Occupation Profile for Public Relations Specialists
Engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media. May prepare and arrange displays, and make speeches.
Signficant Points
- Although employment is projected to grow faster than average, keen competition is expected for entry-level jobs.
- Opportunities should be best for college graduates who combine a degree in public relations, journalism, or another communications-related field with a public relations internship or other related work experience.
- The ability to communicate effectively is essential.
Earnings
Median annual earnings for salaried public relations specialists were $47,350 in May 2006. The middle 50 percent earned between $35,600 and $65,310; the lowest 10 percent earned less than $28,080, and the top 10 percent earned more than $89,220. Median annual earnings in the industries employing the largest numbers of public relations specialists in May 2006 were:
| Management of companies and enterprises | $52,940 |
| Business, professional, labor, political, and similar organizations | 51,400 |
| Advertising and related services | 49,980 |
| Local government | 47,550 |
| Colleges, universities, and professional schools | 43,330 |
Job Outlook
Employment is projected to grow faster than average; however, keen competition is expected for entry-level jobs.
Employment change. Employment of public relations specialists is expected to grow by 18 percent 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. Those with additional language capabilities also are in great demand.
Employment in public relations firms should grow as firms hire contractors to provide public relations services rather than support full-time staff.
Among detailed industries, the largest job growth will continue to be in advertising and related services.
Job prospects. Keen competition likely will continue for entry-level public relations jobs, as the number of qualified applicants is expected to exceed the number of job openings. Many people are attracted to this profession because of the high profile nature of the work. Opportunities should be best for college graduates who combine a degree in journalism, public relations, advertising, or another communications-related field with a public relations internship or other related work experience. Applicants without the appropriate educational background or work experience will face the toughest obstacles.
Additional job opportunities should result from the need to replace public relations specialists who retire or leave the occupation for other reasons.
Employment
Public relations specialists held about 243,000 jobs in 2006. They are concentrated in service-providing industries such as advertising and related services; health care and social assistance; educational services; and government. Others work for communications firms, financial institutions, and government agencies.
Public relations specialists are concentrated in large cities, where press services and other communications facilities are readily available and many businesses and trade associations have their headquarters. Many public relations consulting firms, for example, are in New York, Los Angeles, San Francisco, Chicago, and Washington, DC. There is a trend, however, for public relations jobs to be dispersed throughout the Nation, closer to clients.