specialists begin to write news releases, speeches, articles for publication, or carry out public relations programs.Other Experience
Internships at public relations firms or in the public relations departments of other businesses can be helpful in getting a job as a public relations specialist.
Some employers prefer candidates that have experience communicating with others through a school newspaper or a leadership position in school or in their community.Important Qualities
Interpersonal skills. Public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly to maintain a favorable image for their organization.
Organizational skills. Public relations specialists are often in charge of managing several events at the same time, requiring superior organizational skills.
Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Speaking skills. Public relations specialists regularly speak on behalf of their organization. When doing so, they must be able to clearly explain the organization’s position.
Writing skills. Public relations specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.
Average Length of Employment
Top Careers Before Publication Specialist
Top Careers After Publication Specialist
Hispanic or Latino10.2%
Black or African American1.0%
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University of Phoenix9.8%
University of South Florida7.2%
Florida State University6.5%
Brigham Young University5.9%
University of Central Florida5.9%
Pennsylvania State University5.2%
University of Washington5.2%
University of Florida4.6%
University of Wisconsin - Whitewater3.9%
New York University3.9%
California State University - Fullerton3.9%
University of North Florida3.9%
University of Maryland - College Park3.9%
Arizona State University3.9%
Virginia Commonwealth University3.9%
Unfortunately we don’t have enough data for this section.
|Job Title||Company||Location||Start Date||Salary|
|PR Specialist||TOUS Les Jours||Hartsdale, NY||Jul 30, 2015||$86,000|
|Localization Technical Publications Specialist||Autodesk, Inc.||San Francisco, CA||Jun 01, 2011||$81,328 -
|Marketing Comm/PR Specialist 2||Oracle America, Inc.||CA||Sep 14, 2013||$80,000|
|Marketing & PR Specialist||Supramedical LLC||Sunrise, FL||Jun 21, 2016||$74,506|
|Presence PR Specialist||Diesel USA, Inc.||New York, NY||Sep 21, 2016||$73,798|
|PR Specialist||Moguldom Media Group||New York, NY||Jan 14, 2015||$73,798|
|Presence PR Specialist||Diesel USA, Inc.||New York, NY||Sep 21, 2013||$73,798|
|PR Specialist||Outsidepr LLC||Sausalito, CA||Mar 01, 2014||$70,000|
|PR Specialist||219 Mulberry LLC||New York, NY||Dec 14, 2015||$70,000|
|Internation PR Specialist||Airbnb, Inc.||San Francisco, CA||Aug 01, 2015||$68,000|
|PR Specialist||Columbus Asia Market||Columbus, OH||Jan 08, 2016||$66,241|
|PR Specialist||Cleveland Asian Supermarket Inc.||Columbus, OH||Jan 08, 2016||$66,074|
|PR Specialist||New York General Consulting||New York, NY||Oct 24, 2016||$65,000|
|Marketing and PR Specialist||Myriad Travel Marketing||Los Angeles, CA||May 22, 2015||$65,000|
|PR Specialist||Jing Gastroenterology & Hepatology PC||NY||Feb 09, 2016||$54,954|
|PR Specialist||China XD Plastic Company Limited||New York, NY||Sep 02, 2015||$53,520|
|PR Specialist||Huntington Reproductive Center Medical Group||Newport Beach, CA||Oct 16, 2014||$52,000|
|Technical Publication Specialist||Autodesk, Inc.||Greenbelt, MD||Mar 18, 2011||$51,251 -
|PR Specialist||Hall Pr LLC||New York, NY||Nov 23, 2016||$50,000|
|Marketing and PR Specialist||Coherix, Inc.||Ann Arbor, MI||Sep 16, 2016||$48,651|
|Marketing and PR Specialist||Coherix, Inc.||Ann Arbor, MI||Sep 09, 2016||$48,651|
|Global Publication Specialist||Caterpillar Global Mining LLC||South Milwaukee, WI||Dec 15, 2011||$48,403|
|Media & PR Specialist||Myriad Marketing||Los Angeles, CA||Aug 15, 2014||$41,844|
|PR Specialist||Mutual Trading Co Inc.||Los Angeles, CA||Sep 09, 2014||$41,761|
|PR Specialist||Law Offices of James S Hong||Los Angeles, CA||Sep 06, 2014||$41,761|
|PR Specialist||Easy-Go Inc.||Azusa, CA||Sep 08, 2015||$41,761|
|PR Specialist||Global Energy Solution Group LLC||Fort Lee, NJ||Sep 15, 2014||$41,740|
|PR Specialist||Chong Hing Premier Jewelers Incorporated||Santa Clara, CA||Oct 01, 2013||$41,740|
|PR Specialist||Atlantic Led Inc.||Ridgefield, NJ||Sep 22, 2015||$41,740|
|PR Specialist||Chineseinvestors.Com Inc.||NY||Jun 19, 2015||$41,621|
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