Explore jobs
Find specific jobs
Explore careers
Explore professions
Best companies
Explore companies
Job outlook for publicists in the United States
Are publicist jobs in demand?
Publicist job and salary trends over time
Publicist jobs over time
Publicist job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 2,120 | 0.00% |
| 2020 | 2,136 | 0.00% |
| 2019 | 2,138 | 0.00% |
| 2018 | 2,088 | 0.00% |
| 2017 | 2,042 | 0.00% |
Average publicist salary over time
Publicist salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $50,679 | $24.36 | +2.7% |
| 2025 | $49,340 | $23.72 | +1.9% |
| 2024 | $48,412 | $23.27 | +1.2% |
| 2023 | $47,847 | $23.00 | +2.2% |
| 2022 | $46,814 | $22.51 | +2.2% |
Publicist jobs by state
Most common states for publicists
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 107 | 15% |
| 2 | Virginia | 8,470,020 | 176 | 2% |
| 3 | Massachusetts | 6,859,819 | 143 | 2% |
| 4 | Utah | 3,101,833 | 72 | 2% |
| 5 | Nebraska | 1,920,076 | 31 | 2% |
| 6 | South Dakota | 869,666 | 18 | 2% |
| 7 | Alaska | 739,795 | 17 | 2% |
| 8 | Delaware | 961,939 | 16 | 2% |
| 9 | Vermont | 623,657 | 15 | 2% |
| 10 | Wyoming | 579,315 | 13 | 2% |
| 11 | California | 39,536,653 | 384 | 1% |
| 12 | New York | 19,849,399 | 292 | 1% |
| 13 | Texas | 28,304,596 | 230 | 1% |
| 14 | New Jersey | 9,005,644 | 90 | 1% |
| 15 | Maryland | 6,052,177 | 79 | 1% |
| 16 | Washington | 7,405,743 | 76 | 1% |
| 17 | Minnesota | 5,576,606 | 72 | 1% |
| 18 | Oregon | 4,142,776 | 53 | 1% |
| 19 | Nevada | 2,998,039 | 29 | 1% |
| 20 | Connecticut | 3,588,184 | 28 | 1% |
Most common cities for publicists
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Beverly Hills | 1 | 3% | $56,383 |
| 2 | Bloomington | 1 | 1% | $38,975 |
| 3 | Burbank | 1 | 1% | $56,439 |
| 4 | New York | 3 | 0% | $54,701 |
| 5 | Detroit | 1 | 0% | $37,410 |
| 6 | Los Angeles | 1 | 0% | $56,325 |
| 7 | San Diego | 1 | 0% | $54,697 |
Publicist job outlook: Expert opinions
Our panel of publicist experts
Grand Valley State University
Winthrop University
Denison University
Texas A&M University - Corpus Christi
Bowie State University
California State University - Long Beach
Point Loma Nazarene University
San Francisco State University
Loyola University New Orleans
Hope College
University of Texas at Austin
University of Akron
Seattle University
What general advice would you give to a Publicist?
Matthew Turner Ph.D., M.B.A.: People like the flexibility and excitement that can come with being a communication specialist. You can often meet interesting and important people and travel to new places. You can get new challenges frequently so you don’t fall into a rut. One of the things that people dislike about being a communication specialist is that it can sometimes feel amorphous. They might wonder what are the most important things to learn, what skills, tools, software, etc. are most valuable and how will changing technology make that knowledge obsolete? It often involves retraining and evolving job responsibilities and positions.
What Publicist skills would you recommend for someone trying to advance their career?
Matthew Turner Ph.D., M.B.A.: It would impossible to say what an average Communication Specialist does since Communication is such a diverse field. The tasks that a professional would do would depend largely on the type of specialist they are and may well depend on seasonal factors or specific events. That person could work in HR, Corporate Communication, Sales, Public Relations, Media, Advertising, or a host of other fields. As someone entering the field you may well be learning from someone else the specifics of your job. You may also be asked to jump right in and create new communication campaigns or continue old ones with little training particularly in smaller businesses.
What general advice would you give to a Publicist?
Kimberly Lauffer: Public relations practitioners work in many different types of organizations, so it's hard to generalize a typical day. However, some activities include clipping (physically or electronically) mentions of their organization and its employees, coordinating interviews between media outlets and experts, identifying good internal stories and writing them, collecting B-roll for video news releases, identifying good external stories and pitching them to media outlets, monitoring social media, heading off or dealing with crises, etc. At the entry level in large academic, corporate, or agency-based organizations, a PR practitioner might have a very specialized role but in small or non-profit organizations, she might be a Jill-of-all-trades. Crucial public relations skills include writing, oral communication, critical thinking, and time management.
