Hiring a Public Relations Specialist: Job Description, Pay, & More

When it comes to hiring a public relations (PR) specialist, you’re investing in a strategic partner whose sole job function is to develop positive narratives, manage reputation and relationships, and navigate the ever-evolving landscape of public opinion. From crisis management to brand storytelling, PR professionals are the unsung heroes who ensure their clients are seen in the best possible light.

If you’re on the market for a PR specialist and need a crash course before you finalize that job posting, we’ve got you covered. Let’s get into it!

What Do Public Relations Specialists Do?

PR specialists wear many hats, but let’s break down some of their core responsibilities.

Media Relations: This includes building and maintaining relationships with journalists, bloggers, and other media outlets. This involves pitching story ideas, crafting press releases, and managing media inquiries.
Crisis Management: Developing crisis communication plans and responding effectively (and swiftly) to negative publicity or unexpected events.
Content Creation: Creating compelling content, such as press releases, blog posts, and social media content, to promote the client’s brand and message.
Social Media Management: Overseeing and managing the client’s social media presence, including developing strategies, creating content, and engaging with the audience.
Event Planning and Management: Organizing and executing events, such as press conferences, product launches, and industry conferences.
Reputation Management: Monitoring online reputation and taking proactive steps to address negative sentiment.
Stakeholder Engagement: Building and maintaining relationships with key stakeholders, such as investors, customers, employees, and community members.

These professionals’ expertise can span various industries and specializations, including:

Corporate
Finance
Government
Technology
Healthcare
Entertainment
Sport

Ultimately, PR specialists are meant to help clients achieve their goals through effective communication strategies.

Key skills and Experience Level

If you’re planning on hiring a public relations specialist, you of course want to ensure they’re a proper fit for your team and organization’s culture, as a whole. But what about skillset? We’re sure you have a running list of “must-haves” for this candidate, but here are three key things we think a hiring manager should consider when they’re on the search:

Strong Communication Skills: Effective communication is essential for PR professionals. They need to be able to write clearly and persuasively, as well as communicate effectively verbally. They should also be comfortable interacting with various stakeholders, including journalists, clients, and the public.
Media Relations Experience: A strong understanding of media relations is crucial for a PR specialist. They should have experience pitching stories, building relationships with journalists, and managing media inquiries.
Crisis Management Skills: The ability to handle crises effectively is a valuable asset for a PR professional. They should have experience developing crisis communication plans and responding to negative publicity.

When considering the experience level of a public relations specialist, it’s essential to balance the need for seasoned professionals with the potential of entry-level candidates. While experienced individuals may bring a wealth of knowledge and industry insights, newcomers can often offer fresh perspectives and a strong work ethic.

When evaluating candidates, consider their industry experience, the size of companies they’ve worked for, and their specific skills. For instance, if your organization operates in a specialized field like healthcare or technology, seeking candidates with relevant industry expertise can be advantageous. Larger companies might prioritize seasoned professionals with corporate experience, while smaller businesses may be open to individuals eager to hone their skills and make significant contributions. Finally, if you have specific requirements such as crisis management or social media expertise, look for candidates with relevant experience to ensure a seamless fit within your team.

At the end of the day, the best experience level for a PR specialist will depend on your company’s specific needs and budget!

Education and Certifications

Education

While a degree is not always a requirement, a bachelor’s degree in public relations, communications, journalism, or a related field can provide a strong foundation for a career in public relations. These programs often cover essential topics such as media relations, crisis communication, social media, and public opinion research.

Certifications

Certifications aren’t usually mandatory but can enhance credibility and demonstrate a commitment to their professional development. Some popular certifications in public relations to look out for:

APR (Accredited Public Relations Professional): Awarded by the Public Relations Society of America (PRSA), this certification recognizes individuals who have met rigorous standards of knowledge and experience.
Social Media Certification: There are various social media certifications available that can demonstrate your expertise in specific platforms or areas of social media marketing.

Also consider having candidates submit their portfolio with their application! This can include results of their own PR endeavors like press releases or social media campaigns.

Salary and Job Outlook

According the Bureau of Labor Statistics, the public relations field is expected to grow faster than average at 6% by 2033. The average pay for these specialists in the United States sits at around $66,700.

Hire a Public Relations Specialist

Hiring a public relations specialist is an investment in your organization’s success. By partnering with a skilled PR professional, you can enhance your brand reputation, build positive relationships with key stakeholders, and navigate the complexities of today’s complex media landscape. But we get it. It can be challenging to source quality talent in a vast field pool like public relations. Connect with one of our experts today to get started! We take care of the vetting and interview processes so you don’t have to.

Why? Because we make hiring easy.