Jobs in Public Relations

Careers in public relations are reputable, fetch a good salary, offer a challenging work atmosphere and career growth opportunities, perks and freebies are plenty. Naturally, people's interests in careers in public relations are growing by leaps and bounds. Moreover, almost all companies in the world are on a public relations employment hiring spree. So it is easy to get public relations employment if you can overcome the stiff competition.

Roles and responsibilities

Those in PR work are supposed to represent an individual or a company or organization or the government in a profitable and reputable manner; as well as enhance and maintain their client's positive public image and reputation, especially during times of crisis.

A PR officer advocates the cause of his client in front of the general public and the media. This can be achieved in a variety of ways via events, campaigns and press kits.

The first duty of those in jobs in public relations is to build media contacts and create and establish relationships with press people, broadcast journalists, with press guys from new media, radio journalists and so on. The officer has to convey the message his client wants to send out to the public through press meets, press releases, media reports, publicity campaigns (especially true for politicians and movie stars).

He or she even has to write, create, edit and research or supervise the abovementioned duties during the preparation of such media reports or official speeches or press releases. Besides, a public relations specialist has to constantly handle the media and malicious media attacks during times of crisis. That is why people management and media management skills are so vital for people in such jobs.

Another skill that a public relations officer ought to have is strong communication skill, the ability to deal with untoward situations promptly, the ability to think on his feet as well as the ability to express himself well in commanding language, especially through written material.

The press releases that those in PR careers have to write must generate favorable publicity for clients, showcase the client in a positive light and be able to create a buzz in the media regarding the issue the client wants to highlight.

Did you know, all these celebrity gossips that float around in the tinsel town just before a movie or music album release are planted by a pop star's or movie star's PR guys in the media to generate some free publicity that may translate into sales?

Experts in jobs in public relations or those who work in public relations department of an office also have to arrange and manage programs and events for their clients.

Public Relations Certification - What Is It?

The internet has fundamentally changed the way businesses interact with their customers. Communication is instantaneous and a company's reputation can be enhanced or destroyed in a matter of seconds. In order to stay on top of their image as well as to ensure their marketing message is clear and well understood by their target audience, companies employ the services of public relations specialists. A PR specialist helps the company shape the public's impression of the business and their products using modern day marketing techniques and technology. People with an interest and talent for this type of work will find it to be a very profitable career especially if they obtain Public Relations Certification.

Certification (or training) is an educational program that provides extensive training in the field of public relations. The length of the training and the cost varies from program to program and classes are available both online and offline. In these programs you will gain increased skills in several areas including social media, branding, writing, and marketing strategies. Graduates of the program will have a comprehensive foundation of knowledge about the changes in public relations over the years, be able to communicate effectively with their audience and other members of the industry, and know how to put together public relations material that gets results.

Obtaining this certification is fairly straightforward. Once you've completed the class and passed the end of the course exam, you'll receive your certification. When that occurs, you'll be able to add it to your resume which could help you stand out amongst competitors for jobs in the industry. The nice thing about taking this type of class is if you are already in the industry, you can begin applying what you learn in the classroom to the work you are currently engaged in.

This type of program is great for people of all education and ambition levels. From the person who is looking to start a career in public relations to the seasoned professional who wants to advance in their career to the business owner who wants to start handling their own public relations. All would benefit from investing in a Public Relations Certification program. Since there are programs available online, you can study the material at times when it is convenient for you and complete the class without having to take time off work. If you want to learn how to shape the image of brands and businesses, then this type of program is for you.

BUT... Without the right Public Relations Certification, you will likely end up stuck in the same dead-end job!

Get started today on the road to your $100k salary future...

How to Get a Job in Public Relations

I routinely reply to emails or return phone calls from college students looking for advice. In an effort to continue to help the "PR pros of the future," here are five tips to help prepare for your first interview:

1. Apply for Internships

Public relations is different from other college majors because employers expect you to have experience by the time you graduate. College courses provide you with critical knowledge but you also need "real world" exposure. An internship might give you the opportunity to write press releases, build media lists, make media calls, participate in social media strategy sessions or just sit in on senior level strategy meetings.

Internships can also help you decide on a career path. Are you a fit for corporate PR, the not-for-profit world or agency life? And, an internship is the perfect opportunity to start building a portfolio (see tip #2) and reference letters.

Interested in looking for a PR internship? Talk to your professors and let them know you are actively searching and visit the following sites that provide internship listings: PRSSA, internships.com, Craigslist and PR Crossing.

2. Build a Portfolio

As I mentioned in tip #1, employers expect you to already have PR experience but you need more than the name of the internship on your resume. You need to show samples of your work. I remember lugging around a heavy portfolio and thumbing through each page with my interviewers. A hard copy portfolio is still an effective way to display work but students now have the opportunity to create an online portfolio. An online portfolio will not only showcase your experience but will also highlight your online, multi-media and design expertise.