What general advice would you give to a Publicist?
Dr. Joy Daggs: I think making yourself the most well-rounded candidate you can be is the best way to maximize your salary potential. Try lots of things in your undergraduate experience. What you think you want to do as a freshman may not be as appealing after you try it. Most jobs do not require only one skill, so having a variety of skills where you can plug in several places in an organization is helpful. Even if you want to go into something like event planning, you still need writing skills, design skills, interpersonal skills, etc. to do that job effectively.
Don't be afraid to negotiate your salary. There are workshops from organizations such as AAUW (American Association of University Women) to help you build those skills.
What will help Publicists increase their earning potential?
Dr. Joy Daggs: I have quite a bit of advice:
1. Get as much experience as an undergraduate as possible. Many programs require internships, but even if they don't, seek opportunities to get experience. Take leadership roles in student organizations. Even if it's not specifically a 'public relations' entitled position, anything where you practice your skills is helpful. Even if you need to work a job in retail or service, those jobs still provide important benefits other than a paycheck. Don't discount your experiences!
2. Don't pass up opportunities to meet professionals. Many schools and departments bring their alumni on campus or do virtual events so that you can meet and chat with professionals. Even if it's not required for class, GO. You never know when a casual conversation may lead to an internship or an important professional connection.
3. Use your LinkedIn profile to your advantage. Make sure you have a professional picture that shows you in your best light. Follow organizations that you want to work for and other professional organizations related to your interests. I know of people getting interviews based off of LinkedIn interactions. Check your other social media accounts to make sure that you are not presenting yourself poorly. Most likely, organizations will Google you or look up your personal social media. There are reports of students losing opportunities because of poor social media choices.
What Publicist skills would you recommend for someone trying to advance their career?
Dr. Alice Veksler Ph.D., BCPA: Practice your interpersonal skills and think about how what you have learned in your coursework translates to your chosen field of work. Teamwork, conflict resolution, social media savvy, and professionalism can make or break a career. Being able to articulate and demonstrate mastery of these skills with concrete examples during an interview can help land the job and then embodying the skillset of an excellent communicator will lead to professional success. Networking is also key so making sure that you do internships and engage with others in your chosen field helps with securing a job. Forging connections early in one's career can pay massive dividends down the road. We say that 'you get jobs by talking to people' and this maxim is especially true for a broad field like communication studies. Finally, I always encourage a healthy work-life balance to avoid burnout and maximize productivity.
What Publicist skills would you recommend for someone trying to advance their career?
Dr. Mikhila Wildey PhD: I think the ability to engage and connect with people will be very important in the field as we shift more and more to a culture that is driven by AI. Although AI can be a useful tool, it likely won’t ever fully replace the value of human interaction and connection. In addition, employers often comment that they want to see employees with strong work ethic, and I think this will continue to be the case in 3-5 years. Having a strong work ethic can separate the people that move forward in their careers to those who remain stagnant.
What will help Publicists increase their earning potential?
Dr. Mikhila Wildey PhD: My general advice for a graduate beginning their career in the field is to work hard, stay open-minded, and network! Most employees won’t stay in the same position for their entire career, and so I often tell graduates to not get too hung up on the first job needing to be the 'perfect' job for them. Often, the first job will be a place where they learn how to navigate the workplace, learn about their own strengths/weaknesses, and figure out what they like and don’t like. I encourage graduates to use this information to help them make decisions about the next steps in their career. And, if they are working hard and networking with people at their job, then opportunities will often times present themselves or be more available to them as they navigate their future career path.
Bonnye Stuart
Internship Coordinator, Speech Communication Coordinator, Study Abroad Adviser, Integrated Marketing Communication InstructorWinthrop University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Publicist?
Bonnye Stuart: First of all – have an e-portfolio of your work to show what you can do! Share that during the interview. Build trust with your employer during the interview stage that you have the skills and can-do attitude necessary to be an asset to his/her company! Be willing to go the extra mile, take on extra tasks, work long and hard on projects – all without asking if you will be paid extra for doing this!
What Publicist skills would you recommend for someone trying to advance their career?
