Careers in Public Relations
By Stephen Bucaro
The purpose of public relations is put a business or person in the publics view
and put them in the publics view in a favorable way. Public relations professionals
design a public relations campaign on behalf of a client. They then implement the
campaign, which usually involves writing press releases and pitching stories to
the media, e.g. television, radio, newspapers, and the Internet.
Public relations is a high-speed, high-pressure occupation where you spend a lot
of time contacting people by email, telephone, and in person. You may be required
to travel frequently, to make guest appearances on radio or television shows, to
give speeches, make presentations, or give seminars to groups.
The public relations person is often responsible for coaching company executives
and personnel in how to speak to the public, reporters and other media representatives.
A public relations person may also be responsible for coaching human resources
personnel in how to communicate with the company's employees.
A first job in public relations may involve grunt work like answering letters
or answering telephones. Or you may be fund-raising for a nonprofit organization,
special interest group, or political campaign.
A good public relations person must have good communications skills and understand
the principles of persuasion and the dynamics of public opinion. They must understand
the media and their requirements. Writing press releases can be challenging. You
have to make a press release sound so interesting that an editor will use it as
the basis of a story. Besides writing press releases, a public relations person may:
• design a public relations campaign
• create a press kit
&bull plan a public relations event
• write a speech or seminar
• write newsletters
• write brochures
• write training manuals
• create graphic designs
The salary for experienced public relations professionals is $50,000 to $85,000
or more per year. Public relations is also lucrative for freelance writers. A 1,500 word
article can pay $1,250 to $2,000 or more. A 2,500 word article can pay $2,000 to $3,000.
The second edition of
The Public Relations Writer's Handbook: The Digital Age
offers a simple, step-by-step approach to creating a wide range of writing, from basic
news releases, pitch letters, biographies, and media alerts, to more complex and
sophisticated speeches, media campaign proposals, crisis responses, and in-house
publications. In addition, the thoroughly expanded and updated second edition shows
how to keep up with the best practices of the public relations profession, as well
as with the speed made possible and required by the digital age.