Public Relations Careers
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Editor & Writer
Writer
Editor & Writer
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Public relations specialists write media releases, manage brand identities, and handle crisis communications. Careers in this exciting field require exceptional communication and interpersonal skills.
Earning a bachelor’s in public relations can lead to a career as a public relations specialist, while a master’s in public relations can prepare you for leadership roles.
If public relations sounds like a good fit, keep reading for career requirements, salary data, and expert career advice.
Is a Public Relations Degree Worth It?
Earning a public relations degree can pay off. In this in-demand field, public relations specialists earned a median pay of $66,750 in May 2023, according to the Bureau of Labor Statistics (BLS), while PR managers earned $130,480.
You’ll hone communication, critical thinking, and public speaking skills while earning your degree. These skills can lead to diverse career opportunities in advertising, media relations, social media, and other fields that require strong communication skills.
“I pursued a career in communications and found my niche in Public Relations,” Anika Thomas, a strategic communications expert, tells Best Colleges. Thomas holds a bachelor’s degree in communication arts and a master’s in strategic communications and public relations.
“I believe listening to myself and playing to my strengths laid a lot of the groundwork for the success I’ve found in my career thus far,” Thomas adds.
Comparing the cost of the degree with public relations salary data can help you decide whether the degree is worth it. The total cost of a four-year bachelor’s degree is roughly $146,000 before factoring in financial aid. And master’s programs cost around $50,000-$85,000. Researching financial aid and finding an affordable program can help you save money.
You’ll need more than a public relations degree for a successful career, Thomas warns. “I believe education without preparation is a recipe for failure.” While pursuing your degree, Thomas recommends seeking out mentorship and professional development opportunities.
Public Relations Career Outlook
The BLS projects demand for qualified PR professionals outpaces the overall growth in the American job market between 2022-2032. For example, the BLS projects a 6% growth rate for public relations specialists over that period, which is higher than the 4% national growth average for all occupations.
Public relations professionals often command above-average salaries, especially as they gain experience. The following table highlights typical pay rates at various stages of common PR career paths:
| Job Title | Entry-Level (0-12 months) | Early Career (1-4 Years) | Midcareer (5-9 Years) | Experienced (10-19 Years) |
|---|---|---|---|---|
| Public Relations Specialist | $45,000 | $53,000 | $60,000 | $65,000 |
| Public Relations Coordinator | $41,000 | $45,000 | $51,000 | $50,000 |
| Public Relations Manager | $49,000 | $65,000 | $80,000 | $87,000 |
| Public Relations Director | N/A | $72,000 | $94,000 | $111,000 |
Skills Gained with a Public Relations Degree
Students pursuing a public relations degree learn to craft a public relations strategy, align public relations goals with advertising and marketing strategies, and build favorable public images for their organizations. The degree strengthens several key skills that benefit public relations professionals in the workforce, such as written communication and public speaking.
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Interpersonal Skills
Public relations professionals interact with the public and the media on a regular basis to promote a favorable image for their organizations. To succeed in public relations, professionals need strong interpersonal skills. Public relations students develop these skills through group projects, presentations, and internships. -
Organizational Skills
Public relations professionals often manage several client accounts, organize multiple events, and oversee a team of public relations specialists. Students acquire strong organizational skills by completing individual and group projects. -
Public Speaking
A public relations program strengthens students' public speaking skills by requiring in-class presentations. These public speaking skills benefit public relations professionals as they are often tasked with speaking on behalf of their organizations. -
Writing
Public relations students develop their writing skills through papers and projects. Strong writing skills help public relations professionals write press releases, speeches, and advertising copy. Professionals must be able to clearly communicate ideas through writing. -
Communication
In many ways, communication sits at the core of public relations. The ability to clearly and concisely deliver a message benefits public relations professionals in every industry, including strategic communications, copywriting, advertising, and marketing. Public relations students strengthen communication skills through papers, presentations, and internships.
Public Relations Career Paths
Public relations specialists can find job opportunities across multiple sectors. Major corporations, nonprofit organizations, and government agencies rely on public relations professionals.
“I was fortunate enough to work in non-profits for the bulk of my career, meaning there is no shortage of work and opportunity to gain and develop experience,” explains Thomas, who has also worked at a private college and a major public library system.
Whether you pursue a PR career in strategic communications, advertising, or another specialization, you’ll use your creative thinking and communication skills. “I love connecting people to resources and being a resource to those around me,” Thomas relates.
Here are some common concentrations within public relations:
PR Concentrations
Advertising
Public relations majors who wish to work in advertising study topics like print and broadcast media, effective advertising methods, and communications strategies in advertisement. Students also learn copywriting and persuasive writing skills. The coursework may link advertising to public relations objectives.