Dr. Charles St-Georges Ph.D.: With American K-12 education continuing to gut the humanities and stress the importance of a STEM-only education (which is a false either/or choice, by the way), and with each new generation of college students having fewer and fewer social skills and poorer mental health due in part to an increasingly unhealthy relationship with technology, the workforce will increasingly be looking for college graduates who have people skills: effective communicators who are emotionally intelligent, culturally aware, and adept at encountering difference and navigating human complexity. A.I. is not going to provide these skills—especially when it comes to the cross-cultural communication that this increasingly globalized world will require. A quick A.I. translation from language A to language B is not going to facilitate the kind of contextually-savvy, culturally and historically-aware communication needed to combat climate change, deal with the next pandemic, or avert a major armed conflict. Or even effectively sell products, for that matter.
Sheryl McMillan
Senior Research and Outreach Development OfficerTexas A&M University - Corpus Christi
Registered Nursing, Nursing Administration, Nursing Research And Clinical Nursing
What general advice would you give to a Publicist?
Sheryl McMillan: We would like to please review your article prior to publication.
What Publicist skills would you recommend for someone trying to advance their career?
Dr. Rochelle Daniel: My general advice to a graduate who transitions into that first professional job in the Communication field is similar to advice I give Communication students for navigating internship workspaces (Communications Internship Handbook: What HBCU Students Need to Know, 2022). Be intentional about learning the organizational or office culture, really listen to find out what is expected of you, be flexible and adaptable when there are changes in workflow, and don't be afraid to ask questions.
What general advice would you give to a Publicist?
Dr. Nick DiFrancesco: Communication- many grads lack even basic communication skills such as presenting, writing, or conversation; the industry is going to be seeking out not just the best and brightest, individuals who are personable, can relate and have rational discussions with others. The inability to engage in conversation and debate, or network with others is a serious issue among students, and these are skills that are absolutely vital to any professional.
What will help Publicists increase their earning potential?
Dr. Nick DiFrancesco: Be reliable and willing to do different things. You don’t know where your best suited after graduation, but demonstrating that you can be counted on is not easily forgotten by most employers. Similarly, employees who decide to pigeon-hole themselves into a narrow set of tasks are rarely asked to do much beyond that, and can impede the progress in one’s career.
Dr. Nancy Meyer MA MA PhD
Lecturer in ClassicsCalifornia State University - Long Beach
Classics And Classical Languages, Literatures, And Linguistics
What will help Publicists increase their earning potential?
Dr. Nancy Meyer MA MA PhD: Do the research! And, be able to clearly articulate your value. This is especially true for women, and doubly so for women of color who most often get shafted on salary! Women are never assumed to be needed or intelligent in the same way that (white) men are. We have to make our case with data. Know your value, but don’t assume anyone else will know it. Do the research and find out what people at your level in that field get paid and then MAKE YOUR CASE, clearly.
Margarita Pintado Burgos Ph.D.
Professor of SpanishPoint Loma Nazarene University
Romance Languages, Literatures, And Linguistics
What Publicist skills would you recommend for someone trying to advance their career?
Margarita Pintado Burgos Ph.D.: I think the most important skills have remained the same for a while, and they will continue to be prevalent in the near future. To read well, to synthesize information, to interpret content with a critical eye, to serve as bridge between different groups of peoples and cultures, to create compelling content, to offer diverse perspectives, to discern (for example) between fake news and real news, are some of the skills I think will be prevalent in the next 3-5 years.
What general advice would you give to a Publicist?
Dr. Geri Merrigan: I advise them to think about half a dozen situations in which they have been both happy and effective, and ask themselves, "Which of my skills or capacities contributed to me being happy in those situations? What made me effective?" Then, find out which industries and organizations most need those skills and capacities. I got this exercise from Richard Bolles’ book, What Color is Your Parachute?
What Publicist skills would you recommend for someone trying to advance their career?
Dr. Geri Merrigan: Listening, empathy, and perspective-taking remain as important as ever, because change is the only certainty, and globalization connects us to people quite different from ourselves. That means skills for inclusive communication matter – analyzing an audience and crafting messages for diverse stakeholders. Finally, understanding the technology (especially AI) that is most consequential for your industry/sector, for Communication Studies majors, means understanding current events, reading about AI, and evaluating the credibility of what you read.
Jeffrey Ory
President & CEO, il Stratega Marketing & Public Relations, Adjunct ProfessorLoyola University New Orleans
Public Relations, Advertising, And Applied Communication
What will help Publicists increase their earning potential?
