Public Relations Degree Program and Career Education

While an advertising agency communicates a company's message to a targeted audience, a public relations (PR) agency communicates that message to the press. The idea is that a message that comes from the press is thought to be more objective and therefore more favorable to the company.

Public relations specialists can work either at a PR agency, where they'll serve multiple clients, or in the PR department of a large company, where they'll serve that company. PR professionals speak on behalf of their client, often pitching story ideas to the press, writing press releases, and creating press kits. They plan conventions, organize fund-raising events, set up speaking engagements, write speeches, arrange interviews, and publish newsletters, all with the goal of shedding a positive light on their client.

PR specialists spend most of their time talking to the press and writing up press releases, speeches, and reports, so they must have excellent verbal and written communication skills. They should also be outgoing, friendly, confident, articulate, and persuasive. They should be able to get along well with all kinds of people.

Education, Training and Degrees in Public Relations

Most positions in public relations require at least a bachelor's or master's degree, typically in journalism, communications, English, public relations, or marketing. Some companies prefer an education based on the company's type of business, such as engineering, law, health, or finance.

Public relations experience, usually gained through an internship, is also favored. In addition, students can join the Public Relations Student Society of America, while professionals can join the Public Relations Society of America, where they have the opportunity to network and exchange ideas and techniques with other professionals.

Find more information about online Business degrees, certificates, and diplomas.

Explore Career Opportunities in Public Relations

One can find any number of different career opportunities within the field of public relations, in both private sector and in government, as a spokesperson for a candidate or department. Below are a few of the most common PR professions. Below are more details concerning careers within this field.

Public Affairs Specialist
Public affairs specialists are PR professionals who work for government agencies in the "public affairs" office. They help to translate government policy for the public, keep the public informed about the activities of the agencies and officials, and communicate the concerns of the public back to the government.

Account Executive
Account executives work directly with clients, track trends, write speeches, represent the company at press conferences, write press releases, plan events, and create reports.

Account Coordinator
Account coordinators are generally entry-level PR professionals who perform administrative work and support an account executive by helping with research, maintaining media contacts, mailing out press kits, and clipping articles.

Account Manager
Account managers supervise account executives and coordinators. They oversee the account while performing many of the same duties as that of the account executive, such as writing press releases, planning events, and representing the company at press events.