Strategic Communications
Students pursuing this career path study how to align communications with a strategic plan or brand identity. Students learn to promote an organization's brand through communications, maintain a positive brand identity, and deliver effective messages to consumers. The concentration may also emphasize outreach methods and coordinate with marketing and advertising.
Social Media
A social media concentration prepares public relations professionals to incorporate social media methods into strategic communications, public relations, and marketing. Students examine social media theory, digital communications, and organizational uses of social media for building brand identity. The concentration may also touch on search engine optimization (SEO), digital strategy, and digital analytics.
Media Relations
Public relations students who concentrate in media relations learn how to build a strong relationship between an organization, agency, or business and the media for the purpose of public relations. Students learn to shape media coverage, interact with media organizations for interviews, and promote a brand through media relations.
How to Start Your Career in Public Relations
Building a strong educational foundation can help you launch a career in public relations. Thomas started her PR career with a bachelor’s in communication. Then, she pursued a master’s to advance her public relations knowledge.
Thomas also suggests walking into college with three “dream jobs” in mind. “When you attend college, and your professor asks the traditional, ‘What do you hope to get out of this class?’, give them the description and tell them you want to leave being able to do this,” Thomas recommends. Maintaining a focus on your ultimate career goals will help structure your education.
Whatever your current degree level, advancing your education in public relations can open new career opportunities. Here’s what you can do with different PR degrees:
Associate Degree in Public Relations
With an associate degree in public relations, degree-holders can pursue entry-level opportunities in several industries, including advertising and marketing. Graduates with an interest in strategic or legal communications can pursue opportunities as paralegals, while those interested in marketing or advertising can pursue roles as advertising sales agents.
Earning an associate degree in public relations also prepares graduates to transfer into a bachelor's in public relations program.
What Can You Do With an Associate in Public Relations?
Administrative Assistant
Administrative assistants perform clerical and administrative duties for organizations in the business, education, healthcare, legal, nonprofit, and government sectors. They manage databases and filing systems, prepare reports and documents, and prepare invoices and reports. They may also schedule appointments, arrange staff meetings, and support staff at their organizations.
- Salary: $46,010
Paralegal
Paralegals maintain and organize legal files, conduct legal research, and draft documents to support lawyers. They examine laws and regulations, gather evidence and legal documents for attorney review, and summarize reports to help lawyers prepare for trial. Paralegals may also assist lawyers during trial. The position requires a certificate in paralegal studies.
- Salary: $60,970
Advertising Sales Agent
Advertising sales agents, also known as advertising sales representatives, sell ad space to businesses or individuals. They make sales presentations, interact with clients, and maintain client accounts. Advertising sales agents also provide estimates for the cost of advertising products or services, deliver sales presentations to new clients, and deliver proofs to clients for approval.
- Salary: $61,270
Bachelor's Degree in Public Relations
Earning a bachelor's degree in public relations can lead to careers in advertising, marketing, and public relations. The degree meets the entry-level requirements for many public relations jobs, including public relations specialist, market researcher, and copywriter. The skills gained during a public relations degree program also benefit event planning and writing professionals.
During a bachelor's program in public relations, students gain foundational skills in areas like strategic communications, media relations, and public relations. Prospective public relations majors can learn more about the top online public relations programs.
What Can You Do With a Bachelor's in Public Relations?
Public Relations Specialist
Public relations specialists shape public perception of their organizations to maintain favorable reputations. They draft press releases, respond to information requests from the media, and help clients communicate with the public. Public relations specialists also analyze advertising and marketing programs to ensure they meet the organization's goals and public relations strategy.
- Salary: $66,750
Market Research Analyst
Market research analysts study market conditions to help companies understand what products and services consumers want. They monitor and forecast marketing trends, measure the effectiveness of marketing strategies, and collect data through surveys and opinion polls. Market research analysts create reports for clients and management to help them make marketing decisions.
- Salary: $74,680
Public Relations Coordinator
Public relations coordinators create and maintain a positive public image for an organization. They may work in sectors like business, healthcare, or education, where they write news releases, distribute media kits, and organize public events. Public relations coordinators typically hold a bachelor's in public relations or a closely related field.
- Salary: $46,200 (as of March 2024)
Event Planner
Event planners coordinate events and professional meetings. They meet with clients, plan for the event's location and cost, and work with venues and service providers to meet the event's needs. Event planners also coordinate event services like transportation and food service. A background in public relations helps event planners understand an event's goals and promote the event.
