Public Relations Careers: 2025 Guide to Career Paths, Options & Salary

by Imed Bouchrika, Phd

Co-Founder and Chief Data Scientist

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Public relations has evolved from its traditional role into one of the most dynamic sectors in today’s ever-changing world. It offers opportunities to work on complex issues, engage audiences in meaningful conversations, and create innovative campaigns. As a profession deeply rooted in connecting organizations and individuals with external stakeholders, it can also provide an enriching experience for those passionate about creating effective change.

In the 2018-2019 school year, public relations ranked as the 53rd most popular degree in the United States. Schools reported granting 19,456 degrees in the said year alone. Compared to the previous year, there was a 642 difference or a 3.3% increase. About 375 schools offer a PR degree of some kind (College Factual, n.d.).

At first glance, a public relations degree may seem to have limited options. But that is not the case at all, as it opens up opportunities in a wide array of industries. This discipline takes different forms of media to create an appealing image for a personality or a brand. It is also the bridge between two businesses, with the PR professionals being the mediators of good relationships. In the same way, many PR degree programs are mainly focused on a well-selected combination of courses from other communication specialties (Accredited Schools Online, 2021).

Without question, opportunities for PR degree holders are countless. The government, business, education, and health care sectors will open their doors for you should they see you exhibit passion and eloquence (College Choice, 2021). If the PR field interests you, understanding its career paths, options, and industry salaries would be of great help to your decision-making. As such, this guide answers the question “What does public relations do?" and points out which careers degree holders can pursue.

Public Relations Careers Table of Contents

1. Why pursue a career in Public Relations?
2. Public Relations Career Outlook 
3. Required Skills for Public Relations
4. How to Start Your Career in Public Relations
5. How can I advance my career in Public Relations?
6. Lifelong Learning and Upskilling in Public Relations
7. How can networking and mentorship boost your PR career?
8. How Do I Choose the Right Public Relations Program?
9. How Can a Social Media Marketing Degree Enhance Your PR Career?
10. What Future Trends Will Redefine Public Relations?
11. Can Creative Writing Skills Drive PR Innovation?
12. Can an Accelerated Online Marketing Degree Boost Your PR Strategy?
13. How Can Visual Communication Strengthen Public Relations Strategies?
14. The Role of Digital Media and Technology in Public Relations
15. Ethical Considerations in Public Relations Careers
16. Alternative Career Options for Public Relations
17. What Are the Financial Benefits of Investing in a Public Relations Degree?

Why pursue a career in public relations?

Careers in public relations appeal to eager individuals who seek to get challenged, receive unique rewards, and grab exciting opportunities in the industry (The Graduate School of Political Management-The George Washington University, 2020). Successful PR professionals are unprejudiced, good-natured, detail-oriented, and work well even under pressure.

Working in PR always involves delivering a certain message and image to the media and people. Suffice it to say, PR professionals must manifest persuasiveness and a deep grasp of rhetoric as it deals with spoken and written language (Best Colleges, 2020).

Public Relations Career Outlook

The U.S. Bureau of Labor Statistics expects high demand for PR professionals from 2019 to 2029. Specifically, the BLS expects a 7% increase in the demand for PR specialists within the period (BLS, 2021).

With more experience, professionals in public relation positions typically have above-industry income. The average public relations salary rates at different career stages are shown in the table below.

Required Skills for Public Relations

What is a public relations professional? Organizations employ these experts to fill gaps in communication and understanding between the internal and external communities. In some cases, effective PR skills handle bad publicity or crises (Doyle, 2019).

Essential Skills for PR Professionals

1. Public Speaking. Class presentations will help you become confident, compelling, and appealing when talking to the public. On the job, you will soon be designated with public speaking tasks through a camera or pitching in a company meeting to promote an individual, a company, or an organization.
2. Writing. The PR industry revolves around the creation of press releases, speeches, and advertising materials. Hence, you need to possess outstanding written communication skills to convey your ideas comprehensibly. They can express themselves and show their skill even by using metaphors examples. Papers and written projects aid in advancing this skill.
3. Social Media. Social media has totally redefined the way people communicate with each other. Knowledge of social media use as tools for public communication is also one of the most desired essential skills for PR professionals.
4. Software Skills. Having a basic knowledge of photography software and graphic design, database use, and video programs is still much better than learning while on the job.
5. Media Production. Up-to-date knowledge of media production, what the media wants to see and hear, and providing information to the media is also as important as any other PR skills.

