What Does a Public Relations Specialist Do?

From copywriting to crisis management, public relations can make or break an organization. With long-term success heavily reliant on positive public perception, creativity and strategy are at the forefront for public relations specialists.

So, what does a public relations (PR) specialist do? They play an important role in building a brand’s voice, helping the client’s presence rise above the noise.

Whether planning promotional campaigns or writing press releases, PR specialists build and support a positive image for their client. They deliver “strategies, tactics and techniques for sharing organizational news and events while anticipating, analyzing and managing how the public perceives and feels about an individual, company or brand,” said Dr. Karen Wilkinson, an associate dean of liberal arts, communication at Southern New Hampshire University (SNHU).

PR specialists — sometimes referred to as communication specialists or press secretaries — are found in nearly all industries, including advertising, business, politics and education, according to the U.S. Bureau of Labor Statistics (BLS). Whether in the private, nonprofit or government sector, PR specialists are responsible for a variety of tasks that protect their client’s reputation.

What Does a PR Person Do on a Daily Basis?

Public relations encompasses many aspects of brand image, so each day may look a little different.

PR professionals manage various communication channels, such as print and video press, social media, interviews, events and more, according to Tamira Moore ’23G, a graduate of the Master of Arts (MA) in Communication with a concentration in Public Relations at SNHU.

“They develop and implement communication strategies and tactics to promote the organization's brand, products or services, and manage crisis communications when necessary,” Moore said. “Public relations specialists also monitor media coverage, manage social media channels and organize events to create positive publicity for the organization.”

According to Wilkinson, who has 30+ years of experience in communication, public information and more, that strategy often includes using technology to determine desired messaging and target audiences.

Implementation could involve writing press releases or speeches, responding to inquiries on social media, answering questions from journalists and scheduling interviews, she said. They may also coach individuals on communicating with the public, according to the BLS.

Building and maintaining relationships with members of the media is an important aspect of a PR specialist’s responsibilities. These relationships are invaluable in moments of crisis or controversy.

“Public relations efforts are utilized to build relationships with key stakeholders and maintain a positive brand image,” Wilkinson said. “Through the delivery of timely and transparent communications, public relations professionals are able to promote the positive aspects associated with the entity and minimize harm to reputation, should negative fallout occur.”

While public relations professionals work on general brand image daily, they also must be prepared to address unexpected situations on short notice. Maintaining a positive image during these moments is paramount, and a skilled PR specialist will “ensure that public and media-facing responses are accurate and reflect the true brand identity,” Wilkinson said.

PR specialists must remain aware of current events and social media trends, according to Moore. As such, they might spend part of their day reviewing online articles, videos and social media posts to align their media plan. Having awareness of current events can help PR professionals avoid communication and social media posts that are outdated or potentially insensitive.

"The instantaneous nature of social media messaging and digital platforms can create positive awareness and public understanding or require the need for immediate damage control," Wilkinson said.

Public relations professionals may spend their days in a traditional office setting or working remotely, and there may be opportunities to travel with or on behalf of a client, according to BLS. Due to the nature of crisis communications and social media, they may occasionally work more than 40 hours per week, including work on evenings or weekends.

What is In-house, Agency and Freelance Work?

Public relations specialists can work in a few types of settings, each of which offer different focus areas and opportunities.

In-house

Typically working for a specific company or organization, the PR specialist focuses on the public perception of their employer as a whole or a smaller, specific unit. For example, a PR professional may work at an accounting firm, promoting a positive public image of the entire organization.

They may also work at a large tech company where they represent the company’s artificial intelligence (AI) division. They can build close relationships with other internal partners and teams and dive deeper into one brand, according to the Public Relations Student Society of America (PRSSA).

Agency

Often employing several PR specialists, the agency assigns each employee a caseload of external clients to represent. These clients may be on a long-term contract, such as helping build a brand’s online presence, or on a short-term contract, such as handling a specific PR crisis.

Agency work can be interesting and varied, according to PRSSA, and it also tends to be fast-paced. As a result, it's possible for career growth to happen more quickly, PRSSA said. The Public Relations Society of America (PRSA) stated that client-facing PR professionals should expect to spend 70-90% of their workweek directly serving clients.

Freelance

From deciding your workload and clients to working remotely from a location of your choosing, freelancing can provide freedom and flexibility.

This allows the PR professional to choose a wide variety of clients or specialize in a niche market. They can create their own schedule and reduce their clientele should they be interested in pursuing other endeavors. Searching for new clients, marketing oneself and managing finances and taxes are necessary for freelancing work, according to Indeed.

What Skills Do You Need for PR?

With the image and reputation of their clients at stake, PR specialists need to have a wide array of technical and soft skills.

Here are a few skills to hone.

Communication and Relationship Building

PR specialists must keep information flowing with external stakeholders and build trust with clients. Strong written and verbal communication skills help deliver the right message in the right channel.

“PR professionals use these skills to create speeches, provide social media content and offer press releases to media teams,” said Wilkinson.

