"Mini-Guide" to an Online Public Relations Degree

Everyone wants to convey to the public that they're the best at what they do. In a competitive market, a business depends not only on its practices, but also on its reputation to lure new customers and keep existing ones. In order to promote their clients, public relations specialists develop and maintain connections with the outside world: the media, the government, and other people in the industry. They write press releases about what's going on with their client, anything which may be considered newsworthy, and distribute the information among their network.

Often, information in a press release will become the basis for a news story or some other form of public attention. This is called publicity, and differs from marketing in that the client does not pay money to get this coverage; the public pays attention because it wants to. (And sometimes, the public pays attention in a way that does not benefit the client — hence the term "bad publicity.")

To accomplish all this, professionals in the public relations field carry out a wide variety of tasks. In addition to researching and writing press releases, they may set up press conferences or other presentations for the public and the media. They may have to speak to the audience themselves or develop talking points for leaders and/or public figures.

There are some common traits found in people well suited for life as a public relations executive. Consider an online degree in public relations if:

• You are a social butterfly; you consider yourself a "people-person."
• You know how to communicate with clarity and diplomacy, both in writing and in-person.
• You can keep your finger on the pulse to maintain an extensive social and professional network.
• You know how to use the latest technologies to get messages out to a broad audience, including Internet, e-mail, and direct mail strategies also used by marketing departments.
• You are aware of the world around you and understand their clients' role in the bigger context.
• You can handle delicate matters with calm, discretion, and poise. If your client faces an emergency, you will be under a tight deadline and held to serious scrutiny.
• You know more than one language.

Public relations professionals most often work in PR agencies or for corporations that have public relations departments in house. But public relations specialists are also hired by schools, charities, political campaigns, movie stars, and other public figures — anyone needing the public to perceive them in a certain way in order to carry on with their work. They need to show that their work is beneficial to their customers, their employees, and their community.

At a small agency, you will need to be a jack of all trades to manage every aspect of your client's public image; if you are at a bigger organization, you might be part of a public relations department in which each member's role is specialized. In either case, creativity and initiative are key.

Public relations specialists usually work in comfortable office settings and follow standard Monday through Friday work hours during quiet times. However, overtime is common as press conferences, parties, fundraisers, and other special events call for interactions with the public.

Many! Here are some job titles in the field of public relations:

• PR account executive
• PR manager
• Corporate communications manager
• Marketing manager
• Special events manager or planner
• Media relations specialist
• Director of corporate communications
• Director of public relations
• Communications manager
• Creative director
• Newsletter editor
• Media relations manager
• Media buyer
• Director of investor relations
• Fund raising or donor relations
• Government public affairs
• Public relations consultant
• Public information officer
• Event coordinator
• Public affairs manager
• Promotions manager
• Copywriter
• Brand manager
• Political campaign manager
• Lobbyist
• Project coordinator

While the exact curriculum requirements will vary among schools, here is a partial list of some of the courses you might take as a public relations student:

• Principles of Public Relations
• Fundamentals of Journalism
• Public Opinion & Mass Media
• Mass Media and Society
• Mass Communication Law & Ethics
• Writing for Public Relations
• Media Relations
• Visual Design for Media
• Publication Editing and Design
• Integrated Communications Campaigns
• Crisis Communications
• Special Events Planning
• Social Media for Communication Strategy
• Political Public Relations
• Image Management
• Leading Public Relations Organizations
• Publications and Market Research
• Public Relations Seminar
• Organizational Communication
• Persuasive Writing

Public relations specialists are concentrated in large cities, where complex communications systems are in play among dense populations. The salaries for public relations specialists, then, should be taken into account against the cost of living in urban areas. In 2006, median annual earnings for public relations specialists were $47,350.

As businesses and other entities credit more of their success to good public relations, the job field continues to grow. Although the employment of public relations specialists is expected to grow faster than average for all occupations in the next ten years, competition will be high as more and more professionals are attracted to the field.

To compete successfully for the limited number of entry-level positions available, a candidate should hold a college degree in a related field. Many colleges and universities offer bachelor's and postsecondary degrees in public relations, but related fields include communications, journalism, social psychology, and marketing.

Additionally, employers will look for prospective candidates to have demonstrated communications skills and hands-on experience in the field. Internships will give a candidate great training and experience, not to mention a much stronger résumé. Many colleges will help students find such opportunities to apply and expand their skills.