In the 2020 NIH-PMC article “The skills required for entry-level public relations: An analysis of skills required in 1,000 PR job ads," Shana Meganck et al. revealed the most frequently listed skills in entry-level PR job posts. The authors noted the significance of long-established skills such as writing in tandem with modern skills such as digital and social media. In addition, they also pressed the need for soft skills such as organizational skills. Among the surveyed hiring authorities, “78.2 % mentioned communication skills, with the majority of those (88.9 %), specifying written communication skills. Specific educational requirements were mentioned in 64.5 % of the job listings; organizational skills were mentioned in 61.8 %; 43.9 % requested administrative software skills such as Microsoft Office and Google Drive; 35.3 % mentioned social/digital media skills; and 24.5 % listed graphic design skills (e.g., Adobe Creative Suite)."

General Skills for PR Professionals

1. People Skills. You will need strong people skills to communicate with the media and the masses consistently and advocate your client’s positive image. Projects, presentations, and on-the-job training aid in developing these skills.
2. Efficiency. Efficiency is the key to overseeing different client accounts, setting up simultaneous events, and leading a PR team. Individual and group projects will teach you to become efficient.
3. Communication. Communication lies at the center of PR. Being able to send a message in a clear and concise manner gives you an edge as a PR professional.
4. Administration and Management. Administration and management skills refer to mastery of business and management principles needed in strategizing, resource budgeting, human resources modeling, leadership approaches, and more.

How to Start Your Career in Public Relations

Having a degree is an advantage when pursuing any of the popular public relations professional communications careers as this is what many employers look for first. So, what is a communication degree in public relations? To get through entry-level careers in PR, you are required to earn an associate’s or bachelor’s degree (Best Colleges, 2020).

With this, our team of researchers put together a list of careers in public relations for degree holders.

What can I do with an Associate’s Degree in Public Relations?

Administrative Assistant

Administrative assistants carry out clerical and organizational tasks across industries. They handle filing systems and databases, arrange documents and reports, and compile reports and invoices. They may also be tasked to book appointments and organize staff meetings. Those who want to focus on this or upskill themselves can get an online degree to become an administrative assistant.

Median salary: $39,446

Paralegal

Paralegals organize and document legal files, perform legal research, and create documents to assist lawyers. They analyze laws and policies, collect evidence and legal files for attorney examination, and sum up reports to aid lawyers before or during trial. A certificate in paralegal studies is a requirement to qualify for this position.

Median salary: $50,969

What can I do with a Bachelor’s Degree in Public Relations?

PR Specialist

PR specialists write press releases, communicate with the media regarding information requests, and help their clients communicate with people. They also study marketing and advertising projects to guarantee that they satisfy the goals and strategy of their clients.

Median salary: $51,000

Market Research Analyst

Market research analysts explore market situations to guide companies in identifying what services and products to offer to consumers. They track and predict trends in marketing, evaluate the efficiency of marketing strategies, and gather relevant data. They also draft reports to help clients and management make the right decisions.

Median salary: $60,659

Can you get a public relations job with just a certificate?

People also ask if it would be possible to get a public relations job with just a certificate. In most circumstances, certifications are enough to land you a job. But not all certifications are created equal. In PR, certification can only improve your chances of employment as related jobs now require certain skills. Furthermore, employers will basically look for credentials indicating formal training in specialized areas. The best that PR certificates can do is to provide you with the necessary training and skills, demonstrate your competency and professionalism, and set you apart from other applicants (Keith, n.d.).

How can I advance my career in Public Relations?

Additional training or a graduate-level degree program is suggested if you wish to take on public relations leadership roles. A doctoral degree is also a great option if you plan to further advance your career development plan. Earning certifications will exhibit your expertise and commitment to the profession, too. (Best Colleges, 2020). Do note that if you are a working professional, you should look into online offerings. There are many quality master of public relations online programs offered by reputable universities. These provide you with more flexibility.

Below is a list of public relations major jobs for graduate degree holders.

