How to Land a Top-Paying Public relations counselors Job: Your Complete Guide to Opportunities, Resumes and Cover Letters, Interviews, Salaries, Promotions, What to Expect From Recruiters and More. Klein Michael
a bachelor’s degree in public relations, communication, or journalism is generally required. Courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing are helpful. In addition, some employers prefer a master’s degree in public relations or journalism. In 2010, one-fourth of public relations managers held a master’s degree.
Training
Public relations specialists typically are trained on the job, either in a formal program or by working closely under more experienced staff members. Entry-level workers often maintain files of material about an organization’s activities, skim newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. Training typically lasts between 1 month and 1 year. After gaining experience, public relations specialists write news releases, speeches, and articles for publication or plan and carry out public relations programs.
Certification
The Public Relations Society of America offers a certification program for public relations managers that is based on years of experience and on passing an exam. The Accredited Business Communicator credential is also available from the International Association of Business Communicators.
Work Experience
Public relations managers must have several years of experience in a related public relations position. Lower level management positions may require only a few years of experience, whereas directors are more likely to need 5 to 10 years of related work experience.
Important Qualities
Interpersonal skills. Public relations managers and specialists deal with the public regularly; therefore, they must be open and friendly to build rapport and get good cooperation from their media contacts.
Organizational skills. Public relations managers and specialists are often in charge of managing several events at the same time, requiring superior organizational skills.
Problem-solving skills. Public relations managers and specialists sometimes must explain how the company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Research skills. Public relations managers and specialists must often do research, including interviewing executives or other experts, to get the information they need.
Speaking skills. Public relations managers and specialists regularly speak on behalf of their organization. When doing so, they must be able to explain the organization’s position clearly.
Writing skills. Public relations managers and 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.
Pay
Public Relations Managers and Specialists
Median annual wages, May 2010
Public Relations and Fundraising Managers
$91,810
Public Relations Managers and Specialists
$57,550
Public Relations Specialists
$52,090
Total, All Occupations
$33,840
All Occupations includes all occupations in the U.S. Economy.
The median annual wage of public relations managers was $91,810 in May 2010. The median wage is the point at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $49,720, and the top 10 percent earned more than $166,400.
The median annual wage of public relations specialists was $52,090 in May 2010. The lowest 10 percent earned less than $30,560, and the top 10 percent earned more than$ 95,200.
Most public relations managers and specialists work full time, and some work additional hours. In 2010, almost one-third of public relations managers and specialists worked more than 40 hours per week.
Job Outlook
Public Relations Managers and Specialists
Percent change in employment, projected 2010-20
Public Relations Specialists
23%
Public Relations Managers and Specialists
21%
Public Relations and Fundraising Managers
16%
Total, All Occupations
14%
All Occupations includes all occupations in the U.S. Economy.
Employment of public relations managers and specialists is expected to grow 21 percent from 2010 to 2020, faster than the average for all occupations. Employment of public relations specialists is expected to grow 23 percent during the same period, faster than the average for all occupations. Employment of public relations managers is expected to grow 16 percent from 2010 to 2020, about as fast as the average for all occupations. The trends affecting public relations specialists will also affect managers, as the increasing importance of public relations will require more managers to plan and direct public relations departments.
Organizations are increasingly emphasizing community outreach and customer relations as a way to enhance their reputation and visibility. Public opinion can change quickly, particularly because both good and bad news spreads rapidly through the Internet. Consequently, public relations specialists are expected to be needed to respond to news developments and maintain their organization’s reputation.
Increased use of social media also is expected to increase employment growth for public relations specialists. These new media outlets will create more work for public relations workers, increasing the number and kinds of avenues of communication between organizations and the public. Public relations specialists will be needed to help their clients use these new types of media effectively.
Employment is likely to grow in public relations firms as organizations contract out public relations services rather than support more full-time staff when additional work is needed.
Job Prospects
In addition to job growth for other reasons, opportunities should come from the need to replace public relations managers and specialists who retire or leave the occupation.
Competition for entry-level jobs will likely be strong.
Employment projections data for public relations managers and specialists, 2010-20
Occupational Title SOC Code Employment, 2010 Projected Employment, 2020 Change, 2010-20 Employment by Industry
Percent Numeric
Public Relations Managers and Specialists
— 320,000 388,300 21 68,300 —
Public Relations and Fundraising Managers
11-2031 61,900 72,100 16 10,200
Public Relations Specialists
27-3031 258,100 316,200 23 58,200
Similar Occupations
This table shows a list of occupations with job duties that are similar to those of public relations managers and specialists.
OCCUPATION JOB DUTIES ENTRY-LEVEL EDUCATION MEDIAN ANNUAL PAY, MAY 2010
Advertising,