Public relations specialists aim to generate positive publicity for their clients and enhance their reputation. They may serve as the press secretary for the president of the United States, a communications director for Google or a media specialist for a small nonprofit.

As a public relations specialist, it’s your job to cultivate and maintain close and productive relationships with journalists, bloggers and opinion leaders. You’ll be asked to create print and web-based communications materials – which may include story pitches, press releases, Q&A interviews, presentations, video scripts and speeches – that are consistent with your client’s image and message. Other responsibilities range from acting as a company spokesperson for a variety of media inquiries and speaking directly to the press on behalf of your client – sometimes deflecting negative criticism – to preparing your client for press conferences, media interviews and speeches.

Social media outreach has become an integral part of a PR specialist’s job in recent years. "With the onset of social infrastructure such as Facebook, LinkedIn, Twitter and Pinterest, combined with the versatility of web tools, the jobs of public relations specialists are growing at a fast clip," says Gerard Corbett, founder and chief executive officer of Redphlag LLC, a public relations firm.
The Bureau of Labor Statistics projects 6.1% employment growth for public relations specialists between 2022 and 2032. In that period, an estimated 18,000 jobs should open up.

Most public relations specialists have a bachelor’s degree in communications, journalism, public relations, marketing or other relevant fields. Internships in public relations provide students with hands-on experience and are considered one of the best avenues to finding entry-level employment. Becoming a member in local chapters of the Public Relations Student Society of America, affiliated with the Public Relations Society of America, gives students the opportunity to network directly with professionals in the industry. Corbett says hiring managers will likely require two to five years of experience.