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An organization’s reputation, profitability and existence can depend on the degree to which its targeted “publics” support its goals and policies. Public relations specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for businesses, nonprofit associations, universities, hospitals and other organizations, and build and maintain positive relationships with the public.
Public relations specialists handle organizational functions such as:
- media, community, consumer, industry and governmental relations
- political campaigns
- interest-group representation
- conflict mediation
- employee and investor relations
They must understand the attitudes and concerns of community, consumer, employee and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism.
Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes the subject is an organization and its policies toward its employees or its role in the community. Often the subject is a public issue, such as health, energy, or the environment, and what an organization does to advance that issue.
Public relations specialists also arrange and conduct programs to keep up contact between organization representatives and the public. For example, they set up speaking engagements and often prepare speeches for company officials.
They also may handle advertising or sales promotion work to support marketing efforts.
How long will it take?
Many entry-level public relations specialists have a bachelor's degree in public relations, journalism, advertising or communication.
At AC, you can complete the first two years of such a degree.
How much can you earn?
Median annual earnings for salaried public relations specialists were $47,350 in 2006.
Where can you work?
Public relations specialists are concentrated in service-providing industries such as advertising, health care and social assistance, educational services and government. Others work for communications firms, financial institutions, and government agencies. Public relations specialists are concentrated in large cities, where press services and other communications facilities are readily available and many businesses and trade associations have their headquarters.
AC can help you get there!
