How to Become a PR Specialist

About PR Specialist

A PR (Public Relations) specialist is in charge of fostering a positive impression of their employer in the eyes of prospective customers and investors. Simply put, public relations specialists design, organise, and carry out a variety of strategies to help their clients develop and maintain a particular perception among their diverse internal and external audiences. The best media as well as creative jobs are those in public relations. According to PRSA, the Public Relations Society of India, the PR industry is predicted to grow by a staggering 11% by 2030, outpacing the average growth rate of all other industries. One can pursue a diploma, undergraduate, graduate, or postgraduate degree in public relations or mass communication to become a public relations specialist. Some of the best mass communication colleges, including IIMC Delhi, YMCA, NIMCJ, Symbiosis, etc., are located in India. The typical course fee is between INR 35,000 and INR 2,50,000. A public relations professional can work as a PR Manager, PR Specialist, PR Officer, PR, and Corporate Communications Manager, among many other positions, after completing such a course. The typical pay for a professional in this field is between INR 3 and INR 5 LPA.

PR (Public Relations) Specialist is someone responsible for communicating with the public on behalf of a company, individual, government, organization, and a politician. They usually communicate theirs or their employer’s or client’s message to the public by the means of media. They write material for press releases, direct public relations programs and also raise funds. In a government set up, PR specialists are called press secretaries and their task is to inform the public about the activities of agencies and government officials. They interact and have cordial relations with media as the media prints or broadcasts their press releases. Apart from the media, releases are also done through social media and the web. PR specialists also sponsor corporate events at times to maintain the image of their client. They also recommend/give suggestions on how to improve the company’s image. In some companies. PR specialists are also responsible for supervising staff. They also team up with the marketing and advertising department to ensure that advertising campaigns are being handled as per the requirements of the company or the client. In addition to it, they handle internal communications as well. They draft speeches and also conduct interviews.

PR specialists are involved in the following

• Writing press releases and other information for the media
• Responding to the client’s requests for information from the media
• Helping clients communicate with the public
• Drafting speeches and arranging interviews
• Carrying out fundraising activities for an organization 

Roles and Responsibilities of PR Specialist

Public relations specialists fall under the category of public and media relations professionals, who are in charge of organising, developing, and carrying out various public relations strategies. It is done to uphold and improve the client's standing with audiences. The following are some of the specific roles and responsibilities of a public relations specialist:

• Creating various PR strategies and carrying them out
• Through online and offline channels, strengthen the company's position
• Acts as the primary or first point of contact for all media inquiries
• Creating press releases, advertisements, PR copy, and speeches all require writing
• Conducting and researching polls and public opinion
• Recommending practical solutions for resolving any internal or external conflict within an organisation
• In times of need, offer solutions to avoid crisis management
• Holding meetings, making presentations, and holding media briefings

Eligibility to become PR Specialist

To become a PR specialist, one has to appear for an entrance test conducted by the various institutes for diploma as well as PG diploma courses in PR. Duration of these courses is one year and there are also a few short-term courses that one can enroll in. One can choose to work directly after pursuing these courses or enroll for an MA and then work.

How to Become a PR Specialist?

There are many ways to enhance a Public Relations Specialist's job profile. The following are some of the steps to be taken:

• Making decisions: The first requirement for a public relations specialist is to take the appropriate actions in accordance with the requirements of the organisation. It is important to consider how organisations have operated in the past and the effects of different choices. A combination role is first planned, after which different roles are assigned, it is then put into action. Another crucial factor to consider when making a wise choice as a public relations specialist is whether to use various communication tools to increase profit margins
• Subject Options: No such courses are offered at schools specifically for becoming a public relations specialist. The Commerce field, however, includes more information about business as well as its various facets. It can aid in learning the fundamentals of how a business organisation is set up and functions. Having a strong reputation as a public relations specialist can be very beneficial
• Getting Ready for the Entrance Exam: There is no specific entrance exam for becoming a Public Relations Specialist. To become good public relations specialists, aspirants should work on improving their communication skills, critical thinking, logical thinking, and decision-making abilities. They must get ready for the exam required for admission to undergrad or graduate programmes. They need to stay up to date on both the syllabus as well as current events
• Correct College Selection: Candidates must choose their colleges based on personal preferences. On the basis of a few criteria, they must compare the top universities offering the course to become a public relations specialist. Before choosing the desired college, they must consider the cost, location, infrastructure, placement, faculty, and facilities, among other factors

Steps to Become a PR Specialist

Step 1: Complete 10+2

After graduating from high school, students should understand how to work as public relations specialists in India. Following high school, you can follow the steps listed here to become a public relations specialist. Students must successfully complete their 10+2 requirements in any stream with an overall mark average of 50% from an approved board.

