Career Path: Public Relations Specialist
Job Description
Public relations specialists create and maintain a positive public image for the individuals, groups, or organizations they represent. They craft media releases and develop social media programs to shape public perception of their clients and to increase awareness of each client’s work and goals. Public relations specialists typically do the following:
● Write press releases and prepare information for the media
● Respond to information requests from the media
● Help clients communicate effectively with the public
● Draft speeches and arrange interviews for a client’s top executives
● Evaluate public opinion of clients through social media
● Evaluate advertising and promotion programs to determine whether they are
compatible with their organization’s public relations efforts
● Help maintain their organization’s image and identity
Typical Position Requirements
● Bachelor’s degree in Marketing, Communications or related field
● Interpersonal skills
● Organizational and problem-solving skills
● Strong public speaking and writing skills
Source: BLS
What to Expect
“The Strat Com agency business is client-centered, fast-paced, and enormously exciting. This is the place where strategy and creative thinking collide. I loved unearthing the “AHA” insights from research and turning them into creative campaigns that engaged consumers and drove the client’s business forward. And the accounts you’ll work on are always changing — sometimes high-profile, sometimes weird, but always interesting. I worked on everything from transportation to tourism to toilet paper. You’ll meet a diversity of dynamic people and build a tight team culture where everyone plays to their strengths. It requires resourcefulness, adaptability, curiosity, and, most of all, the desire to be imaginative and ask the “What if . . .” questions. You’ll never get bored in the agency business, and that means sometimes you must guard your time to avoid burnout. But on balance, it’s a fun and energizing place to be.” – Lee Bush
How Can I Prepare
Public Relations Student Society of America (PRSSA)
MKT 4130 Integrated Marketing Communications
MKT 4200 Customer Relationship Management
You could also explore courses or a minor in Communications