A PR specialist can pursue work in a variety of settings. Many PR specialists work for marketing and public relations agencies, while others work for in-house PR departments at organizations such as healthcare facilities and educational institutions, as well as corporations. Some PR specialists also work for professional associations.1
Other PR specialists decide to become freelancers. As freelancers, PR specialists are responsible for running their own business, being their own boss and managing their clients.2 Regardless of the work setting, PR specialists have similar responsibilities.
No matter where your PR career takes you, you can generally expect to need at least a bachelor’s degree in a relevant field. For example, a communications degree can be an ideal choice, particularly if it explores public relations principles. During your degree program, you may have opportunities to develop a portfolio of your work, such as sample press releases and other communications. You can show your portfolio to prospective employers during your job search.3
It can also be helpful to acquire hands-on experience in other ways during your school years. For example, you might write for the school newspaper or blog. Internships can be another great way to work toward breaking into the field, because they allow you to both gain experience and forge professional connections at businesses.3
An in-house public relations specialist works for the PR/marketing department of one specific business, professional association or other type of organization. As an in-house PR specialist, you would not have clients. Rather, you would be responsible solely for curating the image and reputation of your employer.
One potential benefit of being an in-house PR specialist is that you wouldn’t have to juggle a range of different clients. Instead, you would have the opportunity to become keenly familiar with your organization’s inner workings, challenges and media relations.
An agency PR specialist works at a PR agency, or perhaps in a marketing agency that also offers PR services. In this setting, PR specialists work for a range of different clients, which may include both individuals and organizations. It’s essential for agency employees to maintain the confidentiality of their clients, and to be able to keep track of multiple brand images and reputations.
Freelance public relations specialists are similar to agency workers in that they work with a range of different clients. However, unlike agency workers, freelancers run their own businesses. They not only need to keep their clients happy but must also deal with the various aspects of running a business — from finding clients to paying business-related taxes.
