PUBLIC RELATIONS REPRESENTATIVES California Occupational Guide Number 276 Interest Area 11 1996
TRENDS
Releasing image shaping information about their employer to the media is a major function of many PUBLIC RELATIONS REPRESENTATIVES (PR REPS). They spend countless hours gathering and verifying facts to plan just the right approach to reach a key person in the media. With the inception of the Internet and the world wide web, PR Reps have a vast amount of data at their fingertips. Reps not only analyze data and reports on the Internet but also use the Internet to promote their employers and to communicate globally. Further, CD ROM discs are another source of information to Reps. CD ROMs store media information with facts like correct names and titles of editors, reporter profiles, circulation figures, and news summaries from major TV networks.
THE JOB
Public Relations Representatives work to develop positive images for their employer. They work for industry and government in settings such as colleges, hospitals, trade associations, public agencies, motion picture studios, nonprofit organizations, and political candidate's offices. As advocates for organizations or individuals, they build and maintain a carefully planned relationship with the public. They often use radio, television, telephone, speeches, staged media events, press releases, publications, and the Internet to influence the way their employer is viewed by workers, stockholders, customers and legislators. PR Reps also interpret public responses, attitudes, and concerns to help management formulate sound policies. Employers may contract with a public relations agency or have their own in-house "image maker." In large organizations, the director of public relations usually shares responsibilities for developing overall plans and policies with other executives. Contractors, who serve as consultants instead of the staff of an organization, have the advantages of working independently, stating opinions objectively and representing more than one type of business at a time. The public relations goals of one business or organization may differ greatly from the goals of another, giving freelancers opportunity for diversity.
The majority of the large public relations firms are concentrated in the Los Angeles and San Francisco metropolitan areas. Federal, state, and local government agencies classify PR Reps as Public Information Officers, Information Officers, Public Affairs Specialists or Communication Specialists. Also commonly called Public Relation Specialists, PR Reps establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups as well as those in print and broadcast journalism.
WORKING CONDITIONS
PR Reps need strong interpersonal communication skills to interact with the public. The job is often very stressful because of deadlines to be met. In public relations agencies, there may be a high turnover rate due to burnout. Travel and overtime are frequent, and considerable hours are spent attending luncheons, dinners, conventions, and civic and community functions. "Networking" is essential for this type of occupation, and social life often revolves around business activities.
The Public Relations Society of America administers a program of study and examination to qualify members to use the term "PRSA accredited." The International Association of Business Communicators includes members in the public relations and organization communication fields.
EMPLOYMENT OUTLOOK
Public Relations Reps rank among the top fifty fastest growth occupations in California. The following information is from the California Projections and Planning published by the Labor Market Information Division. The figures represent the broad occupational group Public Relations Specialists and Publicity Writers which includes Public Relations Representatives.
Estimated number of workers in 1993 10,140 Estimated number of workers in 2005 13,590 Projected Growth 1993-2005 34% Estimated openings due to separations by 2005 2,990
(These figures do not include self-employment nor openings due to turnover.)
Because glamour and excitement are often associated with the field, competition will be stiff for beginning jobs. Individuals with both education and related experience will have the career advantage.
WAGES, HOURS, AND FRINGE BENEFITS
Salaries vary widely with geographic areas and between public relations firms, agencies, corporations, and non-profit organizations. Salaries for entry level positions may range from $19,700 to $25,000 annually. Experienced PR Reps earn an average of $36,000 annually and they may be paid as much as $150,000. Corporations usually pay higher salaries than public agencies and may give bonuses such as stock purchase options. Information Officers are paid a salary range of $3,330 to $5,931 monthly by State agencies. The Federal Government Public Affair series starts at $18,340 annually and advances to $66,609 or more annually.
ENTRANCE REQUIREMENTS AND TRAINING
A college degree combined with public relations experience, usually gained through an internship, is considered to be excellent training for public relations work. Preferred majors are public relations, English or journalism. Courses in advertising, business administration, political science, psychology, sociology, creative writing, and computers are helpful. High school students can develop useful qualities by writing for school newspapers, working for campus broadcasting stations, volunteering for political campaigns, or working as a page (messenger) for the State Legislature. Public contact and persuasive skills can also be gained in sales jobs.
Some employers seek applicants that demonstrate solid communication skills and experience in a field related to the firm's business specialty. Successful PR Reps have a thorough understanding of people and human psychology. Creativity, initiative, good judgment, verbal and written communication skills are essential. Further, an outgoing personality, self-confidence, and enthusiasm are key personality traits for a PR Rep.
ADVANCEMENT
In large organizations, beginning PR Reps may start as trainees in a formal training program. Other organizations may give new PR Reps minimal responsibility under the mentorship of an experienced representative. Promotions come as employees prove they can handle more demanding assignments. A typical PR career path may begin as a research or account assistant then to account executive and account supervisor. Some PR Reps become vice president and eventually senior vice president.
FINDING THE JOB
Yellow Page Categories:
Public Relations Services Government Listings Associations Newspapers Radio Stations and Broadcasting Companies Social Services Organizations Youth Organizations and Centers
Job seekers with a BA degree should register with their college placement office, network through professional associations, and apply directly to firms listed in the telephone directory's yellow pages. Many large companies recruit their PR staff from within their own organizations, prompting job seekers to take entry level, sometimes unrelated, jobs such as research assistant or office technician. Also, companies will usually hire their interns, therefore, internships are very important to the job seeker. Finally, the International Association of Business Communicators offers a job bank of job leads for members.
ADDITIONAL SOURCES OF INFORMATION
Public Relations Society of America 33 Irving Place, 3rd Floor New York, NY 10003-2376 (212) 995-2230
International Association Of Business Communicators 1 Hallidie Plaza, #600 San Francisco, CA 94102
OCCUPATIONAL CODE REFERENCES
DOT (Dictionary of Occupational Titles, 4th ed., Rev. 1) Public Relations Representatives 165.167-014
OES (Occupational Employment Statistics) System Public Relations Specialists, Publicity Writers 340080
Source: State of California, Employment Development Department,
Labor Market Information Division, Information Services Group,
(916) 262-2162.
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