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Public Relations Specialists

(D.O.T.  165.017, .167)

Nature of the Work

An organization's reputation, profitability, and even its continued
existence can depend on the degree to which its goals and policies
are supported by its targeted publics.  Public relations specialists
serve as advocates for businesses, governments, universities,
hospitals, schools, and other organizations, and strive to build and
maintain positive relationships with the public.  As managers
recognize the growing importance of good public relations to the
success of their organizations, they increasingly rely on public
relations specialists for advice on strategy and policy.

   Public relations specialists handle such functions as media,
community, consumer, and governmental relations; political
campaigns; interest-group representation; conflict mediation; or
employee and investor relations.  Public relations is not only
telling the organization's story, however.  Understanding the
attitudes and concerns of consumers, employees, and various other
groups also is a vital part of the job.  To improve communications,
public relations specialists establish and maintain cooperative
relationships with representives of community, consumer, employee,
and public interest groups and those in print and broadcast
journalism.

   Public relations specialists put together information that keeps the
general public, interest groups, and stockholders aware of an
organization's policies, activities, and accomplishments.  Their
work keeps management aware of public attitudes and concerns of the
many groups and organizations with which it must deal.

   Public relations specialists prepare 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 towards its employees or its role in the community.  Often
the subject is a public issue, such as health, nutrition, energy, or
the environment.

   Public relations specialists also arrange and conduct programs for
contact between organization representatives and the public.  For
example, they set up speaking engagements and often prepare the
speeches for company officials.  These specialists represent
employers at community projects; make film, slide, or other visual
presentations at meetings and school assemblies; and plan
conventions.  In addition, they are responsible for preparing annual
reports and writing proposals for various projects.

   In government, public relations specialists who may be called press
secretaries, information officers, public affairs specialists, or
communications specialists keep the public informed about the
activities of government agencies and officials.  For example,
public affairs specialists in the Department of Energy keep the
public informed about the proposed lease of offshore land for oil
exploration.  A press secretary for a member of Congress keeps
constituents aware of their elected representative's
accomplishments.

   In large organizations, the director of public relations, who is
often a vice president, may develop overall plans and policies with
other executives.  In addition, public relations departments employ
public relations specialists to write, do research, prepare
materials, maintain contacts, and respond to inquiries.

   People who handle publicity for an individual or who direct public
relations for a small organization may deal with all aspects of the
job.  They contact people, plan and do research, and prepare
material for distribution.  They may also handle advertising or
sales promotion work to support marketing.

   Public relations specialists maintain positive relationships between
their organizations and the public.

Working Conditions

Some public relations specialists work a standard 35- to 40-hour
week, but unpaid overtime is common.  In addition, schedules often
have to be rearranged to meet deadlines, deliver speeches, attend
meetings and community activities, and travel out of town.
Occasionally they may have to be at the job or on call around the
clock, especially if there is an emergency or crisis.

Employment

Public relations specialists held about 98,000 jobs in 1992.  About
two-thirds worked in services industries management and public
relations firms, educational institutions, membership organizations,
hospitals, social service agencies, and advertising agencies, for
example.  Others worked for a wide range of employers, including
manufacturing firms, financial institutions, and government
agencies.  Some were self-employed.

   Public relations specialists are concentrated in large cities where
press services and other communications facilities are readily
available, and where many businesses and trade associations have
their headquarters.  Many public relations consulting firms, for
example, are in New York, Los Angeles, Chicago, and Washington, DC.
There is a trend, however, for public relations jobs to be dispersed
throughout the Nation.

Training, Other Qualifications, and Advancement

Although there are no defined standards for entry into a public
relations career, a college education combined with public relations
experience, usually gained through an internship, is considered
excellent preparation for public relations work.  The ability to
write and speak well is essential.  Many beginners have a college
major in public relations, journalism, advertising, or
communications.  Some firms seek college graduates who have worked
in electronic or print journalism.  Other employers seek applicants
with demonstrated communications skills and training or experience
in a field related to the firm's business science, engineering,
sales, or finance, for example.

   In 1992, well over 200 colleges and about 100 graduate schools
offered degree programs or special curricula in public relations,
usually in a journalism or communications department.  In addition,
many other colleges offered at least one course in this field.  A
commonly used public relations sequence includes the following
courses: Public relations principles and techniques; public
relations management and administration, including organizational
development; writing, emphasizing news releases, proposals, annual
reports, scripts, speeches, and related items; visual
communications, including desktop publishing and computer graphics;
and research, emphasizing social science research and survey design
and implementation.  Courses in advertising, journalism, business
administration, political science, psychology, sociology, and
creative writing also are helpful, as is familiarity with word
processing and other computer applications.  Specialties are offered
in public relations for business, government, or nonprofit
organizations.

   Many colleges help students gain part-time internships in public
relations that provide valuable experience and training.  The Armed
Forces also can be an excellent place to gain training and
experience.  Membership in local chapters of the Public Relations
Student Society of America or the International Association of
Business Communicators provides an opportunity for students to
exchange views with public relations specialists and to make
professional contacts that may help them find a full-time job in the
field.  A portfolio of published articles, television or radio
programs, slide presentations, and other work is an asset in finding
a job.  Writing for a school publication or television or radio
station provides valuable experience and material for one's
portfolio.

