Fresh Profile: Public Relations Jobs

Published on 2008-05-16

Unfortunately for public relations specialists, their profession tends to get the most attention when it's helping clients at their worst. When a corporation is accused of running overseas sweatshops or a celebrity has his or her DUI mugshot displayed on TMZ, the oft-used term "public relations disaster" can make it seem that public relations jobs are a bit like working for FEMA. Yet public relations involves far more than damage control. PR professionals help individuals, organizations, businesses and governments to maintain effective communication with their clients, constituencies and target audiences. PR specialists build relationships with media and community figures, write press releases, orchestrate press conferences, plan special events, and perform countless other tasks to maintain and enhance the public image of their employer/s.

There are many different specialties that exist under the rubric of PR jobs. PR reps may focus on media, government, community or employee relations. Specialized public relations companies known as boutique firms may offer expertise in a specific industry or a medium such as television or the Internet. Hybrid positions such as PR marketing jobs might also require knowledge of a particular product market or demographic sector.

The image-conscious nature of the public relations industry can make it a high-stress occupation; PR reps must be able to keep their cool under pressure. Superb communication skills are also essential. Success in public relations involves a mix of the skills required for marketing, administration and writing jobs, among others.

A bachelor's degree in public relations, journalism, English, communication or marketing is standard for entry-level PR reps. A minor or major in business administration, sociology, psychology, computer technology or similar courses of study is also helpful. Competition for entry-level jobs is very high, and many graduates rely on internships to gain experience or get a foot in the door at leading PR firms or large companies. Some professionals also use experience gained from sales jobs or media jobs to make a career change into the public relations field.

Skilled public relations representatives may advance over time into senior executive positions. PR reps who have been in the industry for at least five years can become accredited professionals by passing an examination offered by either the Public Relations Society of America (earning the designation APR for Accredited in Public Relations) or the International Association of Business Communicators (which offers the designation ABC for Accredited Business Communicator). These designations and/or a master's degree are common choices for ongoing career education in the PR sector.

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