CAREER ADVICE

If you’ve ever read a newspaper or magazine article about a business or company it’s likely that you’ve seen the work of a public relations coordinator. In the business world, companies are always looking for a way to stand out from their competition. It is the job of a public relations professional to promote companies in a highly effective, yet low cost manner. This encompasses a variety of tasks. Writing copy for news releases, websites and brochures, event planning and crisis management are just a few of the many duties performed by a public relations coordinator.

Public Relations is usually tied to marketing and advertising, but it is actually a very distinct profession. Advertising professionals attempt to gain name recognition through paid commercials and advertisements, while Public Relations executives strive for recognition through free publicity, or by means of positive stories generated through the media. In most cases advertising, marketing and graphic design professionals work together with public relations executives to achieve a complete marketing plan for a company.

In public relations, writing and communication skills are a must. Whether you have a number of clients or work for an individual company, a majority of the workload requires writing clear and concise articles, letters and informational pieces. Anytime there is a newsworthy event involving a business - good or bad – public relations executives provide the information to the media through a news release. Many times a release is written to promote a community event offered by the company or to highlight a positive business move. However, in the event of a company emergency or crisis, news releases are also used to make sure the correct information is provided to the public.

Another frequently used public relations technique that requires good writing skills is editorial writing. Many times public relations coordinators will submit a Letter to the Editor of a local newspaper explaining the company’s services in order to gain name recognition. They also work with newspaper writers, and television and radio reporters to constantly keep them updated on positive things happening within the company.

Many times public relations executives are also responsible for planning community events that help generate publicity for their company. If you ever visited Santa Claus at the mall as a kid, odds are the decorations, personnel, food, drinks and free gift wrapping that were offered were all set up by the mall’s public relations coordinator. This is where creative communication and organizational skills come into play. Most community events involve dozens of individuals providing dozens of services. The public relations coordinator must first choose a creative event that will bring customers into the store, then organize the entire affair from start to finish.

 According to Jamie Ambroson Licko, at the Cedar Rapids Downtown District who handles public relations and who was formerly with Marketing and Communication Strategies, working in public relations can be rewarding in a variety of ways. "Ultimately, my job is to help Downtown companies and organizations become more successful by introducing them to the community, and to make people more aware of what Downtown has to offer. So the best part of working in public relations is seeing busy businesses, filled buildings, and people strolling down the sidewalks because of the work I have contributed.

Just like any career, Ms. Ambroson Licko says the public relations field can be stressful as well, "There have been times when I’ve had more than a dozen jobs going at the same time, so it can get a little overwhelming. I’m also constantly working under deadline, but as long as I’m organized and focused things usually run pretty smoothly."

According to the U.S. Department of Labor, the average income for public relations managers in 2001 was $60,540, with a starting salary of around $20,000. Most positions require a 4-year degree from a college or university. In Iowa, the University of Iowa, the University of Northern Iowa, and Wartburg College all have received awards for their marketing and public relations departments. The best way to get your foot in the door is to set up a job shadow or internship with a local marketing and public relations firm.

Return to Career Advice Home Page