The public relations industry is experiencing an incredible boom. In early 2023, the PR global market exceeded 97 billion U.S. dollars in value and is expected to surpass 129 billion dollars by 2025. As the market continues to expand, it’s no wonder that so many are considering a career change to public relations.
Private businesses, nonprofit organizations, and public figures heavily depend on experienced public relations specialists to develop effective marketing strategies, communicate a brand through powerful social media messaging, and maintain positive relationships with journalists, news outlets, and agencies.
If you’re considering becoming a public relations specialist, here’s an overview of what a public relations specialist is, how much they make, where they work, and the steps you can take to become one.
If you enjoy connecting with people, have strong writing skills, and want a career promoting brands, products, or people, a job as a public relations specialist may be perfect for you. As a PR specialist, you get to shape narratives and manage reputations for companies, public figures, nonprofits and more. It’s an exciting career path with lots of variety and room for growth.
In this complete guide, I’ll walk you step-by-step through how to become a PR specialist. I’ll cover the skills you need, degrees and certifications that help, expected salary ranges, and more. By the end, you’ll know exactly what it takes to break into this fast-paced, creative field!
What Does a Public Relations Specialist Do?
A public relations (PR) specialist is responsible for managing communications and the public image for a company, public figure, nonprofit, or other organization. As a PR specialist, you might:
- Write press releases to promote new products, services, or other news
- Pitch stories to journalists and influencers
- Manage social media accounts
- Coordinate publicity events like press conferences
- Prepare clients for interviews
- Monitor news and social media for public perception of the brand
- Develop campaigns to shape the narrative around an organization
- Handle crisis communications and scandal responses
- Build relationships with stakeholders like journalists, industry partners, and the community
Essentially, PR specialists control the flow of information from an organization to the public. It’s all about reputation management through strategic communication.
Important Skills for a Public Relations Specialist
To succeed as a PR specialist. you’ll need a specific set of hard and soft skills
Writing Ability Since writing press releases website copy, social posts speeches, and more comes with the territory, strong writing skills are a must. You need to communicate clearly and persuasively.
Interpersonal Skills: Building relationships with media and other contacts is key for PR success. You’ll need to network comfortably in-person and online.
Multitasking: Juggling multiple clients and campaigns is common in PR. You’ll need to organize and prioritize tasks efficiently.
Creativity: Dreaming up clever campaigns and finding unique angles requires creative thinking.
Research Skills: Monitoring the news and public perception of an organization takes careful research. You need to analyze data to spot trends and opportunities.
Critical Thinking: As issues emerge, you must think critically to solve problems and spin challenges into opportunities.
Speaking Ability: While not always required, being a confident public speaker is useful for press conferences, client presentations, and media appearances.
Education Needed to Become a PR Specialist
While it’s possible to break into entry-level PR roles with just a high school diploma, most specialists hold a bachelor’s degree. Common majors include public relations, communications, journalism, English, or business administration. Coursework develops writing skills while internships offer vital experience.
Some larger firms prefer applicants with a master’s degree in fields like public relations, mass communications, or business administration. A graduate degree gives you advanced training and makes you more competitive for leadership roles.
Earning PR Certifications
Professional certifications showcase your expertise and demonstrate commitment to the field. The leading certification for PR specialists is the Accredited in Public Relations (APR) credential from the Public Relations Society of America.
To qualify for the APR:
- Have at least 5 years of full-time PR experience
- Pass a comprehensive exam on PR principles and practices
- Present a panel presentation on your work
The APR signals you have the strategic skills to practice PR at an advanced level. It can give your resume an edge and boost earning potential.
Step-by-Step Guide for Starting Your PR Career
If you’re interested in becoming a PR specialist, follow these steps:
1. Earn a bachelor’s degree
A relevant major like PR, communications, or journalism paired with internship experience will set you up for entry-level success.
2. Take an internship (or two!)
Look for PR internships while in school to start building hard skills and professional connections.
3. Get an entry-level PR role
With a degree and internship experience, you can look for assistant or coordinator roles at agencies or in-house teams.
4. Consider earning an APR certification (optional)
After meeting the experience requirement, the APR credential displays your advanced expertise.
