Public Relations Specialist

2 virtual internships

Description

Public relations specialists communicate with the public on behalf of companies, organizations or governments. They are also called communications or media specialists. A public relations specialist spreads his or her employer's or client's message to the public, often using the media as a conduit.

Tasks:

Prepare or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports.
Respond to requests for information from the media or designate another appropriate spokesperson or information source.
Establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups.
Plan and direct development and communication of informational programs to maintain favorable public and stockholder perceptions of an organization's accomplishments and agenda.
Confer with production and support personnel to produce or coordinate production of advertisements and promotions.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product and service awareness and to promote goodwill.
Study the objectives, promotional policies and needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products and services.
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
Coach client representatives in effective communication with the public and with employees.
Prepare and deliver speeches to further public relations objectives.
Purchase advertising space and time as required to promote client's product or agenda.
Plan and conduct market and public opinion research to test products or determine potential for product success, communicating results to client or management.

Key skills for public relations specialist:

Interpersonal skills. Public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly to maintain a favorable image for their organization.
Organizational skills. Public relations specialists are often in charge of managing several events at the same time, requiring superior organizational skills.
Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Speaking skills. Public relations specialists regularly speak on behalf of their organization. When doing so, they must be able to clearly explain the organization’s position.
Writing skills. Public relations specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.

Average salary (2013):

TheUnited Kingdom: £33,027 per year
The United States of America: $46,063 per year
Australia: AU$80,122 per year

Qualifications and training required:

Public relations specialists typically need a bachelor’s degree in public relations, journalism, communications, English, or business. Through such programs, students produce a portfolio of work that demonstrates their ability to prospective employers.
Entry-level workers typically begin by maintaining files of material about an organization’s activities, skimming and retaining relevant media articles, and assembling information for speeches and pamphlets. After gaining experience, public relations specialists begin to write news releases, speeches, articles for publication, or carry out public relations programs.
Internships at public relations firms or in the public relations departments of other businesses can be helpful in getting a job as a public relations specialist.
Some employers prefer candidates that have experience communicating with others through a school newspaper or a leadership position in school or in their community.