Employers will look for potential hires that have are organized, can process large amounts of important information, are able to think critically and can write and communicate effectively; a large percentage of a publicist’s work involves writing detailed press releases, employing problem-solving to think up new campaign strategies and speaking publicly in support of the client. [3] X Research source A few of the colleges with the highest rated public relations and image management programs include Georgetown University, the University of Southern California, the University of Florida and Boston University. These school are rated based on test scores and project success, the sophistication of their curriculum and the satisfaction of former students seeking employment within the field.
Some colleges with large public relations programs feature courses that deal directly with explaining the duties of professional publicists.
Even if an internship isn’t a requirement to graduate, it is advisable to try to secure one as an undergraduate student. Those with the practical experience offered by an internship will have a leg up on those without it. [8] X Research source
Always carry your portfolio with you to job interviews to have physical documentation of the types of projects you’ve worked on at hand to give to employers.
Relate any major projects, rewards or achievements you garnered for yourself through your education or internship to prospective employers during the interview process.
How you carry yourself reflects on your capabilities as a public relations expert every bit as much as the image you manage to construct for your clients. You are your own first PR project! Publicity can be an excellent career choice if you consider yourself a “people person,” as the type of work it entails is centered around establishing and maintaining positive relationships and interactions between a single person or group and the public at large. [13] X Research source
Don’t be discouraged if you don’t land your dream job right away. Publicity is a complex and evolving profession that can often be very competitive, and as you gain experience, you’re sure to move ahead in the runnings for bigger opportunities, more important assignments, and higher wages.
Should you ever wish to teach public relations courses at a university level or operate your own PR firm, having a graduate degree may give you just the advantage you need. In general, the higher the level of education you’ve achieved, the more qualified you will seem to employers heading the field.
Periodically attending workshops and seminars can give you fresh ideas and motivation to stay at the top of your game. [17] X Research source
Use the “rhetorical triangle” model to structure your statements and press releases: understand the relationship between yourself (the presenter), the audience and the context of an argument. This will help ensure that argument takes hold in the minds of your audience. [19] X Research source Always have a clear goal in mind whenever you begin a project, no matter how minor or routine. The language of your press materials should be centered around this goal.
Try incorporating brief creative mental exercises into your daily routine, such as concocting fictional histories for people and places you’ve never seen before, or highlighting one word per line in a newspaper column to tell a short story. The term “spin” deals with changing the appearance of circumstantial details to preserve one’s reputation, not fabricating those details. You should never lie or alter the facts in order to make your client look better.
Work closely with the client or their manager or agent to devise guided and effective PR strategies.