What can I do with a Master’s in Public Relations?

PR Manager

PR managers devise a media strategy, research trends, and propose ways to improve public image and personal or brand identity. These responsibilities promote their individual and business clients. These PR experts may also manage a team of PR specialists and administer internal communications.

Median salary: $78,000

PR Director

PR directors maintain and protect the reputation of their clients by presenting news releases, media kits, and PR strategies. They can fit in many industries, such as business, education, and health care.

Media salary: $91,000

What kind of job can I get with a Doctorate in Public Relations?

Professor

PR professors teach in colleges and universities. Many of them also carry out research.

Median salary: $89,528

Nonprofit Executive Director

Nonprofit executive directors take on chief executive officer roles for nonprofits. They work on achieving the mission of their organizations by overseeing day-to-day functions and teaming up with the board of directors. They also oversee the overall development and management systems within their organizations, run outreach programs, and give financial advice.

Median salary: $70,417

Which certification is best for public relations?

To date, no public relation careers mandate the need for licenses. However, many leading professional organizations establish certification programs that can provide PR professionals with formal credentials.

The Global Communication Certification Council, for instance, has two sophisticated certification programs: the Communication Management Professional (CMP®) appointment for generalist professionals and the Strategic Communication Management Professional (SCMP®) credential for specialist practitioners (Best Colleges, 2020).

Lifelong Learning and Upskilling in Public Relations

As public relations evolves, continuous learning and skill enhancement have become non-negotiable for career success. Beyond formal education, professionals are now expected to stay abreast of emerging technologies, industry trends, and soft skills to remain competitive. While obtaining advanced certifications or enrolling in niche workshops can provide a competitive edge, an increasingly popular option is pursuing flexible academic programs tailored for working professionals.

Online education, in particular, caters to PR specialists who aim to blend flexibility with quality. Exploring options like the easy degrees to get in communication and media domains can provide foundational depth and open up new career pathways. Such degrees not only bridge gaps in technical expertise but also polish leadership and strategic thinking skills, vital for adapting to the ever-changing demands of the PR landscape.

Furthermore, investing in learning opportunities fosters professional growth by equipping PR practitioners with tools to innovate strategies, meet client demands, and tackle industry challenges. From mastering digital storytelling to understanding data analytics, upskilling ensures that professionals are always at the forefront of impactful communication.

How can networking and mentorship boost your PR career?

Networking and mentorship are essential in public relations, where industry connections and learning from experienced professionals can significantly impact career progression. A strong network often opens doors to new job opportunities, while mentorship provides guidance and insights that help navigate this dynamic field more effectively.

Key benefits of networking and mentorship in PR include:

• Job Opportunities: Networking connects PR professionals with potential employers, clients, and collaborators. Industry events, online platforms, and alumni groups are great avenues to discover new job openings or freelance opportunities through referrals.
• Learning from Experts: Mentorship provides direct access to industry knowledge from experienced professionals. Mentors can offer advice on handling crises, navigating complex client relationships, or crafting strategic PR plans—skills that can take years to develop independently.
• Skill Development: Networking events and industry conferences frequently host workshops and panels that help professionals improve their craft. Attending these sessions allows PR practitioners to stay current on digital marketing, media strategy, and content creation trends.
• Career Advice: Mentors offer personalized guidance on career progression, such as when to pursue a higher position or the best strategies for building a personal brand in PR. They also help mentees set realistic goals and develop a roadmap.
• Expanded Industry Knowledge: Through networking, PR professionals gain insights into current trends, best practices, and emerging challenges across various sectors. Engaging with peers can provide valuable perspectives on adapting to media, public opinion, or industry standards shifts.

How Do I Choose the Right Public Relations Program?

When evaluating a public relations program, consider factors such as accreditation status, curriculum alignment with industry needs, and access to real-world experience through internships or project-based assignments. It is essential to examine the faculty’s expertise and the institution's career support services to ensure effective transition into the workforce. Additionally, assess flexible learning modalities—such as pursuing an online masters in communication program—by comparing tuition costs, program duration, and the overall return on investment. Prioritizing these elements can significantly enhance your educational and professional journey in public relations.

How Can a Social Media Marketing Degree Enhance Your PR Career?

