An organization’s messaging, both subtle and overt, is everywhere. From print to social media, public relations specialists help manage their clients’ public image through messaging, promoting a favorable impression to encourage audience alignment with the individual, brand or organization.
Because their job revolves around effectively creating and sharing messages, public relations specialists must have strong communication skills. With a bachelor’s degree in communication, individuals pursuing a career as a PR specialist can develop these skills and prepare themselves for a varied, rewarding career.
What Is a Public Relations Specialist?
Public relations specialists curate their clients’ public image. Through social media and press releases, they work to establish a positive reputation among their clients’ target audiences. PR specialists work in a wide range of industries, from advertising and politics to education and health care.
Main Responsibilities for Public Relations Specialists
While a PR specialist’s responsibilities can vary depending on their industry, the following are some typical day-to-day tasks:
- Writing press releases and speeches
- Contacting and maintaining relationships with media outlets and representatives
- Developing and sharing media kits with outlets
- Arranging interviews for, and providing content to, client representatives
- Drafting promotional material and persuasive marketing
- Organizing and marketing promotional events
- Monitoring and evaluating client traction on various social platforms
- Gauging public opinion on clients through surveys, polls and online platforms
- Promoting a positive impression of clients through social and print media
Since much of a public relations specialist’s job relies on public engagement, they need to have a talent for spotting emerging social trends and finding unique ways to make their clients’ messaging resonate with audiences. This can be challenging in a media landscape often highly saturated with competing brands, organizations or individuals.
How to Become a Public Relations Specialist
Public relations specialists play a multifaceted role in brand management, which requires a diverse skill set. The right education and hands-on experience can support individuals seeking a career in the field.
Complete a Bachelor’s Degree Program
Public relations specialist positions often require candidates to have a bachelor’s degree in communication, public relations, journalism or a related area. Those interested in a particular industry, such as politics or health care, can benefit from incorporating related courses into their curriculum.
Courses in professional writing and marketing principles are always useful additions to a student’s curriculum regardless of the industry they intend to work in, as both writing and marketing are integral parts of the PR specialist role.
Gain Hands-On Experience
In addition to coursework, industry experience helps students expand their understanding of public relations and related skills. Internships are a valuable opportunity for students to gain hands-on experience and put their classroom training into practice. Entry-level roles such as the following, which focus on communications, marketing and media relations, can be stepping stones to becoming a PR specialist:
- Communications assistant
- Account coordinator
- Promotions coordinator
- PR assistant
- Social media coordinator
Internships and entry-level jobs are also excellent networking opportunities for undergraduate students and can even lead to full-time positions.
Explore Different Areas of Public Relations
Students should identify which type of PR they enjoy so that they can align their academic journey with their career goals. For example, while a specialist in advertising might work primarily on branded ad campaigns, one working in government might focus on expanding the reach of government programs.
Earn a Certification
While not necessarily required, earning a certification from a professional industry organization can help students stand out to prospective employers. For example, PR specialists may choose to earn the accreditation in public relations (APR) credential from the Public Relations Society of America or the certified public relations professional (CPRP) credential from the American Institute of Business and Management.
Public Relations Specialist Career Outlook and Salary
The U.S. Bureau of Labor Statistics projects positions for public relations specialists to increase by 6% between 2023 and 2033, faster than the 4% average for all occupations.
This increase in PR specialists is expected due to organizations’ constant need for effective public outreach. As the internet continues to change how companies engage with audiences, public relations specialists will help adapt their messaging to maintain brand reputation and relevancy.
The median annual salary for public relations specialists was $69,780 in May 2024, according to the bureau. However, the type of sector can significantly impact compensation levels.
The following are the 2024 median annual salaries for PR specialists by industry:
- Government: $78,220
- Advertising: $74,550
- Social advocacy: $66,310
- Education: $63,750
- Health care: $61,100
Become a Public Relations Specialist With the University at Albany
Public relations specialists’ responsibilities require individuals to be creative, organized and in tune with industry trends. Successful PR specialists have a knack for creating external communications that engage audiences, whatever the industry. A bachelor’s degree in communication is an excellent way to establish the skills needed to thrive in the field.
The Bachelor of Arts in Communication program at the University at Albany teaches students how to effectively convey messages to diverse audiences. Core courses such as Introduction to Communication Theory and Human Communication: Language and Social Action help students develop a foundational understanding of communication topics, trends and concepts. Additional courses such as Health Communication and Political Campaign Communication allow students to explore PR and press engagement in various industries, helping them decide which best fits their interests and skill set.
With both online and on-campus options, UAlbany’s communication program helps prepare students for rewarding careers. Take the first step to becoming a PR specialist today.
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