Public Relations Specialists, also called Public Relations Representatives, plan and conduct communications programs designed to advocate the policies and practices of companies, organizations, and individuals, while at the same time interpreting the public mood for those companies, organizations, and individuals. They seek to influence public opinion.

JOB DUTIES  

Public Relations Specialists may:

Study the needs, objectives and policies of the company, organization or individual

Conduct research (market and opinion)

Counsel clients on effective ways of communicating with the public

Prepare and distribute fact sheets, photographs, reports, articles, news releases, Internet information, or promotional booklets

Consult with advertising agencies or staff to arrange institutional or personal promotional campaigns in all types of media, including the Internet

Write and sometimes make speeches

Coordinate special exhibits, lectures, contests, or luncheons into the total public relations plan

Edit employee publications, newsletters, and shareholder reports

Represent employers in community projects and at public, social, and business gatherings

To view Public Relations Specialists at work click  here .

The tools and equipment used may include:

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OCCUPATIONAL SPECIALTIES

Public Relations Specialists may specialize in these areas:

165.017-010 LOBBYISTS confer with members of legislatures and other public officeholders to persuade them to support legislation favorable to a client's interest.

165.167-014 PUBLIC-RELATIONS REPRESENTATIVES plan and conduct programs designed to create and maintain a favorable public image for employer or client.

165.167-010 SALES-SERVICE PROMOTERS generate sales and create goodwill for a firm's products by preparing displays, touring the country, and calling on merchants to advise them of ways to increase sales. They may also demonstrate products.

In addition to learning about these specialties, you may also find it helpful to explore the following Career Exploration Scripts:

WORKING CONDITIONS AND REQUIREMENTS  

In very large firms, a Public Relations staff may number 200 or more, but in most firms the staff is smaller. Public Relations workers may work alone or with a team on a particular project. In most cases, they receive supervision from a Public Relations Specialist or director. Most of the work is done in well lighted, well ventilated offices. There is some outside work that Public Relations workers may be involved with, such as public events.

Although the workweek for Public Relations workers is usually 30-40 hours, 5 days a week, overtime may be necessary to prepare and make speeches or attending meetings and community activities.

The nature of their work may require Public Relations workers to be on call around the clock, especially those employed by public relations consulting firms. A necessary and important part of this job is travel. Public Relations workers may have to travel frequently to meetings, conventions, and conferences with or ahead of groups and individuals.

Many Public Relations Specialists belong to the Public Relations Society of America (PRSA) . Public Relations workers who belong to an association pay dues. These dues may be paid for by the organization for which they work.

You Should Prefer:

• Communicating ideas and information to people

• Working for the prestige or esteem of others and self

• Doing work which is abstract and creative

You Should Be Able To:

• Use reason and logic
• Communicate well, both orally and in writing
• Understand meanings of words and ideas to inform effectively
• Influence and react to people's ideas and attitudes
• Direct, control, and plan an entire activity or the activities
• Evaluate information and make quick judgments and decisions
• See details and recognize errors in written materials
• Work well under pressure
• Use arithmetic quickly and accurately
• Interpret feelings, ideas, or facts from a personal point of view
•     Deal with unpleasant, angry, or discourteous clients
• Perform a variety of duties which may change often

Math Problem You Should Be Able to Solve:

You are working for ABC Company trying to bring sales up from last year. In order to do that you need to research the history of the company. After researching sales, create a graph which indicates the rise and fall of sales for the past five years.

Reading Example You Should Be Able to Read and Comprehend:

Must be able to read and understand shareholder information.

Writing Example You Should Be Able to Produce:

Write a speech for a promotional campaign.

Thinking Skill You Should Be Able to Demonstrate:

Should be able to demonstrate analytical skills and be detail oriented in promoting companies and organizations.

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EDUCATION AND PREPARATION OPPORTUNITIES  

NOTE: A Bachelor's Degree (four years of study beyond high school) or higher may qualify a person for this occupation.

The following education and preparation opportunities are helpful in preparing for occupations in this Career Exploration Script:

***SCHOOL SUBJECTS***

0200 ART , 0600 BUSINESS , 0700 CAREERS , 0900 COMMUNICATIONS , 1000 COMPUTERS , 1100 ECONOMICS , 1300 ENGLISH , 1600 FOREIGN LANGUAGE , 2100 LITERATURE , 2200 MATH , 2600 PHOTOGRAPHY & VIDEO , 2800 PUBLIC SPEAKING , 3000 SOCIAL STUDIES , 3100 STUDY & WORK OPTIONS , 3300 TECHNOLOGY

***VOCATIONAL EDUCATION PROGRAMS***

There are no Vocational Education Programs related to this Career Exploration Script.

***POSTSECONDARY PROGRAMS***

003 ADVERTISING & PUBLIC RELATIONS

Programs in Advertising and Public Relations provide opportunities to gain the knowledge and skills used in testing public opinion and in making consumers aware of available products and services. Manufacturers, advertising agencies, mass media, government, nonprofit organizations, and many other groups are potential employers. Advertising and Public Relations may be a specific area of concentration in business or communication arts and sciences.

Courses vary from school to school but may include:

Search for a College and/or Instructional Program

***APPRENTICESHIP OPPORTUNITIES***

There are no Apprenticeships related to this Career Exploration Script.

***MILITARY TRAINING PROGRAMS***

Please check the Military website at http://www.myfuture.com .

PUBLIC INFORMATION OFFICERS

The services have public information officers to keep the public informed about the military. These officers answer questions from the news media, members of Congress, private citizens, and service personnel. They also prepare reports and news releases about activities on military bases and service policies and operations.