- Salary: $56,920
Writer
Writers may create content for advertisements, books, speeches, articles, and blogs. They often conduct research, create drafts, and work with editors and clients to meet their needs. Writers may work in several subfields, including copywriting, content writing, and speech writing — all positions that benefit from public relations training.
- Salary: $73,690
Featured Online PR Bachelor's Programs
Master's Degree in Public Relations
With a master's degree in public relations, professionals can pursue leadership roles, such as public relations manager, advertising manager, and marketing manager. They may also hold titles like director or vice president. These professionals play a leading role in shaping an organization's public relations strategy, including media outreach, branding, and advertising.
During a master's program, graduate students can further specialize their training by pursuing a concentration. Prospective students can learn more about the top online public relations master's programs.
What Can You Do With a Master's in Public Relations?
Public Relations Manager
Public relations managers promote organizations and individual clients by designing a media strategy, researching social and market trends, and recommending ways to enhance public reputation and brand identity. They may supervise a team of public relations specialists and oversee internal communications. A graduate degree in public relations helps public relations managers succeed.
- Salary: $130,480
Advertising, Promotions, and Marketing Manager
Advertising managers oversee a team of advertising specialists working to promote a product or service. They may work for advertising agencies, businesses, or individual clients. Advertising managers oversee the creative process for developing advertisements and prepare budgets for campaigns.
- Salary: $156,580
Public Relations Director
Public relations directors help maintain the public image of an organization and protect its reputation. They present a positive image of their organizations for the media and the public by creating news releases, media kits, and PR strategies. Public relations directors can work in several industries, including education, business, and healthcare.
- Salary: $106,800 (as of March 2024)
Vice President of Public Relations
Vice presidents of public relations oversee an organization's PR strategy. They may also manage media relations teams and coordinate with branding and advertising teams. They help set brand strategies and respond to PR crises and negative publicity. They may also take a public role in representing the organization, interacting with the media as a spokesperson for the company.
- Salary: $136,140 (as of March 2024)
Marketing Director
Marketing directors oversee marketing tasks for an organization. They create projects to meet the organization's needs, communicate with clients, and manage marketing staff. Marketing directors also collect data on marketing performance to improve future projects. Marketing certifications and a graduate degree help marketing directors advance their careers.
- Salary: $97,700 (as of March 2024)
Featured Online PR Master's Programs
Doctorate Degree in Public Relations
Earning a Ph.D. in public relations prepares graduates for the highest positions in the field, including academic titles like professor and academic dean. During a Ph.D. program, doctoral students complete coursework that provides advanced public relations knowledge and training within a specialization.
Most programs reserve 1-2 years for dissertation research and writing, wherein doctoral students conduct original research in their specializations and write dissertations. After successfully defending their dissertation before a faculty committee, doctoral students earn their degree. Many academic positions, particularly on the tenure track, require a doctorate, and administrative roles at colleges and universities often prefer candidates with doctorates.
What Can You Do With a Doctorate in Public Relations?
Professor
Professors of public relations work in community colleges, four-year colleges, and universities. They may teach courses and design syllabi to meet the department's educational goals. PR professors also assess student learning, oversee projects, and mentor undergraduate and graduate students. Many professors also conduct and publish research.
- Salary: $84,380
Nonprofit Executive Director
A nonprofit executive director acts as the chief executive officer for a nonprofit organization. They oversee daily operations and work with the board of directors to achieve the organization's mission. Executive directors oversee development and management within their organizations, direct community outreach programs, and provide financial oversight.
- Salary: $74,800
Provost or Dean
Provosts and deans, also called postsecondary educational administrators, act as administrators within a college or university, often with academic responsibilities. Provosts assist the president by setting academic policies, overseeing faculty hiring, and managing the budget. Academic deans manage a college or academic division, including faculty members and budget.
- Salary: $102,610
How to Advance Your Career in Public Relations
Prospective PR professionals should consider supplementing their public relations degree with additional training. Common examples include optional professional certifications and continuing education programs, both of which signal expertise in and commitment to the field.
Certifications and/or Licensure
Currently, no PR-related career paths require candidates to earn or maintain formal, regulated licenses. However, many reputable professional organizations offer certification programs that deliver formal credentials endorsing specific skills.
For example, the Global Communication Certification Council offers two advanced certification programs to members: the Communication Management Professional (CMP®) designation for generalist practitioners and the Strategic Communication Management Professional (SCMP®) credential for specialist professionals.
