Career Profile: Publicist/Public Relations Executive
Lil Miss P runs down some jobs to see how your skills fit the requirements. From entry level to top jobs, you may have the skills you need.
To let the media know what is going on, many companies, politicians, personalities, celebrities, etc. will work with publicists or publicity firms. The firms work to take news and updates out to the media to help secure coverage of their clients in the press. It’s said that something like 75% of what you read/watch on TV is generated by publicists — probably most of all by entertainment. It’s no accident that you will see Will Smith on a bunch of magazine covers and TV shows just as a movie he is starring in is about to come out. The day to day job of a publicist varies. Some publicists are “in-house” — or employed by a company directly. Others are agencies or practitioners working with multiple clients as third party vendors. Publicists can earn anywhere from $35,000 at the entry levels to upwards of six figures. I believe the average salary is in the $75-80,000 range but check Google to be sure. Publicity careers require someone who is a bit like a sales person, fearless to get in front of the right people and push for an outcome. Good oral and written communication skills are in high demand, but if you’re a good sales person or at keeping the hustle on, publicity can be a great job. The fun part is that you’re seeing your stories you placed in the media people read, for your clients. The downside is that it can be very long hours and very taxing. It’s hard to get stories in the media even with a big draw client sometimes — but if you like a fast pace and lots of challenges, variation and connection with others, this is the career for you. Schooling is mostly necessary but I’ve seen people who make it very far in the business on smarts and skills. Stick to taking communications courses and marketing courses versus niching into a specific PR degree — it can pigeonhole you into PR when it’s not really, really necessary. Starting out at entry level you’ll be doing research and sending out pitches to media for other people on your team, clipping articles, writing reports and all kinds of other grunt work but if you take to it and get through it quickly, there’s a lot of room to grow. The publicity industry always seems to have work but like any other industry can be subject to layoffs and difficulty finding jobs in tough economic times. It is the kind of job that helps to be in a major city, but don’t rule out freelancing in your own town, or even starting a firm. The Public Relations Society of America is the industry’s governing body to help people network and connect: http://www.prsa.org/. When searching for jobs on Craigs List, etc. look under “Public Relations,” “Publicity,” or “Marketing.” Public relations/publicity jobs can be found in virtually every industry — political, music, fashion, entertainment, television, sports, media, food, beverages, education, non profit, you name it.
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