Public Relations Specialist Career Overview

Written by: East Carolina University® • Dec 5, 2024

A public relations specialist at a podium gives a press conference.

One of the critical components of many organizations’ success is a positive reputation. That means building brand awareness and making sure the company’s narrative is known as it evolves.

This is why a public relations specialist can be so important to a business. Public relations, or PR, helps create and curate these narratives in ways that help companies reach their target demographics. The work of PR specialists creates a connection between businesses and consumers that ideally transforms into brand loyalty.

Establishing that connection takes an understanding of what motivates a person to become a customer—or in the public sector, what drives someone to use a certain program. That’s why the role of a public relations specialist can be an attractive career for individuals who study psychology . With the right education , professionals can use their understanding of human behavior to create meaningful relationships between organizations and audiences.

What Does a Public Relations Specialist Do?

Public relations specialists cultivate an organization’s public image, overseeing strategies that keep the business in a positive public light. They guide the organization’s communication with the public, including existing and potential customers along with investors, reporters, journalists, and social media audiences.

A public relations specialist’s duties typically include writing press releases, responding to media requests, coordinating PR strategies with promotion and advertising campaigns, and evaluating public opinion through social media channels. Unlike advertising, which may look to purchase ad space to promote brand loyalty, public relations aims to earn brand awareness through the press and other channels.

Public relations specialists can work in a wide range of organizations. Those who work with PR firms can specialize in specific businesses or fields. PR specialists can also work for government agencies, where they work to inform the public about a government agency’s or official’s activities and projects.

How To Become a Public Relations Specialist

While there’s no single path to becoming a PR specialist, these steps can help aspiring public relations professionals appeal to hiring organizations.

Step 1: Meet Education Requirements

A bachelor’s degree is the minimum education requirement for PR specialists. Degrees in public relations, journalism, English, communications, or business are traditional paths. However, it is also among the many job options with a psychology degree because so much of the work revolves around understanding people’s behavior, from consumers of a new product to potential investors.

Step 2: Gain Experience

It’s crucial for individuals to find ways to apply the knowledge they cultivate through a degree program in real-world settings. This experience allows them to learn the nuances of the field; for those with a psychology degree, it can allow them to apply their psychology skills to specific situations. Individuals can gain experience through post-graduate, entry-level PR jobs such as research analyst or copywriter, or they can seek out internships while working on their degrees.

Step 3: Determine a Field of Interest

While many of the core duties of public relations are the same, how they are applied can be determined by the specific field. As an individual learns about the industry, they could hone their focus toward a field that best aligns with their own personal interests, such as advertising, education, or politics.

Step 4: Join Associations and Pursue Certifications

Joining a professional association such as the International Association of Business Communicators (IABC) or the Public Relations Society of America (PRSA) can help aspiring PR specialists network. These connections can have a significant influence on an individual’s career.

Professional associations can also offer pathways toward certification. While it’s not usually required for public relations specialist positions, certification can provide potential employers further validation of an individual’s expertise.

Step 5: Build a Portfolio

As individuals gain experience, it is important to compile a portfolio of their projects. Typically, a portfolio consists of a resume, writing samples such as press releases or online copy, social media campaign work, and contact information. For those seeking a PR specialist role in a specific industry, it can be important to highlight industry-relevant projects.

Public Relations Specialist Salary and Job Outlook

The median annual salary for public relations specialists was $66,750 in 2023, according to the U.S. Bureau of Labor Statistics (BLS). Factors affecting salary can include education level, experience, industry type, and location.

The BLS projects that positions for public relations specialists will increase by 6% between 2023 and 2033.

Embark on a Career That Promotes Your Talent

A public relations specialist’s work can help shape a company’s narrative. Presenting a compelling story can help improve public awareness, whether that story is about a product or a public policy. Aspiring PR specialists with a background in psychology can use their understanding of human behavior to craft stories that support an organization’s goals.

The Online Bachelor of Arts in Psychology program at East Carolina University®️ offers a foundation in the roots of human motivation that can be applied to business roles in communication, public relations, and more.

Find out how ECU can help you cultivate the knowledge and skills to succeed.

Recommended Readings:

8 Types of Psychology To Know

Psychology Skills To Level Up Your Career

What Is Organizational Psychology?

Sources:

Forbes, “Why Is PR So Essential For New Businesses? Here Are 14 Reasons”

Indeed, Advertising vs. Public Relations (PR): 5 Key Differences

Indeed, How To Become a Public Relations (PR) Specialist in 6 Steps

International Association of Business Communicators, Who We Are

Public Relations Society of America, About

Public Relations Society of America, About Public Relations