In a world where information travels at lightning speed, reputations can be shaped — or damaged — instantly. One news article, social media post, or viral video can be all it takes to influence public perception. This is where public relations (PR) specialists come in. These professionals help manage how the public, media, and stakeholders view their clients by crafting compelling stories, managing communication channels, and navigating crises.
In this article, you will learn what a public relations specialist does, including their typical responsibilities, the skills necessary to succeed, and the education needed to join this growing field.
What Is a Public Relations Specialist?
According to the Bureau of Labor Statistics (BLS), public relations specialists create and maintain a positive public image through media relations, social media, events, and other communication strategies. They act as the bridge between a client and the public, managing how key messages are delivered and received.
Public relations professionals, including PR specialists, provide insights, shape brand positioning, and craft strategic messages to foster positive public perception. PR involves “managing communication to build mutually beneficial relationships between organizations and their publics,” according to the Public Relations Society of America (PRSA).
As the field of public relations continues to grow more complex with evolving digital communication, it is increasingly vital for PR professionals to adapt to changes in technology and consumer behavior.
Public Relations Specialist Responsibilities
A PR specialist’s role is multifaceted and ever-changing. They often handle communication between an individual, group, or organization and their audience, including consumers, investors, reporters, and other media specialists. By drafting media releases and developing social media programs, PR specialists can shape the public perception of their clients and increase awareness of each client’s work and goals.
PRSA explains that PR professionals use multiple communication and marketing strategies to convey an organization’s message across numerous platforms.
Typical responsibilities of a PR specialist include:
Media Relations and Content Creation
Supporting external relationships and communications is an important aspect of the PR specialist's role. They are often the go-to resource for investors, reporters, and other media specialists, helping coordinate press coverage and manage interview opportunities.
Some key tasks of a PR specialist include:
- Responding to media requests or directing media representatives to appropriate spokespersons
- Establishing and maintaining strong external relationships
- Writing press releases and coordinating information for public distribution
- Coaching client representatives on effective public speaking and communication strategies
- Helping develop PR strategies aligned with organizational goals to shape public opinion or promote products or services
- Collaborating on the planning and execution of promotional media campaigns
- Writing or presenting speeches
Crisis Management
One of the most critical duties of a PR professional is crisis management — helping clients prepare for, manage, and resolve crises. A proactive and well-structured crisis plan can prevent issues from escalating and help restore trust and confidence.
Duties in this area that PR specialists can help with include:
- Developing contingency communication plans
- Identifying potential vulnerabilities and selecting spokespersons
- Assessing past responses to improve future outcomes
- Collaborating with other managers to determine trends and address concerns
Event Planning
PR specialists often help organize and coordinate events to generate positive media coverage and strengthen public relations. Events can include:
- Product launches
- Fundraisers
- Promotional activities
PR specialists also arrange and coordinate:
- Public appearances
- Lectures
- Contests
- Exhibitions
Social Media Monitoring
Social media platforms are powerful tools for building — and managing — public perception. PR specialists utilize social media to monitor the public's opinion of their clients and respond to questions or concerns.
PR specialists' roles in social media management include crafting engaging social media strategies and developing monthly content calendars.
What Skills Do Public Relations Specialists Have?
Success in PR requires more than strong communication. Key skills for public relations specialists include:
- Strong interpersonal skills: Since PR specialists interact with a wide range of people — from journalists and executives to the general public — they must be approachable and friendly to maintain a positive public image of each client.
- Excellent organization: Managing events, deadlines, and multiple campaigns simultaneously requires exceptional multitasking and planning abilities.
- Adept strategic thinking and problem-solving: PR specialists often navigate sensitive issues. The ability to quickly make sound decisions, including what information is shared and how it is shared, is crucial.
- Confident public speaking skills: Representing clients publicly requires PR specialists to clearly and persuasively articulate their messages.
- Strong writing abilities: Whether it’s a press release, speech, or social media post, PR specialists must write clearly and concisely to engage the reader and convey the message accurately.
Where Do Public Relations Specialists Work?
PR specialists are needed across many sectors. The largest employers of public relations specialists include:
- Educational services (state, local, and private institutions)
- Advertising and PR agencies
- Government organizations
- Health care and social assistance services
- Non-profits and advocacy groups
This diversity allows PR specialists to find a niche that aligns with their interests — whether in education, health care, or public policy.
How Can You Become a Public Relations Specialist?
Step 1: Earn the Right Education
Most PR specialists typically need a bachelor’s degree, according to the BLS. Purdue Global's bachelor's in communication with a concentration in public relations is an example of a program that could prepare you to be a PR specialist.
Step 2: Gain Experience
Internships are a critical part of breaking into the PR field. Interning at a PR agency or communications department gives you valuable hands-on experience and a professional network. You can also build your experience by writing for your school newspaper, managing social media accounts, or volunteering in your community. Discover internships tailored for aspiring PR professionals through the Public Relations Student Society of America (PRSSA).
Step 3: Network and Join Industry Organizations
Connections matter in public relations. Attending industry events and joining organizations can give you the visibility and resources to break into the field and stay current with trends. Visit these reputable organizations for more information:
- International Association of Business Communicators (IABC)
- Public Relations Society of America (PRSA)
- Public Relations and Communications Association (PRCA)
- Public Relations Student Society of America (PRSSA)
Get Started on Your Path to PR
If you're passionate about communication and shaping public perception, a career as a public relations specialist could be a perfect fit. Explore our online bachelor's degree in communication with a concentration in public relations to discover how it can help you on your journey. Reach out today for more information.
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