Jeffrey Ory: Starting a career in public relations can be an exhilarating journey, filled with opportunities to shape perceptions and craft compelling narratives. As you embark on this path, there are a few foundational strategies that can enhance your success in the dynamic field of PR. First and foremost, cultivating a robust network is essential. The heart of public relations lies in forging strong connections. Engage actively with colleagues, journalists, and industry professionals. This can be achieved by attending industry events, participating in relevant organizations, and maintaining a vibrant presence on professional social media platforms like LinkedIn. These relationships will not only provide valuable insights and opportunities but also support your growth in the field. Equally important is honing your communication skills. In public relations, your ability to articulate ideas clearly and persuasively is paramount. Dedicate time to refining your writing and speaking abilities, ensuring you can deliver clear, concise, and compelling messages tailored to various audiences and media formats. This skill set is your toolkit, enabling you to convey your clients' messages effectively and resonate with your target audience. Staying informed cannot be overlooked. The landscape of public relations is constantly influenced by shifting industry trends, breaking news, and technological advancements. By keeping abreast of these changes, you can better anticipate and meet the needs of your clients and the media, thus solidifying your role as a knowledgeable and indispensable asset. Practical experience is another cornerstone of a successful PR career. Seek out internships or entry-level positions within PR agencies or in-house teams. These opportunities are invaluable for understanding the industry's dynamics from the inside out, providing a real-world context to the theories and strategies learned in academic settings. Lastly, embracing a proactive and creative mindset is crucial. Public relations thrive on innovation and initiative. Be ready to propose new ideas, tackle challenges with creative solutions, and manage crises with agility and poise. Your ability to think outside the box and act decisively in high-pressure situations will set you apart in the fast-paced world of public relations.
What general advice would you give to a Publicist?
Jayson Dibble Ph.D.: Until we learn to read minds directly (Vulcan mind meld, anyone?), we will always need communication. Put simply, communication is necessary precisely because we can't read each other's minds. And because getting two people's brains to sync is tricky business, there will always be missteps and gaps and mistakes (miscommunications, if you will). Those mistakes can seriously hurt a relationship or a company's bottom line. And since humans are social critters by nature, it absolutely behooves us to learn as much as we can about communication both to build stronger personal relationships and to do better business. Medical schools, for example, are preferring applicants with communication training to assist in their bedside manner. And many businesses are hiring communication experts because of their abilities to listen to and empathize with clients, to really understand the clients' needs, and so on.
What will help Publicists increase their earning potential?
John Daly: There are so many tasks depending upon your major in Communication. For example: Communication Studies: Sales, HR, Hospitality, General Management, PR; Crisis communication Radio, Television & Film: Production, Directing, Acting, Script-writing Journalism: Writing for news outlets, Editing Advertising: Copywriting, Creative advertising, Placement; Web design Speech and Hearing Sciences: Audiology, Stuttering, Stroke recovery, Language acquisition
What will help Publicists increase their earning potential?
Dr. William Gruen Ph.D.: Think broadly about the skills developed through coursework and not limit career path to jobs specifically engaged with religion. The ability to think abstractly and critically will be highly sought after skills.
What will help Publicists increase their earning potential?
Andrea Meluch Ph.D.: Research your career field and understand the qualifications employers are looking for and make sure you have them through education and experience.
What will help Publicists increase their earning potential?
Dr. Megan Birk: I would suggest marketing the skills that come with a history degree, instead of focusing entirely on the knowledge. Both are important and valuable, but employers often indicate that the skills that come with history degrees are aligned with a wide range of jobs and careers. History jobs and jobs that recruit history majors are often more concerned about the skill set than the specific knowledge base.
Jim Clune
InstructorSeattle University
Communication Department
What hard/technical skills are most important for Publicists?
Jim Clune: Communication skills (verbal and written, especially written) are the critical baseline for a successful career in PR. PR is still about communication and content, even in an era of digital media, memes, and emojis.
Social media management ability is also critical, particularly for entry-level PR positions. Most employers recognize Millennials and, even more, Gen Z are true social media natives and rely on younger, junior staff to navigate their social media accounts. It would be particularly impressive if applicants demonstrate their ability to understand and use Google Analytics, social media analytical tools, media aggregators, and monitoring tools.
An ability with media relations, both digital and traditional, is another critical skill simply because most PR clients demand it. As a result, PR agencies prioritize applicant resumes that showcase experience and accomplishment in successfully generating earned media for their clients and organizations. For this reason, internships that provide an opportunity for students to demonstrate their ability with media relations are highly valuable.
Measurement and research skills are vital as well, although many students might neglect them. As a result, knowledge of basic statistics could set a candidate apart from many other PR majors. It is also necessary that students know how to conduct primary research (both qualitative and quantitative) and interpret the results for the clients.