What Does a Public Relations Specialist Do?

Public Relations (PR) professionals engage with the public on behalf of an organization like a business or organization, an individual politician, a government, or. They’re also referred to as media or communication specialists. PR professionals spread their employer or clients’ messages to the general public, typically employing media outlets to create awareness and maintain an image.

Public Relations Specialist Duties & Responsibilities

The job typically requires the following duties:

  • Create press kit materials for media outlets. It includes press releases, photos, pitch letters, case studies, feature articles, and news stories about trends.
  • Assist in maintaining the image and reputation of the client or employer.
  • Examine the public perception of clients via surveys, polls, and listening to social media
  • Develop and maintain connections with national and regional media outlets
  • Set up interviews, press conferences, or other media appearances for the client or employer.
  • Prepare speeches for clients or the employer’s representatives
  • Respond to requests for information made by media outlets
  • Review promotional and advertising programs to make sure they are aligned with the goals of PR
  • Review, track and report on the outcomes of PR initiatives
  • Plan and coordinate logistics and scheduling as needed

PR professionals typically begin their careers by archiving files regarding their employers’ operations, answering questions from journalists and the general public, and assisting in planning press conferences and other gatherings. As they get experience, they start creating press announcements and speeches and managing events. A small-sized company generally offers a broader range of backgrounds and more significant growth than working at larger firms.

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Public Relations Specialist Salary

The salary of a public relations professional will vary based on the location, experience, location, and employer.

  • Median Annual Salary: $59,300
  • Top 10% Annual Salary: $112,260
  • Bottom 10% Annual Salary: $32,840

Education Requirements & Qualifications

Although there isn’t a set of educational requirements for entry into the field of public relations, it is common for employers to employ applicants who have completed college with an undergraduate degree.

  • Education: Many people in this field have degrees in communications, public relations marketing, journalism, communications, advertising, or business.
  • Experiential: Employers also want potential employees to have previous experience and to be able to present examples of their work. It could result from internship positions or the school’s communications department.

Public Relations Specialist Skills & Competencies

Anyone who wants to become public relations expert should have these soft abilities:

  • Communicating: The job you are assigned requires you to effectively communicate information to the media, the public, and other group members.
  • Listening: You’ll be required to pay attention to comprehend what people are telling you and react accordingly.
  • Writing speeches and press releases is a common aspect of many PR specialists’ jobs; good writing abilities are crucial.
  • Interpersonal: How you interact with the media and public requires you to work well with others. You need to be persuasive and be able to negotiate. Additionally, as PR professionals, you’ll need to integrate your actions with others, such as your colleagues.

Job Outlook

It is estimated that the U.S. Bureau of Labor Statistics predicts that employment for public relations specialists will rise 9 percent between 2016 and 2026. It is slightly more than the average of 7 percent across all occupations during the same time frame.

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Work Environment

Public relations professionals are typically employed in office spaces. They can be required to travel to different locations in the vicinity and further away to participate in meetings and release press releases, deliver speeches, or attend social events and other community activities.

Work Schedule

Public relations professionals are typically employed full-time during regular office hours. They usually work long hours and work overtime to meet deadlines.

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