Step 2: Entrance Examination

Many colleges and universities hold entrance exams to determine admission. The entrance exam requires students to study and take part. A number of other universities base admissions decisions on a student's 10+2 passing rate. Below, we've listed the important entrance tests.

Step 3: Pursuing Bachelors

After successfully completing their 10+2 requirements from an accredited board, bachelor students are required to register in bachelor's degree programmes. The main bachelor's degree programmes for launching a career as a public relations specialist are listed below.

Important bachelor's degree programmes

 Step 4: Pursuing Post-bachelor

Students have many options for choosing their career path after successfully completing a bachelor's degree programme. You now have two main options for starting a prosperous career.

Option 1: You can begin working in the industry at an entry-level position after successfully completing a bachelor's degree programme. You can further your education and choose a master's degree programme in the related specialisation once you have a few years of work experience.

Option 2: You can choose a master's degree programme without taking a break in the academic year after successfully completing the bachelor's degree programme. You are qualified to begin employment in the industry at an entry level following successful completion of the programme.

Important master’s degree programmes

Fees to Become a PR Specialist

The average annual fee of pursuing a course in public relations is in a range of INR 30, 000 - INR.8, 00,000.

Types of Job Roles PR Specialist

There are various job profiles in the PR sector. Some of them are

Digital Media Specialist-Digital media specialists are involved in creating and managing digital-related projects for the organization. They maintain and handle web-related media and also update existing resources.

Advertising, Promotions and Marketing Managers-Advertising and marketing managers plan programs and work with sales agents and art directors. They work with the department heads or staff to discuss budgets, marketing plans, and advertising media.

Publicist-Publicists are in charge of coming up with publicity campaigns and finding the best ways for clients to promote their brands to the consumers and the media. A lot of publicists also work with celebrities to promote their brands.

Copywriter-Copywriters write publicity and marketing materials on behalf of their clients. The material can be in the form of press releases and blog posts. 

Employment Opportunities for PR Specialists

• Business and political organisations
• Educational services
• Advertising, PR and other related services
• Government organisations

Top Recruiting Companies for PR Specialists

Some of the top recruiting companies for PR specialists are as follows

• Edelman India
• Adfactors
• Genesis Burson Marsteller
• Perfect Relations
• Avian Media
• MSL
• Perfect Relations
• ARM Worldwide
• Text100 India
• Value 360
• The PRactice
• APCO Worldwide India

Skills Required to become PR Specialist 

The first thing one should be aware of when learning how to become a public relations specialist are the skills required. We've listed a few of the crucial abilities for public relations professionals below.

• Communication abilities: A public relations specialist needs to be proficient in both written and verbal communication. He or she is in charge of crafting press releases and other publicity materials for his or her clients. A public relations professional will pitch a story in accordance with which one will garner the most interest from journalists. One of the most crucial capabilities of a public relations professional is this
• Organizing abilities: A public relations professional must complete several tasks in a short period of time. Under pressure, he or she works. A public affairs specialist organises press conferences, events, and interviews in addition to planning and carrying out promotional activities. To prevent mismanagement, he or she must be organised
• Interpersonal management: Communication with a variety of people on a daily basis is a requirement for a public relations specialist. A network of media contacts must be established by a public affairs specialist in order to work effectively and efficiently. A public relations professional must answer questions from journalists on behalf of his or her clients. One of the most crucial capabilities of a public relations professional is this
• Perseverance: A public relations professional must deal with a large number of people and the information they provide. He or she must maintain composure under pressure. A public relations professional is constantly under pressure. He or she shouldn't be mesmerised by famous clients

Pay Scale/Salary of PR Specialist

The average pay for a PR specialist when he/she starts out is approximately Rs. 4,13,547 and the salary for a mid-career PR specialist is approximately INR 7,45,812.

