How to Become a PR Specialist

To better understand the role a PR specialist plays in the lives of their clients, imagine two bustling cities which cannot reach each other without a stable and trustworthy bridge to connect them. In essence, a PR specialist is the bridge between the client and the public. Only to the extent that the bridge is solid and well-constructed will the client flourish in the eyes of their audience. In order to become an in-demand PR specialist, you will need to carefully orchestrate a blend of education, skill, experience and talents. 

To reach the highest levels of achievement in the PR field, you will need to have a bachelor’s degree or a master’s degree in the field of PR, or a degree in a field which is related. However, before delving into the search for a college make sure that the ones you are researching are accredited institutions of higher education. Having a degree from a recognized and reputable university or college will make the time, money, and effort you will expend worthwhile. 

Get a BA in Public Relations

As in most bachelor’s programs, you will need to attend school for approximately four years, full-time. Your general education requirements will give you a firm foundation for your upper division PR classes. Choose your GE classes with this in mind. A PR specialist must be able to communicate with both clients and the public, therefore you will need to be able to express yourself in the most professional of ways. Take at least one English grammar-based course, possibly a writing class, to ensure your emails, media copy and marketing approaches are as well-constructed as possible. 

Once you finish your GEs (general education requirements), you can embark on those upper division courses which specialize in public relations. Here is a sampling of the areas to look for:

1. Every college with a PR degree will offer and probably require you to take units in an Introduction to Public Relations. This will undoubtedly be an excellent opportunity for you to experience the overall PR field with regards to its unique history, theories within the discipline and the nuts and bolts of taking your education directly into the field of public relations.
2. Theory courses in the field of Communications will help you understand the ever-fluctuating dynamic between public perceptions and the PR campaign. Historical trends, the mechanics of persuasive and informative communications, the effects of specific speech with regards to the masses, and effective public relations strategy, are just a sampling of what you might learn in these courses.
3. Some colleges offer classes in PR strategy and the mechanics of campaigning. This would be a vital class to consider if you have your sights set on being a PR manager or agent for an elected official or politician. Classes in this area are geared towards how to plan a campaign, the mechanics of implementing a campaign, as well as how to measure the degree of success within a campaign. 
4. Media Writing courses will take you down the path of authoring press releases, marketing-based articles, content organization, presentations, journalistic applications and decorum for various audiences.
5. Media Relations will be a course you will want to take on your journey to becoming a PR specialist. These courses will demonstrate and instruct you on how to forge and maintain relationships with those responsible for major media outlets and their activities. Some of the topics might include how to effectively interact with journalists and constructing effective pitches.
6. With the advent of social media, it became imperative that students learn how to leverage these platforms into success for their clients. Be sure and take at least one course in this area in order to become an accomplished PR specialist.
7. Part of becoming a PR specialist is knowing how to research and analyze data in order to create and monitor any type of promotional activity or campaign. Even if your PR program does not offer a course in data management, analytics or statistical research, it is more likely than not you will find such courses in departments like accounting and/or economics. Be sure to enrich your education with a course which will give you at least an introduction to these important skills.

Within the educational category, how to become a PR specialist includes everything mentioned above, as well as knowledge in areas such as graphic design, marketing and advertising, event planning and management, corporate communication, legal and ethical issues in the public relations field, and some aspect of crisis communication. If the college you seek to attend does not offer a BA in Public Relations, consider a degree in communications, journalism, or marketing.

In addition to, or even during your college years, make sure you do the following to become a PR specialist:

Develop Relevant Skillsets & Practical Experience

1. Writing: Begin to write mock copy and content for a fictional client or campaign. If possible, find professionals in the field who might be willing to assess your skills and provide guidance for growth.
2. Interpersonal Relationships: In order to be in the PR field, you must be able to initiate and pursue relationships with key individuals in prominent positions. If you have no experience in this area, you will need to acquire the skills involved. Join a public service group with memberships comprised of business professionals, such as Rotary International, Kiwanis International, Lions International, and Optimist International, just to name a few. Rigorously participate in all meetings and events, develop friendships, and be sure to be involved at every possible level.
3. Experience: There is nothing which can replace practical experience. Look close to home and find out what PR firms are in your area. Make contact with them and ascertain if you would be a candidate to volunteer onsite and/or engage in an internship. Nothing can replace the intrinsic value of experience in the workplace and on your resume. 

Job Outlook for Public Relations Specialist 

According to the U.S. Bureau of Labor Statistics (https://www.bls.gov/), Public Relations Specialists have promising opportunities in store for the time period spanning 2022-2023. The field is growing by 6% per year, which is much faster than average rate. In 2022 there were 297,100 jobs, and the median pay per year was $67,440, while the median hourly wage was $32.42. (As a reminder, the “median” amount is not an average, it is the middle value of a dataset. For the U.S. BLS definition go to: https://www.bls.gov/cps/definitions.htm#medianearnings ).

In order to become a PR specialist, you will need to combine a degree (from an accredited college), with specialized skills and experience. Begin today! Your bright future awaits.