Continuing Education
The professional certifications mentioned in the previous section can double as excellent continuing education initiatives. Professionals can often pursue these learning opportunities remotely while they continue to work their current jobs. If you already hold a PR degree, limit your search to professional programs for graduates. These programs typically focus on niche, in-demand skills and proficiencies designed to advance your career.
You can also advance your career through a higher degree. An advanced degree can position graduates for leadership roles in the field.
Next Steps
PR professionals can further advance their careers through professional organizations. These organizations may routinely put on events, conferences, and conventions where you can meet and interact with like-minded people in the PR industry.
Most professional organizations welcome students into their ranks. Many even offer membership discounts to current students and recent graduates, giving you further incentive to become active at an early stage of your career development.
How to Switch Your Career to Public Relations
Careers in public relations overlap with numerous other fields. People with degrees and experience in marketing, business management and administration, and communications can potentially transition into public relations jobs without earning a specialized degree. However, you can boost your chances of success by adding some PR-specific schooling to your CV.
To this end, you can pursue professional programs and advanced certifications. Heading back to school to get an advanced degree can also help. Depending on your academic background, you may qualify for master's programs in public relations if you already hold a bachelor's degree in a related field.
If you do not already have a bachelor's degree or if you completed a bachelor's degree in an unrelated field, enrolling in an undergraduate PR degree program may serve you well. Candidates with existing college-level schooling often qualify for advanced standing and transfer credits, which can greatly reduce your expected graduation timeline.
Where Can You Work as a Public Relations Professional?
PR professionals work in diverse industries and enjoy many employment opportunities. They may work for agencies, companies, or themselves. Salaries and opportunities are typically greater in well-populated urban areas with high concentrations of cutting-edge industries than in rural settings or places with low population densities.
Public relations professionals can work in a variety of industries, including advertising, marketing, and education. They may also work for nonprofit organizations, grantmaking organizations, or broadcast media companies.
Management of Companies and Enterprises
The management of companies and enterprises sector includes organizations that own controlling interests in other companies or enterprises. PR professionals help these organizations administer, oversee, and manage these organizations and establishments.
- Annual Mean Wage: $87,450
Advertising, Public Relations, and Related Services
The advertising, public relations, and marketing sector hires many PR graduates to persuade customers, promote products and services, and strengthen organizational brands.
- Annual Mean Wage: $90,400
Social Advocacy Organizations
Social advocacy organizations promote a cause or work toward a specific political goal. PR professionals help advocacy organizations raise public awareness and promote their causes.
- Annual Mean Wage: $70,230
Grantmaking and Giving Services
PR graduates in the grantmaking and giving sector focus on fundraising, donations, and grants. They may promote an organization that offers grants, communicate the organization's values, and raise visibility.
- Annual Mean Wage: $86,380
Radio and Television Broadcasting
The media sector – including radio and television broadcasting – employs PR professionals to act as media contacts, communicate values and goals, or promote a brand.
- Annual Mean Wage: $86,950
Professional Organizations for Public Relations
Frequently Asked Questions About Public Relations Careers
Does PR pay well?
Yes, careers in PR typically pay well. Public relations specialists earn a median pay of $66,750, according to May 2023 BLS data. The field also has career advancement opportunities, with PR managers earning $130,480 (BLS, May 2023).
Is it hard to get into PR?
Most careers in public relations require a bachelor's degree. Major in public relations, communications, or a related field can help you launch a PR career. Public relations specialists will see 6% job growth from 2022 to 2032, which is faster than average growth (BLS, May 2022).
Is PR a stressful job?
Working in PR can be stressful. The fast-paced nature of public relations, particularly in crisis communications, makes it a high-pressure career. And managing clients can add to the stress load. Successful public relations specialists draw on their stress management skills.
What is a public relations specialist career?
A public relations specialist carries out an organization's public relations strategy, which can include writing press releases, drafting speeches, and managing social media programs. With experience as a public relations specialist, or with a master's in public relations, these professionals can take on management responsibilities.
Which PR industry makes the most money?
The highest-paying industries for public relations specialists include advertising, government, and business, according to May 2022 BLS data. These industries all reported above-average median wages. PR specialists working in education and social services reported lower salaries.
Meet Our Contributor
Anika Thomas, MS
Anika Thomas is a community advocate and strategic communications expert with a passion for equitable education, transformative leadership and cultivating ecosystems of resources for our most underserved communities.
She holds a Bachelor of Arts in Communication Arts from Johnson C. Smith University and a Master of Science in Communication with a double minor in Integrated Communications & Advertising and Strategic Communications & Public Relations from Purdue University. She is also the owner and operator of Bridge Consulting Collective, a consulting firm providing engaging team development workshops and unique avenues to individual organization gaps.
