Salary and Outlook

According to the US Department of Labor, there are 272,300 people employed as public relations specialists in the United States. The median annual salary is $62,800. Entry level employees earn approximately $35,350 per year and senior employees earn approximately $118,210 per year.

Estimates do not include other potential benefits such as health insurance, overtime pay, or retirement benefits that may be offered by employers.

Job Duties

• Respond to requests for information from the media or designate an appropriate spokesperson or information source.
• Write press releases or other media communications to promote clients.
• Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
• Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
• Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
• Coach client representatives in effective communication with the public or with employees.
• Update and maintain content posted on the Web.
• Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
• Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
• Coordinate public responses to environmental management incidents or conflicts.
• Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
• Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
• Prepare or deliver speeches to further public relations objectives.
• Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
• Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
• Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
• Develop marketing campaigns for environmental technologies or services.
• Purchase advertising space or time as required to promote client's product or agenda.

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