A normal day in the life of a PR specialist is ever-changing, with each day presenting new challenges and opportunities.
This means you'll need to think on your feet, adapt to changing circumstances, and work well under pressure.
Formulate PR strategies
One of the primary responsibilities of a PR specialist is to develop and implement PR strategies that will enhance the reputation and visibility of their clients or organization. This starts with conducting market research and identifying your target audiences and ends with a fully-fledged, detailed plan for the execution of the strategy.
As part of your PR strategy, you'll need to consider how you'll communicate with key stakeholders, determining the right message and the appropriate channels for dissemination, such as social media, traditional media, or direct communication with stakeholders.
The blueprint for how you share your clients with the world, a PR strategy takes thought, calculation, and a couple of clearly defined goals to effectively meet your audience and raise brand recognition.
Manage media relations
Maintaining relationships with the media is a key part of your job as a PR specialist, whether it's with journalists, bloggers, or influencers.
This involves identifying opportunities for media coverage, pitching stories to journalists, coordinating interviews and press conferences, and responding to inquiries as they arise. By helping your clients become more visible in the media, you'll be fulfilling the responsibility of generating brand awareness and driving more interest from the public.
To successfully capture the media's attention, you'll need to understand the public's needs and the interests of each unique outlet. While building solid and trustworthy relationships with members of the media takes time and effort, it offers significant benefits and is pivotal in getting your brand known by the masses.
Respond to crises
When faced with a crisis, how a business, political figure, or any other affected entity responds can make or break its reputation in the eyes of the public.
Whether it's a minor financial crisis or something notoriously disastrous like the 2010 BP Oil Spill, a PR specialist is there to avoid negative publicity by responding quickly, assessing the damage, and effectively managing the situation. Not only will you be tasked with informing all interested parties about the crisis, potential risks, and plan of action, but you'll also maintain this communication throughout the aftermath and respond to media inquiries when they arise.
From natural disasters to reputational ones, you'll be required to think and act quickly and ethically in the best interest of your client or company. This means always being prepared for the unexpected and knowing you may have to put your crisis communication cap on at any point of the workweek.
Promote community engagement
Being involved in the community often reigns in good publicity.
Showcasing the humanity of a brand, community engagement offers the public a glimpse into your values and mission — one that isn't so focused on reaching a certain sales quota.
As a PR specialist, you'll be tasked with developing and implementing programs that address the community's needs while also benefitting your company or client's image. Oftentimes, these include events like charity fundraisers to raise money for a good cause or volunteer days to help a nonprofit reach a particular goal.
By organizing community involvement activities, you'll demonstrate your commitment to social responsibility and increasing brand awareness, all while doing your part to give back to your community and those who make up it.
Create content for the media
While speaking with the public is a significant job duty in public relations, written communication is just as important as verbal communication on the day-to-day job.
Crafting compelling content for various media outlets is crucial in keeping your brand recognizable and memorable, a task that relies heavily on creative and strategic thinking. Your writing skills will be put to the test as you develop press releases, social media posts, featured stories, and other promotional materials that capture the attention of the media and the public.
When drafting content for the media, you'll need to always have a strong understanding of your target audience and the ability to tailor the messaging appropriately and consistently.
Career Outlook for Public Relations Specialists
If you're interested in an exciting career as a public relations specialist, you're at an advantage in today's job market. Bustling with opportunity, the PR field is projected to grow 8 percent from 2021 to 2031, faster than the average across all occupations, with 247,000 job openings expected each coming year.
PR specialists also earn a fairly good salary, with the average annual pay in the U.S. at $62,800 as of May 2021. However, this can vary based on factors such as industry, location, experience, and level of education, with the top jobs paying up to $100,000 per year.
Become Job-ready with a Public Relations Degree
If you're in the market for a fast-paced career that allows you to build socially responsible and beneficial relationships between organizations and the public, then a public relations degree or professional certificate is the step you need to break into the field.
From PR strategy development to media relations and crisis management, Tulane SoPA's hands-on, industry-relevant curriculum can prepare you for a PR specialist's unique challenges and opportunities.
Your future in PR awaits. Apply now to start paving the way toward a successful career.