Benefits of Becoming a PR Specialist

Aside from a good salary, working as a Public Relations Specialist provides a unique experience and instills various skills in a person. The following are some of the advantages of working as a Public Relations Specialist:

Pay: Working as a specialist in public relations offers a competitive compensation package. A new hire's starting salary can range from INR 4-5 LPA on average. One can easily earn an income of INR 8–9 LPA after gaining expertise in this field. The compensation package also depends on a person's experience, abilities, and affiliation with the organisation. With the right skill sets and a master's degree in mass communication, one can find many excellent opportunities within the field of public relations. In terms of the Public Relations Job sector, corporate positions do typically pay higher salaries than other industrial sectors.

Job security: It is provided by public relations specialists because the industry is expected to experience rapid job growth over the next ten years. The occupation with the highest career progression in the upcoming years will, on average, be that of a public relations specialist. If a person is successfully placed within a reputable firm or company, this ensures job security. If one is employed by a reputable firm or organisation and possesses the necessary skill sets for the PR Specialist position, public relations offers can turn out to be an excellent career opportunity.

Positive Career Impact: Public Relations Specialists could really assist in acquiring a variety of skills, which can have a significant positive career impact. PR specialists can benefit from job flexibility in terms of exposure and experience. One can experience rapid career growth as a result of globalisation and keeping up with changing trends. Overall, public relations is an exciting career option that involves managing and writing about public opinion, managing and scheduling daily scheduled conversations with clients, and analysing various target events. The ability to work in a variety of capacities at a wide range of businesses and industries provides PR specialists with more opportunities to gain experience and advance their careers.

Unique Experience: Working for different organisations and businesses offers a unique experience in and of itself. As a PR specialist, you are responsible for managing marketing as well as overseeing the various departments of a business. To improve the image of their company, one must devise new strategies. It is essential to constantly come up with new ideas, and if one is passionate about the work, boredom will never set in. Every time will prove to be a brand-new learning experience.

Career Path for PR Specialist 

Public relations specialist: A public relations specialist works to improve or preserve a company's reputation in the public eye. He or she is in charge of enhancing a company's reputation. Events sponsored by clients are organised by public affairs specialists. A public relations officer is in charge of generating publicity for their clients. He or she creates promotional materials in collaboration with the advertising team.

Writer: A writer is a specialist who produces written content. He or she makes sure that editors and readers will regard his or her content as credible. For using appropriate sources and citations in his or her articles, a writer engages in thorough research. He or she chooses the media to convey the information or message to the audience.

Books & Study Material to Become PR Specialist

Some of the popular books for PR specialists are as follows

• The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, New Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott
• The PR Masterclass: How to Develop a Public Relations Strategy that Works! By Alex Singleton
• Above the Noise: Creating Trust, Value & Reputation Online Using Basic Digital PR by Carrie Morgan
• Everybody Writes: Your Go to Guide to Creating Ridiculously Good Content, by Ann Handley
• How Come No One Knows About Us: The Ultimate Public Relations Guide by Robert Deigh
• Anything by David Meerman Scott

Pros of becoming a PR Specialist

• A PR specialist has the ability to improve a business’s image or reputation especially in the event of a controversy or something. This is something very important and a PR specialist has that kind of power.
• It is a career that pays very well.
• It is all about building good relations with media and working with them for a client. All the hard work that they put into it can translate to sales and the results of that for the client and the PR specialist both is a great thing.
• One gets to write, be creative and work with people from different backgrounds, clients, journalists, consumers etc. The task of a PR specialist is to act as a storyteller to make people understand something new or give some pertinent information.
• There are a lot of fun events/parties/seminars that a PR specialist gets to be a part of. They get to meet new people and the job also includes travel.
• PR specialists get to work with entrepreneurs, doctors, and other such people and have the ability to make a difference in someone’s life. People who are doing good work can be featured on TV, radio and other media, and the PR specialists are the ones who play an active role in this. 

Cons of becoming a PR Specialist

• PR specialists are always working in some capacity or the other even on their day offs. They can’t really shut off.
• A lot of companies don’t fully understand PR and the challenges one has to face.
• A PR specialist attends too many events and that means a lot of late nights, long hours and a lot of work load. This also means that one ought to have thick skin as clients tend to rely on the PR specialists for direction.
• It is a very competitive field full of ambitious people and you should have the ability to stand out.