As long as you’re comfortable with communication, you can start a career in public relations. The only catch is knowing where to begin. The great thing about PR is its versatility in practice, which means that the range of jobs is impressive and offers something for everyone.
Whether your passion is food, nutrition, sports, photography, science, or something else, there’s a way to make it your job in public relations. It’s safe to say that PR is a great field that allows you to be yourself and pursue your interests.
Why Starting a Career in PR Is Exciting?
Although public relations is a rapidly evolving discipline, don’t make the mistake of thinking it’s solely about publicity. This misconception is widespread, but the truth is that PR is much more than that. That’s what makes it an exciting career choice. In essence, PR helps brands to support their sales efforts by connecting people with those brands. The key component that makes that connection genuine is a story.
Here’s the thing: there’s an insatiable appetite for content in modern society. On the other hand, people are tired of being talked about and sold to. They crave stories more than ever, but they need to be raw and genuine.
That’s where public relations comes into play. PR is both an art and a science of creating awareness for brands that stays at the forefront of people’s minds. And so, a story is born.
The Top 15 Public Relations Jobs You Need to Know About
The field of Public Relations offers a wide range of job opportunities. Here are some of the most common roles you can find in the Public Relations industry:
- Public Relations Specialist
- Media Relations Manager
- Communications Director
- Social Media Manager
- Event Coordinator
- Crisis Communications Manager
- Public Affairs Specialist
- Investor Relations Manager
- Brand Manager
- Content Marketing Manager
- Reputation Manager
- Community Relations Manager
- Government Relations Specialist
- Corporate Communications Manager
These roles may vary depending on the industry, size of the organization, and location. However, they all have a common goal of managing and maintaining an organization’s reputation and building relationships with stakeholders.
Public Relations Specialist
A Public Relations Specialist is responsible for managing the public image and reputation of an individual or organization. They develop and implement strategies to create a positive image and maintain positive relationships with the media, stakeholders, and the public. This involves crafting and distributing press releases, organizing events and campaigns, and responding to inquiries from the media and the public.
Media Relations Manager
A Media Relations Manager is responsible for building and maintaining relationships between an organization and the media, with the goal of securing positive coverage and managing any negative press. They work closely with journalists, reporters, and other members of the media to pitch stories and provide them with relevant information about the organization.
Media Relations Managers also develop and implement media strategies to ensure that their organization is portrayed in a positive light. This involves crafting and distributing press releases, organizing press conferences, and responding to media inquiries. They may also be responsible for managing social media accounts and monitoring online media coverage.
A Communications Director is a senior-level executive responsible for developing and executing communication strategies for an organization. They oversee all internal and external communications, including public relations, marketing, and branding initiatives.
Communications Directors work closely with the executive team to ensure that messaging is consistent with the organization’s overall goals and objectives. They also manage a team of communication professionals, including public relations specialists, social media managers, and content creators.
Crisis Communications Manager
A Crisis Communications Manager is responsible for managing an organization’s communication strategy during a crisis or emergency situation. They work closely with leadership teams to develop and implement crisis communication plans that prioritize the safety and well-being of employees, customers, and stakeholders.
Crisis Communications Managers create and disseminate messaging to all affected parties, including employees, customers, and the media. They also monitor and analyze media coverage to gauge public sentiment and adapt communication strategies accordingly.
Public Affairs Specialist
A Public Affairs Specialist is responsible for developing and implementing an organization’s public affairs strategy to enhance its reputation and build positive relationships with stakeholders. They work closely with government officials, community leaders, and other external stakeholders to promote the organization’s goals and objectives.
Public Affairs Specialists create and disseminate messaging to internal and external stakeholders, such as press releases, newsletters, and social media posts. They also manage relationships with media outlets and other communication channels to ensure that the organization’s message is effectively communicated.
A Publicist is a professional responsible for managing the public image and reputation of individuals, companies, organizations, or brands. They work with clients to develop and execute communication strategies that promote positive public perception and increase brand awareness.