A focused education in social media marketing equips PR professionals with advanced strategies tailored for digital audiences. Integrating targeted digital tactics from a social media marketing degree online complements traditional PR methodologies, enabling practitioners to leverage social analytics, audience segmentation, and trend forecasting. This specialized skill set enhances crisis communication and real-time campaign evaluation, providing a competitive edge in developing innovative content that resonates across varied social platforms.

What Future Trends Will Redefine Public Relations?

As industry dynamics shift, evolving trends are poised to redefine how public relations practitioners strategize and execute campaigns. Advanced analytics, artificial intelligence, and automation are expected to further refine audience targeting and crisis response methods, while personalized communication continues to gain prominence. This transformation also creates new professional opportunities and demands agility in adapting to regulatory changes and data privacy concerns. Staying informed on these trends is essential to harnessing novel insights and capitalizing on emerging careers within communications.

Can Creative Writing Skills Drive PR Innovation?

A strong command of creative writing can transform how public relations strategies are crafted and executed. PR professionals who excel at storytelling develop messages that not only capture attention but also build lasting emotional connections with diverse audiences. Leveraging creative narrative techniques can enhance campaign clarity, generate public interest, and distinguish a brand in competitive markets. Furthermore, targeted training through programs such as the most affordable creative writing bachelor's programs can provide innovative approaches that align with modern digital communication trends.

Can an Accelerated Online Marketing Degree Boost Your PR Strategy?

Integrating advanced digital marketing methodologies with public relations can optimize campaign planning and execution by combining strategic storytelling with data-driven insights. An accelerated online marketing degree offers a focused curriculum that enhances skills in market research, consumer engagement, and digital analytics—elements that are increasingly pivotal in today's PR landscape. This specialized training helps professionals refine targeted messaging and adapt rapidly to shifting digital environments, thereby strengthening brand positioning and reputation management. For more information, consider exploring our article on the best accelerated online marketing degree.

How Can Visual Communication Strengthen Public Relations Strategies?

Visual communication is emerging as an essential facet of public relations that complements traditional messaging and digital narratives. Integrating high-quality visuals into campaigns enhances audience engagement by conveying complex ideas efficiently and reinforcing brand identity. Effective visual storytelling—whether through infographics, video content, or other graphic elements—enables PR professionals to differentiate their messages, improve recall, and foster stronger emotional connections with target audiences. Investing in tailored training, such as enrolling in accredited graphic design programs, offers a strategic advantage in crafting innovative, data-driven campaigns that resonate in today’s competitive media landscape.

The Role of Digital Media and Technology in Public Relations

As the landscape of communication evolves, so too does the field of public relations (PR). Digital media and technology have become integral to PR strategies, enabling professionals to engage with audiences in innovative ways, amplify brand messages, and measure campaign success with precision. Understanding how these tools are shaping the industry is essential for aspiring and experienced PR professionals alike.

Social Media’s Impact on PR Strategies

Social media platforms like Instagram, Twitter, LinkedIn, and TikTok have revolutionized the way organizations communicate with the public. PR professionals now use these platforms to:

• Engage with target audiences in real time.
• Monitor brand sentiment through social listening tools.
• Launch viral campaigns that capture widespread attention.

Building a strong online presence has become a fundamental aspect of PR, requiring professionals to stay updated on trends and platform algorithms.

Data Analytics and Campaign Measurement

Data-driven decision-making has become a cornerstone of modern PR. Advanced analytics tools allow professionals to:

• Track key performance indicators (KPIs) such as reach, engagement, and conversions.
• Understand audience demographics and behavior to tailor messages.
• Measure return on investment (ROI) for campaigns with greater accuracy.

For those looking to stay competitive, developing skills in analytics software and platforms is increasingly important.

The Rise of Content Marketing and Storytelling

Incorporating compelling stories into digital content is a hallmark of effective PR campaigns. Blogs, videos, infographics, and interactive content not only engage audiences but also improve search engine visibility. By blending PR with content marketing, professionals can craft messages that resonate deeply with their audience.

Crisis Management in the Digital Age

With the speed of digital communication, managing a crisis has become both more challenging and more critical. A single misstep can go viral, damaging a brand's reputation within minutes. PR professionals must:

• Respond swiftly and strategically to online crises.
• Use digital tools to monitor and mitigate risks.
• Engage directly with stakeholders through transparent and authentic messaging.

