Public Relations Careers

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:

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.