5. Gain years of experience
Work your way up from entry-level to account executive or senior specialist through consistently solid performance.
6. Become a PR manager
With 5+ years experience, you can aim for a managerial role overseeing a team and entire PR campaigns.
The PR path rewards hard work and creativity. It may take years of experience to reach the highest levels, but you’ll pick up valuable skills every step of the way.
Public Relations Specialist Job Outlook
The Bureau of Labor Statistics predicts positive job growth for PR specialists over the next decade. Opportunities for specialists are projected to grow by 8% from 2021 to 2031, faster than the 5% average for all occupations.
As competition increases across industries, demand for PR services to manage reputations and reach customers will expand. PR specialists will be needed to create messaging and content for digital media and social platforms.
Job prospects should be best in major media markets and population centers. Aspiring PR pros may need to relocate to New York, Los Angeles, Chicago, or other big cities for the greatest number of openings.
Average Salary for Public Relations Specialists
According to the Bureau of Labor Statistics, the median pay for PR specialists as of May 2021 was $61,150 per year. Salaries ranged from less than $36,360 for the bottom 10% of earners up to over $118,310 for the top 10% of earners.
Factors impacting your salary as a PR specialist include:
- Location: Specialists in major cities like NYC and LA earn more.
- Experience: Your pay increases as you gain more years in PR.
- Industry: Tech PR and corporate PR tend to pay better than nonprofit or government PR.
- Firm size: Bigger PR agencies usually offer higher salaries.
- Certifications: Earning the APR can boost your pay.
With five to ten years of experience, it’s possible to earn $80,000 to $100,000 annually as a PR manager, director, or vice president.
Is Working in Public Relations Right for You?
A career as a PR specialist offers variety, creativity, and the chance to promote brands you believe in. It’s an exciting role for natural communicators who thrive under pressure.
Each day brings new challenges, from constructing media plans to managing crises. You get to flex your creative muscles to find interesting angles and shape powerful narratives. Media relationships, damage control, event planning, and content creation all come with the territory.
If you’re an ambitious self-starter who loves connecting people and ideas, the fast-paced PR world may be the perfect fit! With strong writing skills and a competitive drive, you can build a rewarding career managing reputations.
Where Does a Public Relations Specialist Work?
Since so many industries require public relations specialists, work environments can vary. According to Zippia, the most common industries that employ public relations specialists are:
- Technology
- Professional services (e.g., PR agencies)
- Education
- Healthcare
- Government
Many public relations specialists work in offices, but much of their work requires some form of travel for speeches and networking events. If this constant change of pace and environment sounds appealing, a career as a public relations specialist is a perfect outlet for your communication skills.
How Much Does a Public Relations Specialist Make?
A career in public relations can be incredibly financially rewarding. According to the U.S. Bureau of Labor Statistics (BLS), public relations specialists make a median annual salary of $62,800, with the average salary ranging from $50,000 to $80,000 per year. Moreover, the BLS projects public relations career opportunities will increase eight percent from 2021 to 2031. Since this is faster than the national average, prospective public relations specialists can expect a financially rewarding career with consistent employment opportunities.
HOW TO DO PUBLIC RELATIONS. A BEGINNER’S GUIDE TO PR FROM A PR BOSS.
How do I become a public relations professional?
To become a public relations professional, develop the communication skills, writing skills, and messaging expertise sought by employers in the PR industry. Learn more about how to cultivate PR skills and enter the field of public relations.
What skills do you need to be a public relations specialist?
Develop Communication Skills: Enhance your writing, editing, and verbal communication skills. Public relations specialists need to craft compelling messages, press releases, and other communication materials. Build Digital Proficiency: Familiarize yourself with digital communication tools, social media platforms, and content management systems.
How do I become a PR specialist?
Get a bachelor’s degree. Most employers prefer to hire PR specialists with a minimum of a bachelor’s degree. A public relations degree is the most obvious fit, but you can also get a job as a PR specialist with a related degree, such as communications, marketing, advertising, or journalism.
Is it time to become a public relations specialist?
In a world flooded with information, cutting through the noise is the challenge every aspiring Public Relations Specialist faces. Say goodbye to being lost in the crowd, as we unravel the art of PR mastery in this article—it’s time for you to shine in the world of effective communication.