Affordable Online Education for Modern PR Professionals

As the field of PR becomes increasingly digital, staying competitive requires continuous learning. Earning an affordable online master's degree in communications can equip you with the latest skills in digital media, analytics, and strategic communication. Online programs offer the flexibility to learn at your own pace while staying up-to-date with the latest industry trends and technologies.

Ethical Considerations in Public Relations Careers

Ethics play a crucial role in public relations, as professionals shape public perception and maintain trust. Public relations professionals must carefully balance their client's interests with the need for honesty and transparency. Here are some key ethical considerations in the field:

• Transparency and Honesty: PR professionals must provide accurate and truthful information to the public, avoiding misleading statements or exaggerations. Misrepresenting facts, even with good intentions, can damage both the client's and the PR professional's reputation.
• Respecting Privacy: Protecting the privacy of individuals and organizations is critical in PR. Professionals must be mindful when handling sensitive information and ensure they don't violate personal or corporate privacy in their communications.
• Avoiding Conflicts of Interest: PR professionals should avoid situations where their personal interests might conflict with those of their clients or the public. Transparency in client relationships is essential to maintaining trust.
• Promoting Ethical Communication Practices: PR professionals should promote ethical communication strategies, ensuring that the messages they send are responsible and don't cause harm or encourage unethical behavior. This includes being careful with messaging that may manipulate emotions or behavior.
• Managing Crisis with Integrity: Maintaining ethical standards becomes even more critical during crises. PR professionals must be prepared to communicate honestly, even if the message is difficult or unfavorable, to preserve trust with the audience.

Alternative Career Options for Public Relations

The marketing, business management and administration, and communications fields are all potential tracks of a PR career path, even without a PR degree. Nevertheless, the chances of PR success are always high with a PR-specific education.

What else can a PR professional do?

Salesperson

With exemplary communication skills, a job in sales is also a right fit for a PR professional. This field is always in need of salespeople. It will not be also taken over by robots and machines when it comes to performing tasks (Bragg, 2016).

Actor/Actress

What about taking the path of show business instead? Did you know that both Halle Berry and Brad Pitt took a journalism degree in college? If you have long dreamed to enter Hollywood, the doors are always open.

Lawyer

You can earn any degree that you want and still be eligible for law school. With impeccable reading, writing, and communication skills, becoming a lawyer should not be that hard.

What Are the Financial Benefits of Investing in a Public Relations Degree?

Investing in a public relations degree can have numerous financial benefits. With a wide range of career opportunities available, public relations professionals can expect competitive salaries and strong job growth prospects. According to the Bureau of Labor Statistics, the median annual salary for public relations specialists is around $62,000. However, with experience and advanced degrees, public relations professionals can earn upwards of $100,000 or more. Additionally, many public relations degree holders can transition into other high-paying fields, such as marketing, business management, and communications. For those interested in exploring other high-paying degree options, researching the best associate degrees can provide valuable insights into potential career paths and salary ranges.

The Edge of Public Relations

U.S. News & World Report ranks public relations specialists as the third Best Creative and Media Jobs. It ranks jobs based on their ability to provide an elusive blend of elements.

The pay and demand are both excellent in PR. Compared to other communication fields, PR will always have job openings and be in need of new and fresh talents, especially at the internet age when PR professionals can stand out in the online publicity practice.

Many organizations are striving to establish their online presence and reach as many audiences as they can. Most of your PR skills can also be used in other related fields, which makes it easy for you to transfer from one specialization to another and achieve your career goals.

The possibilities in PR are indeed endless, and you can explore each of them over time (Career Igniter, n.d.).

