What does a PR do?
Public relations specialists are responsible for growing, shaping, and maintaining a company's reputation and brand. Public relations specialists are tasked with identifying media opportunities, maintaining existing media relations, and promoting positive public awareness of the company through external communications. Public relations specialists can work in-house or for an agency. Public relations specialists span most industries.
Public relations specialists need to have a Bachelor's degree in public relations, marketing, communications, or a related field. Some public relations specialists choose to pursue an Acreditation in Public Relations (APR) by passing an exam, but this isn't always necessary. The best public relations specialists have exceptional interpersonal skills, are strong at time management, and have an eye for detail.
- Draft press releases, pitches, case studies, white papers, and media summaries
- Build relationships with new media contacts and maintain relationships with existing contacts
- Manage media requests in a timely and professional manner
- Pitch story ideas and content to media
- Ensure all communication is cohesive with the brand image
- Track and analyze media coverage to inform future campaigns
- Measure PR program impacts using regular reporting
- Organize, schedule, and prepare key leaders for press interviews
- Bachelor's degree in communications, journalism, public relations, marketing, or related field
- 3-4 years of experience in public relations or corporate communications
- Excellent organization skills
- Demonstrated ability to prioritize tasks and manage time effectively
- Strong working knowledge of a variety of public relations programs
- Strong oral and written communication skills
- Proficient in Microsoft Office
- Proven ability to develop, implement, and execute successful public relations campaigns
PR Salaries
Average Base Pay
PR Career Path
Learn how to become a PR, what skills and education you need to succeed, and what level of pay to expect at each step on your career path.
Years of Experience Distribution
PR Insights
Power Digital Marketing“Everyone is so welcoming and inclusive and really wants you to do the best you can do.”
ICD Property“There is also good recognition for when someone goes above and beyond their responsibilities which is good.”
42West“I learned a lot here and it was a great starting off point for a career in PR”
Simply Body Talk“Simply body talk serves as a catalyst for your personal growth and helps you get an exposure which is unbeatable!”
CROWD“rated salary to me and I had to threaten a report to MOM to get my wages”
“Such amazing staff! Kelly and Mark are some of the best people to work for!”
UNICEF“Learning and development is truly a priority and this could be a great job the beginning of your career.”
El Paso Electric“Perfect way to learn about the corporate world and it looks good on your resume.”
Frequently asked questions about the role and responsibilities of public relations specialists
Public relations specialists are responsible for curating and managing the image of a business, brand, person, or organization. The typical day of a public relations specialist might include communicating with the media, creating press kits, and filling the role of spokesperson.
Public relations is a fast-paced industry that requires work both in and out of the office. U.S. News lists public relations specialists as number three in best creative and media jobs. An advantage of becoming a public relations specialist is that job satisfaction is high due to good work-life balance and opportunities for advancement.
Yes, public relations specialists make good salaries. In the U.S. a public relations specialist's annual pay is $66,007 per year, which can vary based on experience and location. The salary for this career ranges between $49,737 per year and $87,599 per year.
When working as a public relations specialist, you may need to spend time during nights and weekends representing clients at events. They also need to handle stress well when a client is facing unwanted media attention, which can also require crisis management skills and overtime.