Break Into the Fast-Paced World of Public Relations

In its profile of public relations specialists, the Bureau of Labor Statistics (BLS) remarks that many people are attracted to this career because of its high-profile nature. It's likely that your own concept of a public relations specialist fits in line with that of the BLS: a diplomatic individual sporting a press-ready perma-smile, a fast-moving professional as well-spoken as he or she is well-heeled, or a person just one step removed from important companies, powerful politicians, and very famous people. Although this depiction isn't inaccurate, it rings eerily shallow. Just who are these ambassadors to the public? What are their daily responsibilities, and what characteristics define them?

A Day in the Life of a Public Relations Specialist

Public relations specialists act as advocates for businesses, nonprofit associations, universities, hospitals, government departments, and individuals. The aim of their work is to assemble a cohesive public image for their client(s), a "face" by which the media and the public at large may understand them. Public relations professionals draft press releases and establish good relationships with representatives from print and broadcast journalism. They must research the concerns of both the community and their employers. The arrange forums that encourage healthy discourse between the public and whomever they represent, such as speeches and presentations. They create and distribute press kits (also known as media kits), pre-packaged sets of promotional materials like fact sheets, photographs, and contact information.

Major Areas of Employment for Public Relations Specialists

1. In large organizations: Communications specialists employed by large organizations usually operate within larger PR departments, creating materials, conducting research, and responding to inquiries.
2. In government: Public relations specialists sometimes work for government agencies and officials. Their job is too keep the public informed of issues such as travel advisories, or to publicize the accomplishments of elected officials.
3. For individuals: Public relations professionals working for small organizations or individuals typically handle all aspects of the job, from advertising to drafting sales pitches.

Personal and Professional Public Relations Qualifications

By now it is probably obvious that the work of public relations specialists requires an almost Herculean work ethic; their tasks are varied, demanding, and often heavy with great importance. Yet public relations professionals are more than just Type A personalities. They must display creativity, flexibility, initiative, and first-rate communication skills. Successful communications specialists should also possess a good understanding of human psychology and the ability to motivate people.

Although there exists no educational benchmark for public relations specialists, the BLS notes that individuals aspiring to secure a career in this field should be equipped with both a college degree in a communications field--such as public relations, journalism, advertising, or communications--as well relevant internships or job-related experience.

Break Into Public Relations with an Online Degree Program

Although the BLS predicts faster-than-average employment growth and healthy job prospects for public relations specialists throughout the next few years, candidates can also expect tough competition for entry-level positions. The BLS further notes that in order to contend with so many interested applicants, the aspiring public relations ambassador needs a college degree.

Online degree programs in public relations and communications studies can give you the instruction you need from the convenience of your home computer. No need to quit your current job or sacrifice time with your family; as long as you have an internet connection, you can start learning. Begin working towards your online degree today and give yourself a competitive edge in the fast-paced world of public relations.

2008 BLS research confirms a mean annual wage of $58,960. The District of Columbia is both the highest paying location for this occupation as well as the number one employer for public relations specialists, with New York rounding out the top five on both lists. Big cities typically offer the best opportunities for PR specialists.