Public Relation Specialists

Industry Basics:

Public relation specialists are also known as media specialists and communication specialists. The main job involves maintaining good relations with external members of the organization they work for. Public relation specialists are employed by: profit enterprises, non profit organizations, hospitals and universities. Public relation specialists ensure communication of goals, objectives, achievements and routine events to the society at large to maintain a good relationship and build a positive image of the organization.

Public relation specialists have to maintain positive communication with the: consumers, other industry members, government, media, employees and investors. Communicating to the media is an important responsibility given the fact that information provided will be broadcasted or printed for the knowledge of the society.

Industry Outlook:

Employment opportunities for public relation specialists are expected to grow faster than the average of all industries by year 2014. Despite the expected rise in job opportunities tough competition for the job is likely to accompany the rising trend. The competition is more likely among entry level jobs and the number of applicants qualified for the job may exceed the number of openings in this field.

Apart from being employed by organizations independent public relation firms also have high chances of succeeding. In the future, organizations may want to hire public relation specialists for their services without having to pay full time employees.

Designation and Roles:

The key designations held in this field are:

• Public relation specialists
• Media Specialist
• Communication Specialist

The roles and responsibilities of a public relation specialist vary from every type of organization to the industry they operate in. Some common roles and responsibilities include:

• Drafting press releases and communicating the same to the media to be broadcasted (television, radio or internet) or printed (newspapers, magazines).
• Organize press conferences between the media and key personnel in the organization to communicate news, events or new projects.
• Prepare speeches for company officials in line with the goals, objectives and image of the company.
• Prepare corporate communication tools such as: company presentation, films, educational or marketing kits to promote awareness about the organization.
• Respond to consumer queries and resolve consumer grievances.
• Government public relation specialists inform the activities and achievements of government agencies and officials.

Skill or Education Required:

The basic qualifications required for the job includes college degree plus a degree in public relations, journalism, advertising or any other communication oriented field which provides an internship in public relations.
Additional qualifications include accredited programs such as the Accredited Business Communicator (ABC) certified by The International Association of Business Communicators (IABC).

Remuneration:

The average annual earnings (median value) for salaried public relations specialists were $43,830 in May 2004.

Conclusion:

• Public relation specialists maintain good relations with external members of the organization they work for.
• Employment opportunities for public relation specialists are expected to grow faster than the average of all industries by year 2014