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Career Profile: Public Relations Specialists

Promote or create an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media. May specialize in using social media.

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.

Career List

Job Outlook


Total Current Jobs:
272,300
Annual Openings:
29,200
Increase in Openings by 2030:
11%
Annual Salary Range:
$35,350 - $118,210
Education Requirements:
Bachelor's degree