Public Relations (PR) Professions Video: Educational Requirements and Career Options
Public Relations (PR) Professions Video: Educational Requirements and Career Options Transcript
Public relations professionals can be found in every industry. Good publicity is something that organizations want to make sure is achieved. Being seen in a positive light by the public is important to profitability. Areas that are often mixed with public relations include marketing, advertising and journalism. Public relations professionals work to maintain adequate PR for the organizations they work for in a variety of ways.
There are many career opportunities in the area of public relations. Some organizations have separate PR departments and others include a mix of marketing and advertising professionals. Those who work in public relations help to build a positive relationship between their organization and the public.
Job Duties and Skills
The job duties of public relations professionals vary greatly. They are charged with handling a company's contact with media, community relations, employee relations and special interest programs or events. They are the keepers of an organization's story, making sure it is seen positively in the public eye. Daily tasks may include writing press releases, contacting the media, putting together campaign strategies and organizing press conferences, events or press kits. Professionals in this industry need to be creative and be able to communicate clearly and effectively. They must demonstrate sound judgment and be good problem-solvers and decision-makers. There is also a great deal of self-confidence that is needed. PR people need to have the ability to be comfortable talking to a variety of different people in small and large settings. Public relations professionals are often the go-to people the media seek out in order to gather additional information on current happenings within an organization. They disseminate information to the public in addition to writing, preparing materials and responding to all public and media inquiries.
Successful public relations professionals often have a bachelor's degree in journalism, advertising, mass communications or public relations. Advanced degrees in these subject areas are also available at many four-year schools. Internships are recommended so that individuals may learn job-specific duties and skills. Experience in your company's field of work is also beneficial. For example, if you choose to work for an IT company, background and knowledge in the area of information technology is helpful. While completing your studies in public relations, you will learn everything from theories in PR to ethics and communication skills and tactics. Technical skills in press release writing and media connections will also be learned. Though not used all of the time, public relations professionals may also wish to become familiar with desktop publishing programs and other computer programs that are used in the general communications field.
There are several organizations and positions that can be found in the field of public relations. Job titles may include things such as: publicist, pr specialist, communications specialist, media specialist, press secretary or information officer. Those in the public relations field can find themselves working for organizations, such as government agencies, hospitals, non-profit agencies, schools or communications and marketing firms. Positions may be located within independent public relations offices or within marketing, advertising and communication offices. It is a profession that can lead to some competition between job seekers. It is therefore beneficial to be equipped with experience, advanced training and a bachelor's or master's degree.
There are many opportunities available in a variety of organizations for someone interested in the field of public relations. It is a field of work that can be stressful at times and requires adhering to tight deadlines. Strategic problem-solvers and those who are creative fare well in this industry.