What Is PR? A Guide to Understanding Public Relations
The Definition of Public Relations
What Do PR Professionals Do?
- Posting and engaging on social media
- Arranging speaking engagements
- Creating strategies for crisis management
- Organizing special events
- Forging business connections and networking
- Writing and publicizing press releases
Public Relations vs. Marketing
Public Relations vs. Advertising
What Are the Different Types of PR?
The Importance of Public Relations
Public Relations Examples
Good PR Examples
Share a Coke
Paving for Pizza
Bad PR Examples
Nestlé vs. Greenpeace
United Airlines’ Passenger Removal
The BP Oil Spill
Becoming a Successful PR Professional
Acquiring the Right Degree
Characteristics of Public Relations Professionals
- Strong written and oral communication skills
- Knowledge of sales, advertising, and marketing
- Creative, critical thinking
- Ability to conduct thorough research
- Technological literacy
- Complex and strategic problem-solving
- Being service- and solutions-oriented
Public Relations Career Paths
- Publicist: Working either for an agency or organization in-house, publicists develop and execute brand strategies, and identify the most effective ways for clients to connect with their customers. Publicists make an average of about $51,000 per year.
- Content Creator: Content creators and copywriters create written materials, such as press releases or blog posts, for their clients. They work to establish a clear brand identity through the written word. Content creators typically earn about $42,000 annually.
- Social Media Manager: Social media managers are responsible for maintaining a brand’s image on social media. They interact with the public and create engaging content for an organization or client’s social media pages. Their average salary is roughly $50,000 per year.
- Financial Communications: Financial communications specialists build relationships between investors and their organization or client, working to improve the financial reputation of their brand. They typically can earn about $77,000 per year in a mid-level position.
- Spokesperson or Brand Ambassador: Spokespeople are the face of an organization, brand, or product. They speak to the public for the company at press events and are responsible for responding to any criticism. Though it may vary depending on the position, spokespeople make an average of roughly $57,000 per year.
Similar Career Paths
- Multimedia or Digital Artist: Multimedia artists create content such as infographics, videos, and images for different visual mediums, including television and video games. These skills can also be relevant when used in a marketing context. Multimedia artists make an average of $70,000 annually.
- Editor: Editors revise and polish the written work of others. Editing is a flexible and useful position in a number of different contexts, including marketing and creative writing. Editors make about $58,000 each year.
- Advertising, Promotions, and Marketing Manager: An advertising, promotions, or marketing manager plans programs to create interest in a business’s products or services. They can earn over $100,000 annually.
- Writer: Writers plan and create written content for a variety of mediums. Depending on the position, they may write for advertisements, books, magazines, blogs, or other forms of media. Writers’ pay can fluctuate greatly depending on their position, but they make an average of $61,000 per year.
- Fundraising Manager: Fundraising managers plan and execute campaigns to collect donations for their client or organization. They may work for an agency or a business in-house. Fundraising managers can earn over $100,000 annually.