Labor Statistics

PR specialists (whom the U.S. Department of Labor also refers to as communications and media specialists, among other titles), serve as advocates for the companies and organizations they serve, building and maintaining positive relationships with the public. Employment in the field (especially at the entry-level but within the management ranks, as well) is expected to increase faster than the average for all occupations through 2012, according to the Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2004-05 Edition.

The U.S. Department of Labor says: "PR specialists handle organizational functions such as media, community, consumer, industry and governmental relations; political campaigns; interest-group representation; conflict mediation; or employee and investor relations. They help an organization and its publics adapt mutually to each other. However, public relations are not only about 'telling the organization’s story.'

Understanding the attitudes and concerns of consumers, employees, and various other groups also is a vital part of the job. To improve communication, PR specialists establish and maintain cooperative relationships with representatives of community, consumer, employee and public interest groups, and with representatives from print and broadcast journalism.

Informing the general public, interest groups and stockholders of an organization’s policies, activities and accomplishments is an important part of a PR specialist’s job. The work also involves keeping management aware of public attitudes and the concerns of the many groups and organizations with which they interact."

According to the Department of Labor, the public relations departments of large organizations also employ PR specialists to write, research, prepare materials, maintain contacts and respond to inquiries.

The Department of Labor does not specify years of experience for the job which is not surprising since job titles and responsibilities often vary widely.

According to a survey by the National Association of Colleges and Employers (referenced in the U.S. Department of Labor statistics industry information), starting salaries for marketing majors graduating in 2003 averaged $34,038; starting salaries for advertising majors averaged $29,495.

Keen competition will likely continue for entry-level public relations jobs, as the number of qualified applicants is expected to exceed the number of job openings. Many people are attracted to the profession due to the high profile nature of the work. According to the Bureau of Labor Statistics (www.bls.gov), PR specialists held about 158,000 jobs in 2002. An additional 11,000 were self-employed.

Employment for PR professionals at the management level is similarly increasing, spurred by intense domestic and global competition in products and services offered to customers, also according to the report by the Bureau of Labor Statistics. However projected employment growth varies by industry. For example, employment is projected to grow much faster than average in scientific, professional and related services, such as computer systems design and related services, as businesses increasingly hire contractors for this work instead of additional full-time staff. Across all industries, employers will particularly seek those job candidates who have the computer skills to conduct advertising, marketing, promotions, public relations and sales activities on the Internet. The number of jobs held by advertising, marketing, promotions, public relations and sales managers in 2002 was 700,000.

The U.S. Department of Labor points out that “because of the importance and high visibility of their jobs, advertising, marketing, promotions, public relations and sales managers often are prime candidates for advancement to the highest ranks within the organizations they serve.

“The need for good public relations in an increasingly competitive business environment should spur demand for PR specialists in organizations of all types and sizes,” the Bureau of Labor Statistics reports. "And in the wake of corporate scandals, more emphasis will be placed on improving the image of the client, as well as building public confidence."

The Bureau of Labor Statistics also suggests that employment in PR firms should grow as agencies hire more contractors to provide public relations services rather than support full-time staff. In general, jobs in the field will be created through employment growth, though others will result from the need to replace professionals who move up the ranks and take other jobs or who leave the occupation altogether.

At the entry level, internships are becoming vital to obtaining employment. The Bureau of Labor Statistics forecasts the best opportunities for college graduates who combine a degree in journalism, public relations, advertising, or another communications-related field with a public relations internship or other related work experience. Applicants without the appropriate education background or work experience will face the toughest obstacles.

As in other professions, experience and training are critical for success in the field. In addition to internships in agency, non-profit and corporate environments, the U.S. Armed Forces can be an excellent place to gain training and experience. When recruiting talent, employers will need to cast a wide net. The Bureau of Labor Statistics suggests employers consider professional recognition through industry association accreditation a sign of competence in the field, which could be especially helpful when recruiting in a competitive job market.