   Creativity, initiative, good judgment, and the ability to express
thoughts clearly and simply are essential.  Decision making, problem
solving, and research skills are also important.

   People who choose public relations as a career need an outgoing
personality, self-confidence, an understanding of human psychology,
and an enthusiasm for motivating people.  They should be
competitive, yet flexible and able to function as part of a team.

   Some organizations particularly those with large public relations
staffs have formal training programs for new employees.  In smaller
organizations, new employees work under the guidance of experienced
staff members.  Beginners often maintain files of material about
company activities, scan newspapers and magazines for appropriate
articles to clip, and assemble information for speeches and
pamphlets.  After gaining experience, they may write news releases,
speeches, and articles for publication, or design and carry out
public relations programs.  Similar to other occupations, public
relations specialists in smaller firms generally get all-around
experience, whereas those in larger firms tend to be more
specialized.

   The Public Relations Society of America accredits public relations
specialists who have at least 5 years of experience in the field and
have passed a comprehensive 6-hour examination (5 hours written, 1
hour oral).  The International Association of Business Communicators
also has an accreditation program for professionals in the
communications field, including public relations specialists.  Those
who meet all the requirements of the program earn the designation,
Accredited Business Communicator.  Candidates must have at least 5
years of experience in a communication field and pass a written and
oral examination.  They also must submit a portfolio of work samples
demonstrating involvement in a range of communication projects and a
thorough understanding of communication planning.  Employers
consider professional recognition through accreditation a sign of
competence in this field, and it may be especially helpful in a
competitive job market.

   Promotion to supervisory jobs may come as public relations
specialists show they can handle more demanding managerial
assignments.  In public relations firms, a beginner may be hired as
a research assistant or account assistant and be promoted to account
executive, account supervisor, vice president, and eventually senior
vice president.  A similar career path is followed in corporate
public relations, although the titles may differ.  Some experienced
public relations specialists start their own consulting firms.  (For
more information on public relations managers, see the Handbook
statement on marketing, advertising, and public relations managers.)

Job Outlook

Keen competition for public relations jobs will likely continue
among recent college graduates with a degree in communications
journalism, public relations, advertising, or a related field as the
number of applicants is expected to exceed the number of job
openings.  People without the appropriate educational background or
work experience will face the toughest obstacles in finding a public
relations job.

   Employment of public relations specialists is expected to increase
about as fast as the average for all occupations through the year
2005.  Recognition of the need for good public relations in an
increasingly competitive business environment should spur demand for
public relations specialists in organizations of all sizes.
However, corporate restructuring and downsizing, in an effort to cut
costs, could limit employment growth.  Employment in public
relations firms should grow as firms hire contractors to provide
public relations services rather than support full-time staff.  The
vast majority of job opportunities should result from the need to
replace public relations specialists who leave the occupation to
take another job, retire, or for other reasons.

Earnings

Median annual earnings for salaried public relations specialists who
usually worked full time were about $32,000 in 1992.  The middle 50
percent earned between $24,000 and $51,000 annually; the lowest 10
percent earned less than $17,000; and the top 10 percent earned more
than $62,000.

   A College Placement Council salary survey indicated new college
graduates entering the public relations field were offered average
starting salaries of about $21,000 in 1993.

   According to a 1992 salary survey by the Public Relations Journal,
the median entry level salary of public relations account executives
was almost $21,000 a year.  Median annual salaries of all public
relations account executives ranged from $28,000 in public relations
firms to about $36,000 in corporations.  Manufacturers, utilities,
and scientific and technical firms were among the highest paying
employers; museums and miscellaneous nonprofit organizations,
religious and charitable organizations, and advertising agencies
were among the lowest paying employers.  The survey indicated an
annual median salary for all respondents, including managers, of
about $44,000.  Some highly successful public relations workers earn
considerably more.

   In the Federal Government, persons with a bachelor's degree
generally started at $22,700 a year in 1993; those with a master's
degree generally started at $27,800 a year.  Public affairs
specialists in the Federal Government in nonsupervisory,
supervisory, and managerial positions averaged about $45,400 a year
in 1993.

Related Occupations

Public relations specialists create favorable attitudes among
various organizations, special interest groups, and the public
through effective communication.  Other workers with similar jobs
include fundraisers, lobbyists, promotion managers, advertising
managers, and police officers involved in community relations.

Sources of Additional Information

   A comprehensive directory of schools offering degree programs or a
sequence of study in public relations, and a brochure on careers in
public relations, are available for $10 and $2, respectively, from:

   Public Relations Society of America, Inc., 33 Irving Place, New
York, NY 10003-2376.

   Current information on the public relations field, salaries, and
other items is available from:

   PR Reporter, P.O.  Box 600, Exeter, NH 03833.

   Career information on public relations in hospitals/health care is
available from:

   The American Society for Health Care Marketing and Public Relations,
American Hospital Association, 840 North Lake Shore Dr., Chicago, IL
60611.