A public relations specialist is someone who works for a company and is in charge of many functions that help to build and maintain strong public relationships. A person in this position may be referred to as a communication specialist, press secretary, information officer, public relations specialist, or media specialist, but his or her primary responsibility is to manage public relations for the company or organization for which he or she works.
Public relations specialists help businesses, government agencies, non-profit organizations, and hospitals maintain positive relationships with their communities, investors, public interest groups, the media, their employees, and the general public. This person’s responsibilities include managing community and media functions, consumer relations, and conflict resolution, to name a few. The creation of press releases and the development of media relationships to make information about a company or organization public is one very specific role that she or he may fill.
A PR specialist may be required to work on-site, off-site, or travel depending on the company or organization. Hours can also vary depending on the work environment, particularly if an emergency or crisis occurs. For example, high-profile companies may be tarnished for a variety of reasons, and they rely on their public relations departments to quickly and effectively perform “damage control.”
Depending on the nature of the business or organization, different levels of experience and education are required. A degree in public relations, communication, journalism, or advertising may be required of public relations specialists. This person must also be able to understand and relate to the public’s role in the success of a given business or concept. The Public Relations Society of America is one of several professional organizations for PR professionals, and membership requirements vary.
Many public relations professionals choose to run their own business as a consultant or freelance for a variety of companies or organizations in addition to working for a single employer.