A bachelor’s degree in a communications-related field combined with public relations experience is excellent preparation for a person interested in public relations work.
Education and training. Many entry-level public relations specialists have a college degree in public relations, journalism, marketing, or communications. 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, healthcare, science, engineering, sales, or finance, for example.
Many colleges and universities offer bachelor's and postsecondary programs leading to a degree in public relations, usually in a journalism or communications department. In addition, many other colleges offer courses in this field. Courses in advertising, business administration, finance, political science, psychology, sociology, and creative writing also are helpful. Specialties may be offered in public relations for business, government, and nonprofit organizations.
Internships in public relations provide students with valuable experience and training and are the best route to finding entry-level employment. Membership in local chapters of the Public Relations Student Society of America (affiliated with the Public Relations Society of America) or in student chapters of the International Association of Business Communicators provides an opportunity for students to exchange views with public relations specialists and to make professional contacts that may help them to find a full-time job after graduation.
Some organizations, particularly those with large public relations staffs, have formal training programs for new employees. In smaller organizations, new employees work under the guidance of experienced staff members. Entry-level workers often maintain files of material about company activities, skim newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. New workers also may answer calls from the press and the public, prepare invitation lists and details for press conferences, or escort visitors and clients. After gaining experience, they write news releases, speeches, and articles for publication or plan and carry out public relations programs. Public relations specialists in smaller firms usually get well-rounded experience, whereas those in larger firms become more specialized.
Other qualifications. In addition to the ability to communicate thoughts clearly and simply, public relations specialists must show creativity, initiative, and good judgment. Decision-making, problem-solving, and research skills also are important. People who choose public relations as a career should have an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be assertive but able to participate as part of a team and be open to new ideas.
Certification and advancement. The Universal Accreditation Board accredits public relations specialists who are members of the Public Relations Society of America and who participate in the Examination for Accreditation in Public Relations process. This process includes both a readiness review and an examination, which are designed for candidates who have at least 5 years of full-time work or teaching experience in public relations and who have earned a bachelor's degree in a communications-related field. The readiness review includes a written submission by each candidate, a portfolio review, and dialogue between the candidate and a three-member panel. Candidates who successfully advance through readiness review and pass the computer-based examination earn the Accredited in Public Relations (APR) designation.
The International Association of Business Communicators (IABC) also has an accreditation program for professionals in the communications field, including public relations specialists. Those who meet all the requirements of the program earn the Accredited Business Communicator (ABC) designation. Candidates must have at least 5 years of experience and a bachelor's degree in a communications field and must pass written and oral examinations. They also must submit a portfolio of work samples that demonstrate involvement in a range of communications projects and a thorough understanding of communications planning.
Employers may consider professional recognition through accreditation as a sign of competence in this field, and such designations could be especially helpful in a competitive job market.
Public relations specialists who show that they can handle more demanding assignments are more likely to be promoted to supervisory jobs than those who are unable to do so. In public relations firms, an entry-level worker might be hired as a junior account executive and be promoted over the course of a career to account executive, senior account executive, account manager, and, eventually, vice president. Specialists in corporate public relations follow a similar career path, although the job titles may differ.
Some experienced public relations specialists start their own consulting firms. (For more information on public relations managers, see the Handbook statement on advertising, marketing, promotions, public relations, and sales managers.)
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