What They Do

Public information officers in the military perform some or all of the following duties:

• Supervise the preparation of reports and other releases to the public and the military

• Brief military personnel before they meet with the public and the news media

• Provide information to newspapers, TV and radio stations, and civic organizations

• Schedule and conduct interviews and news conferences

• Plan activities to improve public relations

Special Requirements

A 4-year college degree is normally required to enter this occupation.

Helpful Attributes

Helpful fields of study include journalism, communications, public relations, and advertising, and attributes include:

• Ability to write clearly and simply

• Ability to speak effectively in public

• Interest in news and current events

Training Provided

      Job Training consists of 8 weeks of classroom instruction. Course content typically includes:

• Department of Defense policies

• Principles of public information and community relations

Civilian Counterparts

Civilian public information officers work for large corporations, government agencies, colleges and universities, and community groups. They perform duties similar to those performed by military public information officers. They may also be called public relations representatives and corporate communications specialists. 

Work Environment

Public information officers usually work in offices.

Opportunities

After job training, public information officers normally direct specialists who gather information for reports, respond to requests for information, and write news releases. With experience, public information officers prepare and give briefings, speeches, and interviews. Eventually, they may advance to senior public affairs positions.  

E-Learning Courses and Programs

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OPPORTUNITIES FOR EXPERIENCE AND METHODS OF ENTRY  

A bachelor's degree in public relations communications, or liberal arts is usually required. In government agencies, applicants must also pass a civil service exam. Chances for career advancement may be increased by becoming accredited by the Public Relations Society of America ( PRSA) . The APR Accreditation is the only professional certification program open to public relations professionals. The Accreditation program is administered by the  Universal Accreditation Board (UAB) , a consortium of 9 leading industry organizations, including PRSA.

School-to-Work opportunities include:

informal apprenticeships

mentorships

job shadowing experiences

touring a local Public Relations Specialists employer

internships

volunteer work with a Public Relations Specialists employer

community service work with an agency

To explore or gain experience in this field, consider, if available: summer jobs at radio and TV stations or newspapers, internships in corporations or public relations agencies, volunteer work with charitable groups, and helping with fund-raising or community events. Joining a student chapter of the  Public Relations Society of America  should provide opportunities for exploration. Experience may also be gained through postsecondary studies in advertising and public relations or in the military.

The most common method of entry is direct application to public relations firms, civil service offices, advertising agencies, newspapers, radio and TV stations, businesses, or industrial firms. Some employers advertise for these Specialists in want ads of newspapers and professional publications such as the monthly "Public Relations Journal". Assistance may be found in college placement offices. In addition, you should access and search the Internet's on-line employment services sites such as:

EARNINGS AND ADVANCEMENT  

Salaries of Public Relations Specialists vary with the employer's type of business, geographic location, and size, and the individual's education and experience. Public Relations Specialists in large companies usually earn higher pay than Specialists in private consulting firms earn. Salaries in non-profit corporations are generally lower than in private industry, even for persons with advanced degrees.

Nationally, recent graduates of bachelor's degree programs entering jobs in public relations, had average annual salary offers of $34,500 in early 2007.

Nationally, in 2007, Public Relations Representative earned average annual salary of $50,290, with a range of $46,267 to $ 59,825. Public Relations Manager had annual average earnings of $70,800, with the middle range of $61,000 to $78,100. Nationwide, the median annual earnings of all Public Relations Specialists were $49,244 in 2006.  The median yearly earnings of "all" workers in the U.S. were $34,892 in 2006.

In the Great Lakes States, including Michigan, the annual earnings (early 2007) of Public Relations Specialists were: 

In the federal government, public information specialists began at the GS-5 level at $25,623 in 2007.  The salaries of these federal government workers may be higher in some urban areas. 

Annual salaries of Specialists employed by government agencies in Michigan were (mid 2007):

Some Specialists also receive bonuses and cost-of-living adjustments.

Public Relations Specialists may receive hospitalization and life insurance, sick leave, paid vacations and holidays, and retirement plans. Some may receive tuition benefits and opportunities for stock purchase/savings plans.

Public Relations Specialists may advance to supervisory positions as they show they can handle more difficult and creative assignments. They may also open their own business. A successful career depends on individual ability, self-confidence, desire, initiative, capacity for hard work, and experience.

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EMPLOYMENT AND OUTLOOK  

Nationally, about 187,600 Public Relations Specialists were employed in 2004. Employment is expected to grow faster than the average for all occupations through the year 2014. Although opportunities should increase as organizations expand their public relations efforts, there will be keen competition for beginning jobs because of the diversified nature of the occupation. The industry distribution for Public Relations Specialists looked like this:

There are approximately 6,650 Public Relations Specialists employed in Michigan. Most worked for professional service companies which provide consulting work.

Employment of Public Relations Specialists in Michigan is expected to grow much faster than the average for all occupations through the year 2012. There will be an average of 260 annual job openings for Public Relations Specialists, with 170 due to growth and 90 due to replacement of those who retire, die, or leave the labor force for other reasons. Additional openings will occur as Public Relations Specialists change jobs or occupations. Most openings should occur in urban areas where all types of media are readily available.

Demand for public relations workers may be affected by economic conditions. Employers may delay expansion or cut their staffs during business slowdowns. Competition for beginning jobs is keen, since public relations work attracts large numbers of job seekers with varied educational backgrounds and experience.  Greater opportunity will exist in public relations firms which provide contracted services to companies.

MICHIGAN'S EMPLOYMENT OUTLOOK TO 2012

SOURCES OF ADDITIONAL INFORMATION  

Printed occupational information is available upon written request from the sources marked below: 

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Copyright © 2007 Michigan Department of Labor & Economic Growth