How to become A Public Relations (PR) Specialist

PR Specialists orchestrate events and individuals to successfully manage a publicity crisis, avert a propaganda disaster or boost the public image of their employer or client.

• Communications Specialist
• Social Media Specialist
• Media Relations Specialist
• Public Affairs Specialist
• PR Specialist
• Public Relations Manager
• PR Manager
• Public Relations Coordinator
• Press Secretary (For Government)

What do Public Relations Specialists do?

A Public Relations Specialist would typically need to:

• Manage their employer’s or client’s communication with consumers, investors and media specialists to develop and maintain a favourable public image
• Analyse business objectives, policies and needs to design effective PR strategies that will influence public opinion or promote concepts, products or services 
• Respond to media requests for information or appoint a suitable spokesperson or information source
• Write press releases or other forms of media communication to promote their employer or clients
• Collaborate with colleagues to identify trends, key group interests or concerns and offer appropriate recommendations
• Develop and sustain a cohesive and symbiotic relationship with representatives of consumer, employee and public interest groups
• Orchestrate and publicise innovative and inspiring organisational-level programs that find favour with the public and stockholders
• Manage public response to organisational incidents or issues related to environmental management and public safety
• Train client representatives in effective communication with the public or employees
• Monitor and curate web content that they are accountable for; put together employee newsletters and stockholders’ reports for internal/external audiences
• Draft and deliver speeches to promote PR objectives; assist in the production of advertisements and promotions 
• Organise public appearances, lectures, contests or exhibits for clients either to increase product/service awareness or promote goodwill
• Work with advertising agencies to organise befitting promotional campaigns across diverse media outlets for products, organisations or individuals
• Plan or conduct market/public opinion research to test products or gauge the scope of product success; present a cohesive report to the client or management
• Initiate and execute worthy fundraising strategies for the organisation or client by identifying and appealing to potential donors and applying for grants

PR Specialists typically work in an office environment but may need to spend time elsewhere when delivering speeches and attending meetings or community activities. Occasional travel is standard, and so is a fast-paced work environment where they are responsible for successfully executing multiple parallel events while remaining accessible to important clients or stakeholders.

Generally, PR Specialists work full time up to 40 hours per week. However, they may often need to put in long hours to ensure things are going as per plan.

Finding a new job might seem challenging. PR Specialists can boost their job search by asking their network for referrals, contacting companies directly, using job search platforms, going to job fairs, leveraging social media, and inquiring at staffing agencies.

PR Specialists are generally employed by: 

• PR Firms
• Advertising Agencies
• Multinational Companies (MNCs)
• Educational Institutions
• Government Agencies
• Nonprofit Organisations
• Small and Medium Enterprises (SMEs)
• Political Organisations

Professional associations and organisations, such as The International Public Relations Association (IPRA), are crucial for Public Relations Specialists/Managers interested in pursuing professional development or connecting with like-minded professionals in their industry or occupation. Membership in one or more adds value to your resume while bolstering your credentials and qualifications.

• Ensuring adherence to essential ethical values and codes of conduct
• The need to deliver excellent results under severe time constraints and pressure
• Excessively high levels of professional competition which may make or break one’s career
• The need to remain calm and amiable in the face of unforeseen adversities and disharmony

Employers prefer candidates who have successfully completed internships at public relations firms or the public relations department of a commercial organisation. Prior work experience in sales and marketing, customer and personal service or clerical roles will also hone your interpersonal skills and ability to work with a wide range of people.

Creating a work portfolio that exhibits your ability in communications and media to prospective employers will serve you better in a competitive job market.

Leadership positions in your school or community will demonstrate your directorship and managerial abilities. Working for newspapers, blogs and social media platforms will help you acquire experience in journalism, highly valued by prospective employers.

Read about the profession and interview or job shadow experts working in public relations to prove your commitment to course providers and prospective employers.

A bachelor’s degree in public relations, journalism, communications or business is an essential prerequisite in every PR Specialist resume, although a small percentage choose to pursue a master’s degree in the above-mentioned subjects. An ideal program would give you a better understanding of business administration, psychology, public speaking and public relations.

Focus on English, business studies, psychology and communication and media studies in high school.

Certification demonstrates a PR Specialist’s competence in a skill set, typically through work experience, training, and passing an examination. 

Voluntary certification in public relations, marketing, supervision and management, marketing communication, economic development, business communication and business accountancy from an objective and reputed organisation can help you stand out in a competitive job market and become an independent consultant.

Certification in web design, graphic design, video and photo creation and editing software may also promote career growth. Successful certification programs protect public welfare by incorporating a Code of Ethics.

Performance, experience, the acquisition of professional qualifications and readiness to move between employers or geographical locations drive the career progression of PR Specialists.

From Account Director, you may be promoted as PR Director and eventually become a Board Member, Marketing Director, Head of Corporate Affairs or Director of Marketing and Public Relations.

Lateral movement into pure advertising or marketing divisions is also possible. A good network of contacts will give you the means to become a freelancing Consultant or set up your own agency. 

Candidates with the necessary experience working in public relations and media have the best job prospects.

Continuing professional development (CPD) will help active PR Specialists build personal skills and proficiency through work-based learning, a professional activity,  formal education, or self-directed learning.

On-the-job training under the guidance of experienced colleagues or through a formal program will help rookie PR Specialists learn the ropes of the trade. The training program may be as short as one month or as long as one year.

Keep Up With The Times

Socially, economically and politically conscious PR Specialists are better equipped to build and sustain the public reputation their organisation or client enjoy, thus facilitating the translation of significant goodwill and approval into equally valuable business growth. Strategic corporate events, media releases and interviews and advertisements go a long way in enhancing well-executed PR campaigns. 

Stick To The Facts! Abide By The Law!

Whether it is a lively company newsletter, a congratulatory organisational report or a high-profile publicity campaign, PR Specialists must ensure the content produced is factual and in line with the local laws.

You will work with the company’s or client’s lawyers to make sure there are no legal consequences for any of the plans executed by you. 

Potential Pros & Cons of Freelancing vs Full-Time Employment

Freelancing PR Specialists have more flexible work schedules and locations. They have full ownership of the business and select their projects and clients. However, they experience inconsistent work and cash flow, which means more responsibility, effort and risk.

On the other hand, full-time PR Specialists has company-sponsored health benefits, insurance, and retirement plans. They have job security with a fixed, reliable source of income and guidance from their bosses. Yet, they may experience boredom due to a lack of flexibility, ownership, and variety.

When deciding between freelancing or being a full-time employee, consider the pros and cons to see what works best for you.

91% of PR professionals prefer to keep in touch via email, while 47% prefer to meet in person.

It may seem like a cushy job where all you need to do is make sure the public image of your employer or client remains untarnished, but it requires more than the gift of the gab. A successful PR Specialist must be a judicious mix of EQ, IQ, SQ and AQ.

PR is people relations…how you connect makes all the difference. Communicate, listen and understand your key audiences.