While public relations is a VERY broad career category, with dozens of possibilities, all PR-related professions share one key qualification — an expert ability to write and craft messaging to multiple audiences. PR writing skills apply in any industry that requires clear, concise external and internal communications such as newsletters, website content, advertising, white papers, reports, and marketing or internal emails.
Because of their communications skills, those with public relations expertise are moving into marketing positions as well as media relations. But any organization that relies on clear messaging, whether internal or external, will often select those with public relations degrees or minors. In fact, by adding a public relations minor or coursework to most any degree programs from CSU Global, job candidates demonstrate they have acquired professional communication skills. Even in the sciences, those with pro-level communications skills have a place.
Five Careers in Public Relations
- Media Relations
Advertising alone is no longer enough to promote services, goods, or political messaging. Companies and organizations know that the most powerful messaging platform is the media — including industry news, trade journals, and consumer publications — even blogs. Media relations specialists, managers, and directors build and maintain relationships with relevant media sectors. When there’s organizational news, the media relations professional is ready to pitch the message to news and information outlets via press release, phone calls, or media campaigns.
According to payscale.com, the median salary for media relations specialists is roughly $47,000, with pay dependent on location. The top of the pay scale is $68,000. Marketing and media managers and directors may earn upwards of $120,000, depending on industry. The media relations specialist has a general career path directed toward marketing manager, communications director, or media relations officer.
- Marketing Communications
The field of marketing communications involves crafting marketing materials such as collaterals, web content, advertising copy, trade shows, etc., for both internal and external communications. A “marcom” specialist may also track message performance via metrics captured from various channels. The job also involves collaboration with art and designer, and other creatives. A marcom manager will drive all aspects of projects and campaigns. Generally, a degree of creativity is required, as well as the ability to communicate complex concepts to stakeholders. Marcom specialists can be found in educational institutions, nonprofits, business services, agencies, manufacturing, durable goods, IT, and creative agencies.
Entry-level salaries for marketing communications specialists range from $64,000 to $86,570. Managers with five or more years of experience average can earn upward of $85,000. Advanced degrees in marketing communications command higher salaries.
- Investor Communications and Relations
These professionals are responsible for a variety of duties, including, but not limited to; coordinating shareholder meetings and press conferences, publishing financial information via press release and shareholder reports, conduct financial analyst briefings, or write investor prospectuses. This profession generally requires a financial background or degree. Glassdoor.com reports that as of July 2017, the minimum salary was $42,000, with a national average of $60,000. Managers and directors are reported to earn up to $152,000 per year.
- Government Affairs
Government affairs professionals oversee government dealings at all levels — local, state, and federal. They may craft public policy agendas, or create strategic public policy plans. Duties also include creating public relations messaging for multiple audiences, and utilize data to drive future projects. The healthcare industry relies heavily on government affairs professionals to provide policy direction and manage regulatory changes. This category also includes lobbyists for industries subject to government regulations. Having education or experience in political science or public administration is a general requirement.
According to Payscale.com, the average pay for a government relations manager is $63,636, with a range of $45,000 to $98,389.
- Political Strategist
According to the U.S. Bureau of Labor Statistics, a political strategist designs and directs election campaigns for politicians. This includes planning campaign strategy, conducting opposition research, coordinating campaign staff, and arranging meetings, speeches, and rallies. Political strategists may be consultants, campaign managers, or pollsters. Qualifications include some combination of education and experience in political science, communications, and public relations.
While political strategy roles may not be for everyone, they are generally financially rewarding. A Chief Strategist with 5-plus years of experience in related jobs earns an average salary of $122,524 per year, according to payscale.com.
For additional resources, start with Public Relations Society of America, In addition, marketingsherpa.com offers 25 free online resources on the public relations field.
