Job Description
An organization’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted “publics” support its goals and policies. Public relations specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. As managers recognize the importance of good public relations to the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of such programs.

Median Salary
$36,000 and $66,000

Education Requirements
There are no defined standards for entry into a public relations career. A college degree in a communications-related field combined with public relations experience is excellent preparation for public relations work. Many entry-level public relations specialists have a college degree in public relations, journalism, advertising, or communication. Some firms seek college graduates who have worked in electronic or print journalism. Other employers seek applicants with demonstrated communication skills and training or experience in a field related to the firm’s business—information technology, health care, science, engineering, sales, or finance, for example.

Job Outlook
Employment of public relations specialists is expected to grow by 18 percent (or a growth of 43,000 new positions) from 2006 to 2016, faster than average for all occupations. The need for good public relations in an increasingly competitive business environment should spur demand for these workers in organizations of all types and sizes.