| Have you ever thought about why people trust certain | | | | constituents informed and monitor what the press is |
| product brands? Or how companies manage their | | | | saying about their boss. If a negative story appears, |
| public image? Or how certain Hollywood movie stars | | | | the press officers will try to respond with something |
| seem to appear in the press over and over again? | | | | positive. During an election campaign, public relations |
| The one thing they all have in common is effective | | | | officers are key members of the campaign team |
| public relations. | | | | because they must constantly evaluate their |
| Public relations specialists (also referred to as media | | | | candidate's standing in the polls and image in the press. |
| representatives and communications officers) serve | | | | Education and training: A college degree in public |
| as advocates for businesses, nonprofit associations, | | | | relations, advertising, journalism, or communications is |
| hospitals, universities, and other organizations. They | | | | often required even for entry-level positions. Some |
| build and maintain positive relationships with the press | | | | organizations seek college graduates who have |
| and the public. Media reps not only manage the | | | | worked in electronic or print journalism, those who |
| day-to-day business of a company's image, but they | | | | have communication skills and training, or who have |
| may also be called upon to repair the damage done | | | | experience in a field related to the firm's business. |
| by a corporate misstep or other crisis. | | | | Many colleges and universities offer associate, |
| Jobs in public relations have traditionally been | | | | bachelor's, and master's degrees in communications. A |
| concentrated in large cities, where many businesses | | | | public relations program may include courses in media |
| and trade associations have their headquarters, and | | | | relations principles and techniques, communications |
| press services and other communications facilities are | | | | management and administration, writing, visual |
| readily available. Many public relations consulting firms, | | | | communications, and research. Advertising, business |
| for example, are in Chicago, New York, San Francisco, | | | | administration, finance, journalism, political science, |
| Los Angeles, and Washington, DC. However, because | | | | psychology, sociology, and creative writing may also |
| of the internet, in recent years corporate | | | | be part of a program. |
| communications jobs are increasingly found nearly | | | | Job growth could be impressive. According to the U.S. |
| anywhere. | | | | Government's Bureau of Labor Statistics, during the |
| How do public relations specialists manage an | | | | current decade 2008-2018 employment of public |
| organization's message? Primarily by cultivating | | | | relations specialists is expected to grow 24 percent, |
| relationships with the press, and then providing the | | | | much faster than the average for all occupations. |
| press with positive news stories. Communications | | | | In an increasingly competitive business environment, the |
| managers draft press releases and send them to | | | | need for effective media relations should create a |
| reporters in the media who might print or broadcast | | | | need for these workers in organizations of all types |
| their material. You might be surprised to know that | | | | and sizes. People with foreign language capabilities also |
| many newspaper stories, magazine articles, and radio | | | | are in great demand. Employment in public relations |
| or television special reports begin as press releases | | | | firms should grow as firms outsource to provide public |
| from media specialists. | | | | relations services rather than hire in-house staff. |
| Crisis management can be important. If a supermarket | | | | Perhaps you could be the person who shapes public |
| chain is accused of selling tainted meat, for example, | | | | opinion for a company, a product, or a candidate. With |
| the supermarket must immediately take action to | | | | the right training and opportunities, a career in public |
| correct the problem. The next task may involve | | | | relations could be yours. |
| counteracting the negative impression that has been | | | | But how do you begin to get the training you need? A |
| created in the minds of customers. People may switch | | | | good way is to log onto a reputable online career |
| to a competitor because of stories circulating about | | | | college search engine and directory. You'll be able to |
| bad meat at the supermarket. It's the task of the public | | | | search for schools in your area that offer the degree |
| relations team at the supermarket to make sure that | | | | you need, or find an online degree program. You can |
| the community knows that the problem has been fixed | | | | compare programs and even learn about flexible |
| and that the chain can be trusted to sell healthy food. | | | | schedules and financial aid. Then you can request free |
| In government, information officers and press | | | | information from the schools that interest you, visit a |
| secretaries keep the public informed about the | | | | few, and make your decision. In less time than you |
| activities of agencies and officials. A U.S. senator may | | | | think, you could be trained for a new rewarding career |
| employ a team of press officers to keep the senator's | | | | as a public relations specialist. |