Creativity and Strategic Thinking

PR specialists combine creative and strategic thinking skills to solve problems and make incremental progress toward goals. With this skill set, a PR professional can determine their target audience, craft the appropriate message and track short- and long-term public opinion.

"(PR specialists should) be prepared for a fast-paced and demanding environment that requires creativity, flexibility and the ability to handle high-pressure situations," Moore said.

Problem Solving

As revenue is often tied to public perception and favorability, a strong sense of judgement and professionalism is important for long-term success. Media moves quickly, and crisis situations require acting quickly with appropriate responses.

According to BLS, solid problem-solving skills can help a PR specialist handle sensitive issues.

Project Management

PR specialists often use organizational skills to balance several schedules, interviews, events, marketing plans and more, BLS noted.

According to Moore, PR professionals must be able to work well under deadlines, which includes the ability to prioritize tasks.

Technical and Industry Knowledge

Public relations work also requires a technical skill set. According to Lauren Keane '18G, vice president of communications at SNHU, it can be helpful to obtain technical knowledge in areas such as:

• Adobe Suite
• Data analytics
• Email marketing software and coding
• Media monitoring software

Internships, which Keane said are essential in the public relations and communication field, are one way to build experience in these areas and more. "While writing and other soft skills are important, internships can help you gain some valuable technical skills that can help set you apart on your resume," she said.

And since public relations is needed in all kinds of organizations, it can be helpful to have knowledge related to the industry you pursue work in, too. Keane, who also teaches public relations and strategic communications courses at SNHU, said she advises her students to find opportunities in areas of personal interest — from nonprofits or tech to fashion or food.

"Aligning your professional skills to something you are personally passionate about and motivated by can lead to a fulfilling career," she said.

How to Become a Public Relations Specialist

There are many paths to becoming a public relations specialist; however, earning a bachelor’s degree in communication or public relations is a common qualification. Employers may also consider related degrees in business or social sciences, according to BLS — particularly if candidates have a portfolio.

Completing an experiential learning opportunity can provide relevant career experience, helping you stand out to recruiters.

“My advice for someone considering a career in PR would be to gain experience through internships or volunteer work, network with professionals in the field and develop strong communication and writing skills,” said Moore. "One of the best things I could have ever done for myself was build connections with communications professionals by volunteering."

How Much Can You Make in Public Relations?

According to BLS, the average salary for a PR specialist was $66,750 in 2023.* With a faster-than-average projected growth rate of 6% through 2033, as reported by BLS, there will be an increasing demand for PR professionals.*

“PR professionals (can be) highly sought after as they assist entities in their strategic efforts to establish a respectable brand image and ensure positive reputations and relationships," Wilkinson said.

With increasing responsibility and experience, PR specialists may advance to a role as a public relations manager. In 2023, the average salary for a PR manager was $134,760 with a projected growth rate of 7% through 2033, BLS reported.* Earning a master’s degree in communication or public relations can be helpful for future career growth, according to BLS.

Is a Public Relations Specialist the Same as a Publicist?

Public relations specialists and publicists share many of the same responsibilities. In fact, some people and organizations use the terms interchangeably. From strategizing messaging to writing external communications, both careers focus on getting their clients in the media.

While many of the day-to-day skills and duties are the same, there are some key differences between public relations and publicity, according to Indeed.

Public relations focuses on creating a positive public opinion of a client and building relationships with stakeholders and media representatives. Publicity, which Indeed said is a facet of public relations, is all about promoting their client's image — whether positive or negative.

PR specialists often have a broader focus, such as the public opinion of an entire organization, while publicists often have a narrower focus on individuals or products.

What Does the Future Hold for Public Relations?

With AI and continuously evolving technology, PR professionals will need to be flexible and adapt, Moore said. The channels used to communicate with the public will continue to grow and change, so PR professionals will need to find new ways to research public opinion, strategize plans and communicate messaging. Understanding search engine optimization (SEO) may be helpful in building messaging that reaches a wider audience.

How individuals interpret information is changing, as well. “The increasing focus on transparency and authenticity will also play a significant role in shaping the future of PR,” Moore said.

The work of social media influencers should also be monitored. "(They) will continue to impact the industry, creating new opportunities and challenges for PR professionals to navigate," Moore said.

*Cited job growth projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth. Actual salaries and/or earning potential may be the result of a combination of factors including, but not limited to: years of experience, industry of employment, geographic location, and worker skill.

Steven White is a copywriter and general education instructor at Southern New Hampshire University (SNHU). He earned his bachelor’s in English at West Virginia Wesleyan College and a master’s in higher education and student affairs from Virginia Tech. Then, he spent the next few years working in student support resources, ranging from career advising to international student services. Having enjoyed the branding and creative elements of his work, he transitioned to the field of marketing full-time at SNHU.

In his free time, White enjoys writing fiction, exploring the Appalachian Mountains he calls home and being a cat dad. Connect with him on LinkedIn.