What does a Public Relations Specialist do?
Public relations specialists are responsible for growing, shaping, and maintaining a company's reputation and brand. Public relations specialists are tasked with identifying media opportunities, maintaining existing media relations, and promoting positive public awareness of the company through external communications. Public relations specialists can work in-house or for an agency. Public relations specialists span most industries.
Public relations specialists need to have a Bachelor's degree in public relations, marketing, communications, or a related field. Some public relations specialists choose to pursue an Acreditation in Public Relations (APR) by passing an exam, but this isn't always necessary. The best public relations specialists have exceptional interpersonal skills, are strong at time management, and have an eye for detail.
- Draft press releases, pitches, case studies, white papers, and media summaries
- Build relationships with new media contacts and maintain relationships with existing contacts
- Manage media requests in a timely and professional manner
- Pitch story ideas and content to media
- Ensure all communication is cohesive with the brand image
- Track and analyze media coverage to inform future campaigns
- Measure PR program impacts using regular reporting
- Organize, schedule, and prepare key leaders for press interviews
- Bachelor's degree in communications, journalism, public relations, marketing, or related field
- 3-4 years of experience in public relations or corporate communications
- Excellent organization skills
- Demonstrated ability to prioritize tasks and manage time effectively
- Strong working knowledge of a variety of public relations programs
- Strong oral and written communication skills
- Proficient in Microsoft Office
- Proven ability to develop, implement, and execute successful public relations campaigns
Public Relations Specialist Career Path
Learn how to become a Public Relations Specialist, what skills and education you need to succeed, and what level of pay to expect at each step on your career path.
Average Years of Experience
Public Relations Specialist Insights
Power Digital Marketing“Everyone is so welcoming and inclusive and really wants you to do the best you can do.”
“Such amazing staff! Kelly and Mark are some of the best people to work for!”
UNICEF“Learning and development is truly a priority and this could be a great job the beginning of your career.”
“This is truly an amazing place to work and the coworkers are awesome to work with.”
The N2 Company“No bonuses (unless you count Olive Oil as a great Christmas Bonus.. no.”
DigiGrowHub“So thank you so much Digi Grow Hub for giving me such great opportunity to work with you.”
Markitors“Truly an amazing place to work filled with opportunities every day to add your own personal stamp.”
Baltimore County Public Schools“Everyone was willing to give a helping hand while I got comfortable with the job.”
Frequently asked questions about the role and responsibilities of public relations specialists
Public relations specialists are responsible for curating and managing the image of a business, brand, person, or organization. The typical day of a public relations specialist might include communicating with the media, creating press kits, and filling the role of spokesperson.
Public relations is a fast-paced industry that requires work both in and out of the office. U.S. News lists public relations specialists as number three in best creative and media jobs. An advantage of becoming a public relations specialist is that job satisfaction is high due to good work-life balance and opportunities for advancement.
When working as a public relations specialist, you may need to spend time during nights and weekends representing clients at events. They also need to handle stress well when a client is facing unwanted media attention, which can also require crisis management skills and overtime.