Public Relations

The Basics

Public Relations is the practice of managing communication between an organization and its publics. It’s about building and maintaining a positive public image, creating a strong narrative, and fostering goodwill. PR is a dynamic field that goes far beyond just writing press releases; it’s a strategic function that plays a key role in everything from launching a new product to managing a crisis.

You might find yourself working in diverse roles such as:

• PR Specialist/Account Coordinator: Executing PR campaigns, drafting press releases, building media lists, and monitoring media coverage for a client or organization.
• Media Relations Specialist: Serving as the main point of contact for journalists, pitching stories, and securing positive media coverage.
• Crisis Communications Manager: Developing and implementing strategies to protect an organization’s reputation during a public challenge or crisis.
• Corporate Communications Manager: Managing internal and external communications for a company, including employee newsletters, executive messaging, and corporate announcements.
• Social Media Manager: Building and managing a brand’s presence on social media platforms, creating engaging content, and interacting with the online community.
• Content Strategist: Planning, creating, and distributing content across various platforms (blogs, websites, video) to support a brand’s messaging and goals.
• Public Information Officer (PIO): Working for a government agency, acting as the official spokesperson, and disseminating information to the public and media.
• Investor Relations Specialist: Managing communication between a publicly traded company and its investors, analysts, and financial media.
• Brand Strategist: Developing a cohesive brand identity and messaging that resonates with the target audience.

You could be working for a PR agency, a major corporation, a non-profit organization, a government agency, a celebrity, or even starting your own communications consulting firm!

Recruiting Timelines:  (may continue throughout fall and spring semesters)

• Internships: Network and Apply (September-February); Apply “late postings” (March-May)
• Full-Time Positions: Network and Apply (September-February); Apply “just-in-time and late postings” (March-May)

Why Public Relations?

A career in PR is perfect for those who want to be at the center of the action. You’ll work on the front lines of communication, helping to shape public perception and influence opinions. The work is fast-paced, collaborative, and incredibly rewarding as you see your strategic efforts come to life. You’ll develop a versatile skill set in strategic thinking, writing, networking, and crisis management that is valuable in any industry. In a world of constant information, the ability to clearly and ethically tell a story is more important than ever, giving you a powerful role in the modern media landscape.

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Preparation

A strong academic foundation is crucial for a career in PR.

Beyond the classroom, gaining hands-on experience is non-negotiable. Seek out internships at PR agencies, corporations, or non-profits to build your portfolio and professional network. Join student organizations like the Public Relations Student Society of America (PRSSA) to connect with peers and industry professionals. Start a personal blog, manage social media for a campus club, or volunteer to handle communications for a local non-profit. Developing strong writing skills, strategic thinking, and the ability to work under pressure will be your greatest assets.

Key Skills To thrive in Public Relations, cultivate these essential skills:

• Communication Skills: Clearly and effectively articulating messages both verbally and in writing.
• Creativity: Developing innovative and engaging content and campaign ideas.
• Crisis Management: Thinking quickly and strategically to protect a reputation during a challenge.
• Digital Literacy: Proficiency in social media platforms, content management systems, and analytics tools.
• Media Relations: Building and maintaining strong relationships with journalists and media outlets.
• Networking: Cultivating professional connections with colleagues, clients, and industry influencers.
• Research: Gathering information on a brand, its competitors, and media trends to inform strategy.
• Strategic Thinking: Planning and executing campaigns that align with an organization’s business goals.
• Time Management: Juggling multiple projects, deadlines, and client needs effectively.
• Writing & Editing: Crafting compelling, concise, and error-free press releases, pitches, and content.