Key Insights

• Dynamic and Evolving Field: Public relations has transformed into a dynamic sector offering opportunities to engage in meaningful conversations, create innovative campaigns, and address complex issues.
• High Demand for PR Professionals: The U.S. Bureau of Labor Statistics projects a 7% increase in demand for PR specialists from 2019 to 2029, highlighting the growing need for skilled professionals in this field.
• Diverse Career Opportunities: A PR degree opens doors to various industries, including government, business, education, and healthcare, allowing professionals to work in multiple sectors.
• Essential Skills: Key skills for PR professionals include public speaking, writing, social media proficiency, software skills, media production knowledge, and strong people skills. These are crucial for effectively managing communication and relationships with external stakeholders.
• Career Advancement: Advancing in public relations often requires additional training, certifications, or advanced degrees. PR managers and directors typically have extensive experience and advanced qualifications.
• Alternative Career Paths: PR skills are transferable to other fields such as sales, acting, and law, providing professionals with diverse career options beyond traditional PR roles.
• Impact of Digital Transformation: The digital age has reshaped PR, emphasizing the importance of online presence and digital communication strategies for organizations to reach and engage with audiences effectively.

FAQ

1. What is public relations? Public relations involves managing communication between an organization and its external stakeholders. PR professionals work to create and maintain a positive image for their clients through various media channels, crisis management, and strategic communication efforts.
2. What are the key skills required for a career in public relations? Essential skills for PR professionals include public speaking, writing, social media proficiency, software skills, media production knowledge, and strong people skills. These skills are vital for effectively conveying messages and managing relationships with the media and the public.
3. What is the job outlook for public relations professionals? The U.S. Bureau of Labor Statistics projects a 7% increase in demand for PR specialists from 2019 to 2029. This growth indicates a steady demand for skilled PR professionals across various industries.
4. What career opportunities are available with an associate's degree in public relations? With an associate's degree in public relations, you can pursue roles such as administrative assistant or paralegal. These positions involve clerical tasks, organizing documents, and supporting legal professionals or other administrative functions.
5. What roles can I pursue with a bachelor's degree in public relations? A bachelor's degree in public relations qualifies you for roles such as PR specialist and market research analyst. These positions involve creating press releases, communicating with the media, analyzing market trends, and supporting marketing strategies.
6. Can I get a public relations job with just a certificate? While certifications can enhance your chances of employment, most PR jobs require formal education and training. Certifications demonstrate your competency and professionalism, making you a more attractive candidate to potential employers.
7. How can I advance my career in public relations? Advancing in public relations typically requires additional training, certifications, or advanced degrees. Pursuing a master's or doctoral degree, along with obtaining relevant certifications, can help you qualify for leadership roles such as PR manager or PR director.
8. What alternative career options are available for PR professionals? PR professionals can transition into other fields such as sales, acting, and law. Their communication skills, creativity, and ability to manage public perception make them suitable for diverse roles beyond traditional PR positions.
9. Which certification is best for public relations? Leading professional organizations offer certification programs such as the Communication Management Professional (CMP®) and the Strategic Communication Management Professional (SCMP®). These certifications provide formal credentials and demonstrate your expertise and commitment to the PR profession.
10. What is the median salary for public relations professionals at different career stages? The median salary for PR professionals varies based on experience. Entry-level PR specialists earn around $45,000, while those with over ten years of experience can earn up to $66,000. PR managers and directors can earn even higher, with experienced PR directors making around $109,000.

References:

• Accredited Schools Online Staff Writers. (2021, April 16). Public Relations Degree Programs. Accredited Schools Online.
• Best Colleges Staff Writer. (2020, September 8). Public Relations Careers. Best Colleges.
• Bragg, N. (2016, February 16). Alternative Jobs for a PR Professional. Tehama Group.
• Career Igniter. (n.d.). Why Should I Go Into Public Relations? Career Igniter.
• College Choice Staff Writers. (2021, May 28). Best Public Relations Degrees. College Choice.
• Doyle, Alison. (2019, August 20). Important Skills for Public Relations Jobs. The Balance Careers.
• Keith, H. (n.d.). Can a Public Relations Certificate Help Me Get a Job? Houston Chronicle.
• Meganck, S., Smith, J., & Guidry, J.P. (2020, September 16). The skills required for entry-level public relations: An analysis of skills required in 1,000 PR job ads. NCBI.
• The Graduate School of Political Management-The George Washington University. (2020, February 4). 5 Reasons to Pursue a PR Career. The Graduate School of Political Management-The George Washington University.
• Williams, Kate. (2019, October 29). What Does a Public Relations Specialist Do? 9 Facts About the Job. Job Affirmations.