Publicists develop and pitch story ideas to journalists and media outlets to secure coverage, and may also create press releases, blog posts, and other content to share on social media or other channels.
Community Relations Manager
A Community Relations Manager is responsible for developing and implementing community outreach and engagement initiatives for an organization or company. They work to build relationships with community members, organizations, and local leaders to create a positive image and reputation for their organization.
Social Media Manager
A Social Media Manager is responsible for managing an organization’s social media presence across various platforms, such as Facebook, Twitter, Instagram, and LinkedIn. They develop and implement social media strategies to increase engagement, reach, and followers, as well as monitor and analyze social media metrics to evaluate the effectiveness of campaigns.
Public Relations Job Opportunities: Which One Is for You?
Getting started in PR requires research. It’s important to identify opportunities that align with your interests and skills, rather than simply liking the sound of the job. Reading job descriptions is crucial; read several descriptions and analyze them to get a clear idea of what the role entails.
Start by focusing on the type of PR you’re most interested in, and then research opportunities in your location. Pay attention to daily responsibilities, required qualifications, and hiring trends. For example, digital analytics and video PR are currently in high demand.
PR is a fast-paced and dynamic field that offers plenty of room for creativity. As we enter 2023, it’s a great time to explore the types of PR jobs available and find the one that’s the right fit for you.
Do you consider yourself a digital nomad? Before the new normal entered our lives, being a digital nomad was more of a thought experiment for bleeding-edge firms. Moving into 2023, we will likely be the closest we have been to the vaunted “before times,” yet remote work policy has become the new normal. This approach isn’t the right fit for every PR job, but if being a digital nomad is okay for you, expect your opportunities to reach new heights.
Top companies such as Microsoft, Google, PwC, and Facebook have opened their doors for employees to live anywhere in the world without disrupting their daily routine. PR agencies have already embraced digital nomads and have seen the candidate pool explode. See for yourself; you’re more likely to use filters when you look for something. And if one of the preferred matchboxes is removed, your options list grows. The same story applies here. When location is omitted as a requirement, the list for the best and brightest, prioritizing talent, has no limit.
Jobs: Copywriter, Facebook/Google Ad Creator, Business Tracking & Metrics Analyst, Video Production/Editor, Social Media Manager
AI and PR
Technology is no longer a vision of the future but a reality we use every day to project our digital selves. In 2023, technology is everywhere, and the PR industry is no exception. The government uses AI in data analysis to detect and counteract threats, and non-profits use chatbots to spread awareness of their causes. AI has made its way into every field, and while there are concerns about job loss and redundancy, it’s not all doom and gloom.
Is AI also a threat to the PR industry? Nope, that’s far from the truth, according to a survey. 51% of respondents feel enthusiastic about AI’s potential, while 64% cited a notable improvement in their team’s tech proficiency. In turn, 61% of respondents said that AI is helping them to link PR efforts directly to goals such as sales and brand awareness.
So, what are the benefits of AI for PR? The benefits of AI in public relations are enormous. First, it’s the opportunity to streamline routine workflows, saving time for other everyday tasks. AI can help PR businesses process the sheer volume of material they must go through.
With data at the heart of AI, it’s not enough to collect it. To be able to report on it to other people is vital. So, who says you can’t be the next artificial intelligence specialist in PR?
Jobs: machine learning engineers, information research scientists, and data analysts
Simplicity is the Key in Media PR
Media is the foundation of modern PR practice. The world is becoming more complex, and this complexity makes things even harder for us. Our attention spans are shorter, and our anxiety levels are rising. In this environment, the best content doesn’t necessarily win, but the most effective one does.
Communicating a concise message while navigating the digital landscape is not an easy task. However, it is essential to explain who you are and why people should work with you. In other words, the more you simplify your brand image, the easier it is to share it through media. The best media PR professionals are skilled at simplifying their message and making it resonate with their target audience.
