Public relations (PR) professionals interact with the public on behalf of various entities, including businesses, organizations, people, politicians, and the government. They are also known as media or communication specialists. PR professionals use media venues to communicate their employers' or clients' messages to the public to raise awareness and maintain a particular reputation.
Keep reading this article to learn more about becoming a PR specialist.
What is PR Specialist?
Public information, community outreach, media relations, and public relations specialist. A PR specialist's job is to assist in creating public relations strategies and putting into practice the corresponding tactics, such as events, social media, internal and external communication etc.
Furthermore, community outreach and media relations help an organization develop and maintain a positive public image while supporting its strategic and marketing objectives. A PR specialist job may be in middle management or entry-level, depending on experience.
PR specialists frequently serve in several roles in a business and collaborate with teams from many departments, such as marketing, corporate communications, and community relations.
What are the role and responsibilities of a PR Specialist?
- Create PR strategies and plans.
- Use various channels to amplify the company's voice and online visibility.
- Organize requests and media relations
- Write speeches, press releases, and other PR copy.
- Events, fairs, seminars, etc., are planned and overseen.
- Encourage the execution of marketing strategies,
- Provide remedies for PR crises,
- Aid in the settlement of disputes with the general public or outside merchants,
- Oversee survey projects and evaluate public opinion
How to Become a PR Specialist? Qualifications
Public relations professionals are employed in various fields, including education, advertising, politics, and government. They may be referred to as press secretaries in politics and government.
Finish your undergraduate studies.
Public relations, communications, English, journalism, or business majors are media specialists' most common bachelor's degrees. However, you might think about majoring in political science and minoring in public relations if you want to work in politics or the government. Business administration, marketing, public speaking, and creative writing courses can all benefit aspiring candidates.
Obtain on-the-job instruction
Before applying for your first public relations career, an internship can be an excellent method for students to obtain experience in the field. Getting an entry-level PR job can help you gain experience to make your PR specialist resume stand out if you've already finished an internship or graduated from college. Job shadowing is another method for getting training, and it can help you make contacts in the sector who may later recommend you for PR opportunities.
Learn what kind of PR you like
Public relations professionals work in a wide range of fields, including
- Advertising
- Education
- Government
- Politics
- Business
Consider joining a trade organization.
Many public relations professionals join a professional association, like the Public Relations Society of America (PRSA) or the International Association of Business Communicators (IABC), to improve their professional image (IABC). Exploring the field you want to enter can be suitable for determining which professional association would advance your career.
Consider earning a certification.
A certification can indicate your professional competence, expertise, and up-to-date skills, which can help you stand out from other applicants, even though it is generally optional for most PR specialist employment. Whether or not you're a member, many professional PR organizations provide qualifications you can pursue. If you are unsure which certificate to pick, think about getting advice on how to get started from a PR organization that interests you.
Create a portfolio.
Many organizations request that applicants for PR specialist positions include a portfolio with their applications. Making a few high-quality pieces highlighting particular skills will help you add samples relevant to the industry you're applying to in your portfolio, which will help it stand out.
Other Skills
Proven experience as public relations specialist or similar position
Experience in project management and execution of PR campaigns and initiatives
Experience in copywriting and editing
Working knowledge of MS Office; photo and video-editing software is an asset
Familiarity with social media platforms (Twitter, Facebook etc.)
Excellent oral and written communication skills
Aptitude in presentation and public speaking
Proficiency in English
A creative yet practical mind
BSc/BA in PR, communications, journalism, or a relevant field
Steps to Becoming a Successful PR Specialist?
Public relations professionals use highly developed soft skills to create connections between their clients, the media, and the public. If you want to improve your soft skills, consider signing up for a workshop or online course or finding a mentor who will provide honest feedback, such as a trainer, internship supervisor, or job shadowing leader.
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Academic Requirements
- Bachelors in public relations, journalism, communications, English, or business.
- Master's degree in public relations
- PhD degree in public relations
- +2
- high school
Acquire more knowledge after high school.
Some graduates continue their education by pursuing a master's degree in public relations or a related field, such as global communications management, corporate communications, international public relations, or strategic communications. Graduates from these programs can examine the function of PR in business, politics, or client management.
You can build networks and relationships in the sector through additional study. The advancement of your PR profession depends on this.
Experience (work and related fields)
Finding paid work experience can be challenging, so working for a charity in a PR or related position, for instance, is a wonderful method to demonstrate your skills and boost your resume. Additionally, there can be chances to get engaged with university societies in event planning, press release authoring, and media outreach.
The PR profession moves quickly and is constantly seeking out skilled recent grads. Look for internship opportunities with a variety of businesses. You'll acquire diverse client-representation experiences and study business etiquette, such as interacting with the media, handling client difficulties, building a brand, and safeguarding your client's reputation.
Training (job or related fields)
Learners interested in public relations and branding communication will find this speciality useful. To control the reputation of your business, you will learn how to use several technologies. You will gain knowledge of the various media outlets, how to communicate with journalists, and how to organize strategic communication to benefit your business.
A few portfolio items you will get when you graduate from this specialisation include a media contact list, press release, pitch, and crisis communication plan.
Career
Employment areas
- Varieties of organizations
- Schools
- Offices
- Event planners
- Marketing agencies
- Media communication organizations
- Political organizations
- Public Affairs
- Businesses organizations
Job titles
- Brand Ambassador
- Chapter Relations Administrator
- Social Media Analyst
- Social Media Manager
- Social Media Specialist
- Technical Writer
- Account Supervisor
- Assistant Account Executive
- Marketing Associate
- Marketing Associate
- Manager, Digital and Social Media
- Social Media Specialist
Salary of PR Specialist
Let us see the average annual salary of a PR Specialist in some popular countries.
