Public relations specialists build and maintain a company’s public and media relations programs, with the goal of enhancing its public image. Knowledge of consumer behavior, business operations and the importance of branding are essential skills for success in this field. Enrolling in the online Bachelor of Arts in Business Administration – Marketing program from Florida Institute of Technology is a great first step to a public relations specialist career.
Public Relations Job Outlook
The U.S. Bureau of Labor Statistics (BLS) reports that public relations specialist employment will increase roughly 6% between 2023 and 2033. This is faster than the average growth rate for all occupations.
An increasingly competitive and global business environment, as well as the growth of social media in public relations, will drive demand for these specialists. In particular, organizations need capable public relations professionals to navigate how rapidly both good and bad news can spread in the internet age, leading to reputation disruption.
Competition for entry-level jobs is likely to be strong. The best opportunities should go to candidates with specialized knowledge and advanced education. Fluency in multiple languages and international experience may also provide an edge.
What Does a Public Relations Specialist Do?
Public relations specialists use a variety of methods to improve the image of their company or client. They may write press releases to announce new products and services, participate in community events and oversee charitable giving programs. Often, public relations specialists sponsor corporate events to enhance a firm’s visibility. They may study social, economic and political trends and make recommendations based on their findings.
Other duties include handling relations with various audiences, such as the media, local community, consumers, political organizations and government. Public relations specialists often manage communication with investors or regulatory agencies to establish and maintain positive relationships. Promoting an organization through community programs, speaking engagements, presentations and corporate sponsorships are also part of this occupation’s diverse job description.
In larger organizations, public relations specialists often report to a marketing manager, public relations manager or vice president. Smaller organizations’ public relations departments may consist of just one person — the public relations specialist — who is responsible for all aspects of the job, including planning and executing strategy, research and preparing materials for distribution. In some companies, these professionals may be responsible for advertising and marketing duties.
Typically, public relations specialists work in a fast-paced office environment. A 40-hour week is normal, but PR positions may require occasional overtime. Travel to attend meetings, trade shows and other events may also be necessary.
Potential Salary for Public Relations Specialists
According to BLS data, the median annual salary for public relations specialists was $66,750 in 2023. The middle 50% earned between $50,280 and $92,290. Salaries for the lowest 10% were around $38,570, while the highest 10% brought in upwards of $126,220.
Recent bachelor’s graduates will generally start out toward the low to mid-levels of this salary range. The top salaries usually go to public relations specialists with extensive experience and advanced education. Plus, PR professionals with substantial experience and education can pursue public relations manager positions — jobs with a median annual salary of $134,760 in 2023, as reported by BLS.
Public Relations Specialist Education Requirements
Many public relations specialists hold a bachelor’s degree in marketing, communications or other out-facing functions of business administration. Employers expect new hires to possess specialized skills and experience, acquired through education and experience.
The path to a public relations specialist career can begin with a bachelor’s degree in business administration with a concentration in marketing. Coursework typically covers essential business skills, principles of marketing, organizational behavior and development, marketing research, international marketing, marketing analysis and strategy, advertising, and management practices. Employers can be confident that graduates of a marketing-focused business administration program are able to:
- Lead all aspects of a public relations campaign
- Understand marketing strategies for diverse international environments
- Implement knowledge of market segment identification and growth management
- Influence public perception of a company through the application of contemporary behavior and classic organizational theories
- Leverage advanced skills and knowledge to succeed as a public relations specialist
Many employers offer opportunities for continuing education. It may be possible to gain an entry- to mid-level position with a bachelor’s degree and use tuition assistance to pay for a specialized master’s degree.
Essential Attributes for Public Relations Specialist Career Success
Public relations specialists need broad knowledge and sharp skills to obtain the best job opportunities. They must have excellent verbal and written communication talents, strong organizational skills and the ability to remain calm under pressure. Public relations specialists also need strong analytical and decision-making skills, and the fortitude to work in a challenging, fast-paced environment.
Aspiring PR professionals can develop these attributes and skills in a reputable business administration program with an emphasis on marketing. For individuals who are confident, articulate and willing to hone their marketing and PR skills through studies, the Bachelor of Arts in Business Administration – Marketing program from Florida Tech could provide an excellent platform to launch a successful public relations specialist career.
Learn more about Florida Tech’s online Bachelor of Arts in Business Administration – Marketing program.