The most effective media PR specialists can help journalists to develop their stories quickly. They have exceptional writing skills and continuously refine them. They know how to write everything, from speeches and press releases to op-eds, media pitches, proposals, and social media captions. Each type of writing requires a specific style and serves a unique purpose.
Jobs: Publicist, Media Relations Manager, Social Media Strategist, Public Relations Account Executive, Social Media Specialist
The primary goal of designing an event is to connect the media with a brand through a unique experience. Although the return of live events has been a long time coming, there’s still hope on the horizon. As more people get vaccinated, in-person business events are poised to return.
The best event PR is memorable for all the right reasons, allowing attendees to engage positively with the brand. So, how does it work?
The primary objective is to get people talking about your business. Whether they’ve seen, heard, or experienced your brand, they can help spread the word. From trade shows and award ceremonies to industry conventions and networking functions, live events have no end in sight. And the best event PR specialists know how to leverage them to reach a captive audience.
Jobs: Event Specialist, Public Relations Intern, Public Relations Assistant
If you plan to go into PR, be prepared for crises. Otherwise, one wrong decision can cost millions. Being an issues manager means finding the right solutions that can save businesses. Done well, your work can manage your brand’s reputation in line with the expectations of its stakeholders.
Do you like playing guessing or prediction games? Well, air crashes, oil spills, or mismanaged donations can happen. Check which crisis prediction is the closest one for your industry and start mitigating that problem. Depending on the industry, you may be grappling with crises every other week.
Nobody prays for crises, yet they happen. That is the heavy-duty end of PR—being prepared. For that, you need to scan your industry for possible scenarios, then develop a plan for each of them and rehearse it.
Jobs: Crisis Manager
Do you find navigating the corridors of government intriguing? For most of us, that is confusing. As the PR, your task is to help your organization move in the right direction.
How important is it to maintain government relations? It is critical. The best pros develop and maintain the best way to do what is right for their clients.
Jobs: Government Relations Director, Government Relations Specialist,
Government Affairs Manager
The goal behind community relations is to ensure that your brand and the host community are at peace with each other. As a community PR professional, you are the point of contact between the organization and the community. The best approach is to use community psychology to create a positive and welcoming atmosphere for the business. Having a thick skin can be helpful in this role.
This job includes facilitating fundraising events, volunteer activities, charity programs, and partnerships. Community relations specialists also write content for public and media promotions to increase brand awareness and promote the company’s mission within the community.
Jobs: Community Relations Coordinator, Community Relations Director, Employee Relations Manager
Content Marketing Platform
- 100,000+ media publications;
- get backlinks to your product;
- scale work with content distribution.
The Future of Public Relations Jobs: Trends and Opportunities to Watch
The field of public relations is constantly evolving, and there are several trends that are shaping the future of PR jobs. One of the biggest trends is the growing importance of digital and social media. As more people spend time online, organizations need to develop strategies to reach and engage with their audiences on digital platforms. This has created a demand for PR professionals who are skilled in digital marketing, social media management, and content creation.
Another trend is the increasing demand for data-driven PR strategies. With the availability of big data and analytics tools, organizations are looking for PR professionals who can use data to measure the effectiveness of their campaigns and make informed decisions about their strategies.
In addition to these trends, the rise of influencer marketing, the emergence of new technologies and tools, and the continued globalization of the industry are also shaping the future of public relations jobs.
Overall, the future of public relations jobs looks promising, as organizations recognize the value of reputation management and building relationships with their audiences. As long as PR professionals stay current with the latest trends and continue to develop their skills in areas such as digital marketing and data analysis, they should be well-positioned for success in the future.
To sum up
In summary, PR is not always easy. However, if you decide to pursue a career in PR, don’t be afraid of failure. The more you fail, the more you can learn. Look at job descriptions from across the country and consider what skills are in demand, then think about how you can contribute.