Whether they are meeting with reporters… helping to expand a client’s online presence… or crafting public statements… public relations—or PR—specialists create and maintain a favorable public image for the client they represent. Also called media specialists or —when they work in government— press secretaries, PR specialists handle an organization’s communication with the public. In government, they inform the public of government officials’ and agencies’ activities. Public relations specialists draft press releases and contact media who might print or broadcast their material. Many news stories start at the desks of PR specialists. Press releases typically discuss an issue of public interest and how an organization’s work affects that issue. Most of the time PR specialists work in offices, but they also deliver speeches, attend community activities, and occasionally travel. They tend to work full time during regular business hours but long workdays and overtime are common. Most PR specialists need a bachelor’s degree. Employers prefer candidates who have studied public relations, journalism, communications, English, or business. Internships in a PR role, experience writing for a college newspaper, or holding a leadership position in student activities can be helpful in getting a PR job.
What they do:
Promote or create an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media. May specialize in using social media.
On the job, you would:
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Post and update content on the company's Web site and social media outlets.
Communications
multimedia
Arts and Humanities
English language
Business
customer service
management
Engineering and Technology
computers and electronics
Basic Skills
listening to others, not interrupting, and asking good questions
talking to others
Social
understanding people's reactions
changing what is done based on other people's actions
Problem Solving
noticing a problem and figuring out the best way to solve it
Verbal
listen and understand what people say
communicate by speaking
Ideas and Logic
notice when problems happen
use rules to solve problems
People interested in this work like activities that include leading, making decisions, and business.
They do well at jobs that need:
Attention to Detail
Integrity
Initiative
Dependability
Persistence
Adaptability/Flexibility
You might use software like this on the job:
Web page creation and editing software
Facebook
WordPress
Graphics or photo imaging software
Adobe Systems Adobe Creative Cloud software
JamBoard
Web platform development software
Cascading style sheets CSS
Drupal
bachelor's degree usually needed
Get started on your career:
New job opportunities are very likely in the future.