3. Be A "Strategic" Online Expert

Today's student has no choice but to be online savvy. The web is how you communicate, shop, conduct research, etc., and most of us don't remember how the world functioned before the internet. However, just knowing how to navigate Facebook and Twitter is not enough. It is important to explore and become well-versed in how social media can positively and negatively impact companies and stay current on the businesses that are doing it right. It also impresses employers if you understand search engine optimization (SEO) and ways to maximize it for clients. Every company wants to be ranked at the top of a Google search.

4. Create An Impressive Resume and Cover Letter

A strong resume and cover letter are still vital to the job search process. These two documents are key to getting your foot in the door.

5. Continue to Improve Your Writing Skills

I know you've heard this a million times, but it is completely true...good writing skills are critical for a job in PR. If you don't like to write you might want to shift your career path. I don't think anyone is ever a "perfect" writer. We can all stand to constantly improve. There are thousands of great online resources that offer useful writing tips. AP Style and Grammar Girl are two of my favorites.

Robin is a public relations specialist for Lovell Communications Inc., a national marketing and public relations agency that protects brand reputations and works with companies to build and grow their businesses. We specialize in public relations, healthcare marketing and crisis communications services.

How to Use Twitter For Public Relations

It's very clear that Twitter has become the place for public relations professionals. Twitter allows the PR specialists to connect with journalists and bloggers. When used tactfully, it allows those in media relations to learn about a journalists specific interests and preferences. This can help the PR professional prepare customized pitches for journalists that want to hear them.

Twitter, when used properly can be a powerful PR tool. But as with any communication, there are good ways and bad ways to approach it. Here are a few things to keep in mind:

• Compared to other methods, journalists are often more receptive to being pitched on Twitter, because it forces the public relations professional to be brief. In fact, he only gets 140 characters.
• Using a direct message for your first interaction with a journalist is rude-especially if it's a pitch. If you're off topic because you didn't take the time to engage the journalist in dialog it's even worse.
• If you take the time to discover what the journalist likes writing about, it will be much easier for you to pitch a story that's relevant to him and his audience. Ideally, you'd follow the journalist for a while before making a push of your own.
• Keep in mind that you don't always have to seek a placement in the journalist's publication or land a spot on their show. Often times just demonstrating that you can be a valuable resource to them. When the time is right, they might approach you.
• Journalists write because the want people to listen. If you can express your interest by showing appreciation for stories you truly enjoy and respond to the journalists tweets, you'll befriend them must sooner. Journalists will open they're ear to you, if they know you do the same for them.

Above all else, the key to interacting with a journalist is respect. You should communicate with them in a professional manner and put your time in. Blindly pitching your story and pushing your agenda is a surefire way to lose the respect of a writer, broadcaster, or any one else in the news business. Instead you should consider their needs, interests, and preferred method of contact.

By following journalists, you can observe how other communications professionals successfully use Twitter. By noticing what works and what doesn't for each individual journalist, you'll be better prepared for your own approach. Following established PR professionals can benefit you too. Through conversation and observation you'll find that Twitter can be a powerful Public Relations tool.

Wes Upchurch invites you see his latest Tweets about media relations by following PressDr on Twitter. By following PressDr you'll discover the secrets of writing the perfect press release and getting free publicity for your business.

6 Things That Lead to PR Failure

All businesses dream of the day when they will land that front-page story in the local paper or even national press via top-tier media like the New York Times or USA Today .

The most important thing that you can do during your ride to the top is to sidestep stumbling blocks that can prevent you from reaching your PR goals. Here are six things to avoid in your PR efforts so that you won't get derailed along the way:

1. In-house confusion : Make a decision about who will be the official "voice" of your company in press releases, interviews, and other public activities. The time to figure this out is before a reporter calls and before you pitch a story to a media contact - not after.

2. Not knowing your story : The public will not grasp your business' story if you can't clearly articulate it. Establish what you want to communicate about your business and stick to these points during your PR activities. Share these talking points with other staff as well. You will reap the benefits if everyone is communicating the same message.

3. Forgetting the facts : This connects with the significance of knowing your story. Make sure that you can communicate the vision/mission of your business, reasoning behind your products and services, and other important details.

4. Not setting goals : Be clear about the goals of your interaction with the media during the planning phase of your PR efforts.

5. Lack of flexibility : So, you've made a successful story pitch or have been called to participate in an interview. One of your main priorities at this point is to be flexible. At times, you might need to drop everything if the media calls. Being a flexible and accessible contact will make you a long-term source for your media contacts.

6. Unrealistic Expectations : You might not get that front page story for your business right off the bat, but don't get discouraged. Adjust your expectations about the media coverage your business will receive and be willing to work yourself up the ladder.

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.