Country |
Annual Average Salary of PR Specialist |
Australia |
$40,172 (AUD)/yr |
Argentina |
$ 622.054 (ARS)/yr |
Belgium |
23.954 € (EUR)/yr |
Brazil |
R$20.685 (BRL)/yr |
Canada |
$29,452 (CAD)/yr |
China |
¥43,476 (CNY)/yr |
Costa Rica |
4 132 898 (CRC)/yr |
Denmark |
211.639 kr. (DKK)/yr |
Egypt |
32,398 ج.م. (EGP)/yr |
Finland |
18 719 € (EUR)/yr |
France |
21 392 € (EUR)/yr |
Germany |
22.127 € (EUR)/yr |
Hong Kong SAR |
HK$93,785 (HKD)/yr |
India |
₹1,71,198 (INR)/yr |
Italy |
15.773 € (EUR)/yr |
Japan |
¥1,705,598 (JPY)/yr |
Malaysia |
RM18,491 (MYR)/yr |
Mexico |
$64,275 (MXN)/yr |
Netherlands |
€ 21.070 (EUR)/yr |
New Zealand |
$44,095 (NZD)/yr |
Poland |
40 975 zł (PLN)/yr |
Portugal |
9 876 € (EUR)/yr |
Russian Federation |
211 436 ₽ (RUB)/yr |
Switzerland |
26'415 (CHF)/yr |
Spain |
14.001 € (EUR)/yr |
Thailand |
฿126,093 (THB)/yr |
UK |
£19,759 (GBP)/yr |
Ukraine |
84 156 ₴ (UAH)/yr |
United Arab Emirates |
44,076 د.إ. (AED)/y |
United States |
$15,118 (USD)/yr |
Vietnam |
76.278.404 ₫ (VND)/ |
Training Course for PR Specialist.
Let us talk about some degrees to become a successful PR Specialist.
Level |
Program |
Bachelors |
BA Honours Advertising, PR and Branding |
Bachelor of Arts in Communication - Public Relations |
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Bachelor of Arts (Honours) in Public Relations and International Events Management |
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Bachelor in Public Relations and Advertising |
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Bachelor of Communication in Public Relations and Advertising |
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Bachelor of Arts in Media and Mass Communication – Public Relations |
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Bachelor of Arts in Public Relations |
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Bachelor in Advertising and Public Relations |
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International relations, Bachelor |
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Masters |
Master in Communication Management - Image Communication |
M.A. in International Public Service Relations |
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Online Master of Arts in Mass Communication - Public Relations |
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M.A. Communication, Public Relations focus |
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Master of Arts in Strategic Communication & Public Relations |
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MA in Public Relations |
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MA Public Relations and Strategic Communication |
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M.A. Public Relations and Digital Marketing |
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PHD |
PhD in Communication Management |
PhD in Public Affairs |
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PhD Programs in Public Relations |
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PhD in International Public Service Relations |
Pros and Cons of Becoming a PR Specialist
An individual representing a specific brand is a public relations professional. For everyone to be aware of what is happening, they will notify the public and serve as a liaison with their employer. It is a simple approach for a brand to enhance its reputation and boost sales.
A PR expert can be a huge asset for a small business looking to enter a highly competitive sector. There will undoubtedly be a price for this. Here are the main things to consider when weighing the benefits and drawbacks of hiring a public relations professional.
Advantages of becoming a PR Specialist.
- It provides a company with immediate media credibility.
- A brand might start to bounce back after a failed endeavour.
- A PR expert can significantly increase profitability.
- One can create a sizable network.
- Boost your company's credibility.
- Draw in your intended audience.
- Lead generation, both short-term and long-term.
- Develop your brand's image.
- Positive Employment Outlook.
- Become an Expert in Communication
Disadvantages of becoming a PR Specialist.
- You'll have to allow them more time for decompression.
- No assurance of success exists.
- You'll receive what you can pay for.
- An expert in public relations may not always be necessary.
- Insufficient content control.
- Off-Message Risk.
- There can be a lot of tension in this job.
- Each project must be strong enough to be included in your portfolio.
- There are unfavourable perceptions of the major.
How to Become a PR Specialist.?: FAQs
How to Become a Lobby Manager?
What does a public relations expert do?
Public relations specialist maintains a favourable image of an organization or person he represents by creating press notes or releasing documents about their client or organization to media personnel.
What industries may a public relations professional work in?
Public relations experts can provide services in a variety of industries, including.
- PR or advertising agencies
- Work one-on-one with clients
- Deputy Information Officers for the Press
- Media professionals
- Government institutions
- A charitable organization
What qualifications are needed for a public relations specialist?
- An effective communicator
- Getting ready to travel
- Passionate, self-assured, and understanding individuals
- Willing to work on a schedule set by a customer or organization
- Decent judgment
- Extroverted nature
- Creativity
What Sets a Public Relations Specialist Apart from a Marketer?
Protecting and enhancing a brand's public reputation is the main goal of public relations positions, regardless of whether the brand belongs to a company, a government organization, or an individual. Although they pursue the same objectives, public relations experts and marketers approach their work differently.
Is there a demand for public relations?
According to the U.S. Bureau of Labour Statistics, about 270,000 persons in the United States worked as public relations specialists in 2018. Of those, the majority (13%) worked for advertising firms and allied enterprises, while 12% worked for educational institutions and 9% for government agencies.