Last Updated: November 4, 2020

Without effective public relations experts, companies introducing a new product or service would barely hope to make even a splash as they enter the marketplace. That’s simply not an option in an increasingly competitive world – products need to be making waves, turning heads, and garnering the attention of media representatives.

By gathering data and embarking on public relations campaigns, PR specialists help a company create buzz and interest about a brand or product. Read on to discover how these professionals develop relationships with media representatives and publish information beneficial to a company’s market standings.

What do they do?

Location and Opportunity

According to, several locations are most in need of public relations specialists, including:

  • Washington, DC
  • New York, NY
  • Sacramento, CA
  • San Francisco, CA
  • Houston, TX

Public relations specialists have expert communications skills, which they use on a daily basis when interacting with members of the press. One of the primary responsibilities of any public relations specialist is to handle a company’s outgoing communication strategies, which often involves creating press releases about a product or service.

As they develop press releases, they build up contacts with members of the press, adding them to large mailing lists. Anytime the company embarks on a new campaign, public relations specialists contact the mailing lists and try to pitch stories.

An effective working relationship with the press is the hallmark of any successful public relations specialist. They must have a clear understanding of what it is that makes a story newsworthy for a journalist, and sell them on a press release. To accomplish this, public relations specialists work with a variety of professionals, including:


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Public relations specialists are commonly hired out of college as long as the candidate has completed an internship or other program that shows they’re effective communicators. Most PR specialists earn bachelor’s degrees in public relations or marketing.

Strong writing skills are a must for any PR professional, allowing specialists to effectively craft press releases and communicate a company’s message.

Become a Public Relations Specialist

Most public relations specialists earn an average salary of $45,000 depending on experience and size of the company. The position also grants the professional with room for growth, allowing potential career advancement over time.

If you’re interested in learning more about a career interacting with members of the press on behalf of a company, contact schools offering degrees in public relations or marketing.