Have you ever thought about why people trust certain product brands? Or how companies manage their public image? Or how certain Hollywood movie stars seem to appear in the press over and over again? The one thing they all have in common is effective public relations.
Public relations specialists--also referred to as media representatives and communications officers--serve as advocates for businesses, nonprofit associations, hospitals, universities, and other organizations. They build and maintain positive relationships with the press and the public. Public relations officers not only manage the day-to-day business of a company’s image, but they may also be called upon to repair the damage done by a corporate misstep or other crisis.
Jobs in public relations have traditionally been concentrated in large cities, where many businesses and trade associations have their headquarters and press services and other communications facilities are readily available. Many public relations consulting firms, for example, are in Chicago, New York, San Francisco, Los Angeles, and Washington, DC. However, because of the internet, in recent years public relations jobs are increasingly found nearly anywhere.
How do public relations specialists manage an organization’s message? Primarily by cultivating relationships with the press, and then providing the press with positive news stories. Public relations specialists draft press releases and send them to reporters in the media who might print or broadcast their material. You might be surprised to know that many newspaper stories, magazine articles, and radio or television special reports begin as press releases from public relations specialists.
Crisis management can be important. If a supermarket chain is accused of selling tainted meat, for example, the supermarket must immediately take action to correct the problem. The next task may involve counteracting the negative impression that has been created in the minds of customers. People may switch to a competitor because of stories circulating about bad meat at the supermarket. It’s the task of the public relations team at the supermarket to make sure that the community knows that the problem has been fixed and that the chain can be trusted to sell healthy food.
In government, public relations specialists--who may be called information officers or press secretaries--keep the public informed about the activities of agencies and officials. A U.S. Senator may employ a team of press officers to keep the Senator’s constituents informed and monitor what the press is saying about their boss. If a negative story appears, the press officers will try to respond with something positive. During an election campaign, public relations officers are key members of the campaign team because they must constantly evaluate their candidate’s standing in the polls and image in the press.
Education and training: A college degree in public relations, advertising, journalism, or communications is often required even for entry-level positions. Some organizations seek college graduates who have worked in electronic or print journalism, those who have communication skills and training, or who have experience in a field related to the firm’s business.
Many colleges and universities offer associate, bachelor’s, and master’s degrees in public relations. A public relations program may include courses in public relations principles and techniques, public relations management and administration, writing, visual communications, and research. Advertising, business administration, finance, journalism, political science, psychology, sociology, and creative writing may also be part of a program. Check with the many schools and colleges found on EducationForCareers.com for programs near you.
Job growth could be faster than average. According to the U.S. government, during the current decade 2006-2016 employment of public relations specialists is expected to grow faster than average for all occupations.* In an increasingly competitive business environment, the need for effective public relations should create a need for these workers in organizations of all types and sizes. People with foreign language capabilities also are in great demand. Employment in public relations firms should grow as firms outsource to provide public relations services rather than hire in-house staff.
Perhaps you could be the person who shapes public opinion for a company, a product, or a candidate. With the right training and opportunity, a career in public relations could be yours.
*Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2008-09 Edition, Public Relations Specialists, on the Internet at http://www.bls.gov/oco/ocos086.htm (visited July 22, 2008).
