• An organization's reputation, profitability, and its continued existence can depend on the degree to which its targeted public supports its goals and policies.
• Public relations specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for clients seeking to build and maintain positive relationships with the public.
• Their clients include businesses, non-profit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public.
• As managers recognize the link between good public relations and the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of their communications.
• Public relations specialists handle organizational functions, such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations.
• Public relations specialists must understand the attitudes and concerns of community, consumer, employee, and public interest groups to establish and maintain cooperative relationships between them and representatives from print and broadcast journalism.
• Public relations specialists draft press releases and contact people in the media who might print or broadcast their material.
• Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists.
• Sometimes, the subject of a press release is an organization and its policies toward employees or its role in the community. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does to advance that issue.
• Public relations specialists also arrange and conduct programs to maintain contact between organization representatives and the public. For example, public relations specialists set up speaking engagements and prepare speeches for officials.
• These media specialists represent employers at community projects; make film, slide, and other visual presentations for meetings and school assemblies; and plan conventions.
• In large organizations, the key public relations executive, who often is a vice president, may develop overall plans and policies with other executives.
• In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.
• People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job.
• These public relations specialists contact people, plan and research, and prepare materials for distribution.
• They also may handle advertising or sales promotion work to support marketing efforts.

• The need for good public relations in an increasingly competitive and global business environment should spur demand for these workers, especially those with specialized knowledge or international experience.
• Employees who possess additional language capabilities also are in great demand.
• The recent emergence of social media in the public relations is expected to increase job growth as well. Many public relations firms are expanding their use of these tools, and specialists with skills in them will be needed.
• Employment in public relations firms is expected to grow as firms hire contractors to provide public relations services, rather than support more full-time staff when additional work is needed.
• Among detailed industries, the largest job growth will continue to be in advertising and related services.
• Keen competition likely will continue for entry-level public relations jobs, as the number of qualified applicants is expected to exceed the number of job openings.
• Many people are attracted to this profession because of the high-profile nature of the work.
• Opportunities should be best for college graduates who combine a degree in journalism, public relations, or another communications-related field with a public relations internship or other related work experience.
• Applicants who do not have the appropriate educational background or work experience will face the toughest obstacles.

Public relations specialists create favourable attitudes among various organizations, interest groups, and the public through effective communication. Other workers with similar jobs include Advertising, marketing, promotions, public relations and sales managers; Demonstrators and promoters; Lawyers; market and survey researchers; News analysts, reporters, and correspondents; Sales representatives, wholesales and manufacturing.

• BA in public Relations, Communication, Journalism or Marketing