Public Relations Specialist – Career Rankings, Salary, Reviews and Advice

Public relations specialists aim to generate positive publicity for their clients and enhance their reputation. They may serve as the press secretary for the president of the United States, a communications director for Google or a media specialist for a small nonprofit. As a public relations specialist, it’s your job […]

Public relations specialists aim to generate positive publicity for their clients and enhance their reputation. They may serve as the press secretary for the president of the United States, a communications director for Google or a media specialist for a small nonprofit.

As a public relations specialist, it’s your job to cultivate and maintain close and productive relationships with journalists, bloggers and opinion leaders. You’ll be asked to create print and web-based communications materials – which may include story pitches, press releases, Q&A interviews, presentations, video scripts and speeches – that are consistent with your client’s image and message. Other responsibilities range from acting as a company spokesperson for a variety of media inquiries and speaking directly to the press on behalf of your client – sometimes deflecting negative criticism – to preparing your client for press conferences, media interviews and speeches.

Social media outreach has become an integral part of a PR specialist’s job in recent years. “With the onset of social infrastructure such as Facebook, LinkedIn, Twitter and Pinterest, combined with the versatility of web tools, the jobs of public relations specialists are growing at a fast clip,” says Gerard Corbett, founder and chief executive officer of Redphlag LLC, a public relations firm.
The Bureau of Labor Statistics projects 6.4 percent employment growth for public relations specialists between 2018 and 2028. In that period, an estimated 17,300 jobs should open up.

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