Getting That First PR Job

These are tough economic times for everyone, but what is the specific prognosis for PR graduates? I decided to take a look at what the experts are saying.

“Culpwrit: Guiding the Career in Public Relations” quotes a report by the National Association of Colleges & Employers, an organization of career counselors and HR professionals. The report “estimates there will be 22% fewer jobs filled by ‘09 college graduates than last year. Just last August, the estimate called for a 6% increase in new jobs being created for this year’s graduates. And for those lucky enough to land jobs, NACE confirms salaries will be flat in 2009 compared to the 7% increase in last year’s average starting salaries.”

Here is the “Overview for Public Relations Specialists Jobs,” as downloaded from www.careerplanner.com [boldface and italics are mine]:

● “Although employment is projected to grow faster than average, keen competition is expected for entry-level jobs.” [My note: “Keen competition” means there are more qualified applicants than there are jobs available.]
● “Opportunities should be best for college graduates who combine a degree in public relations, journalism, or another communications-related field with a public relations internship or other related work experience.”
● “The ability to communicate effectively is essential.”

PRNewswire.com reports that with so many media professionals losing their jobs because newspapers are closing and media are consolidating, competition for PR jobs has increased.

How Much Can You Expect to Earn?
The “Salary Wizard” report suggests that the median (or average) salary for a “typical Public Relations Specialist I” in the United States is $43,665. This is an entry-level position requiring a college degrees and 0-2 years experience.

But according to www.careers-in-marketing.com, starting salaries for positions might look like this:

Job / Pay / Typical Experience
Corporate Director / $62K / More than 6 years
Agency PR Manager / $38-51K / 5 to 7 years
PR Account Executive / $24-42K / 2 to 6 years
Freelance PR Agents / $17K and up / Entry level

Once you work at a PR job for awhile, you can negotiate for a higher salary at your next job.

10 Hints for Landing that First Job
1. Clean up your resumé and cover letter. Make sure they are clear, accurate and letter-perfect. Proofread them multiple times, and find a wordsmith to proofread your work as well. One of our graduates working at a local firm forwarded an e-mail message she had received from one of our students. The message reads: “I was referred to this sight by one of my professor. I was interested in a possible internship for the summer with you department.” Not only did this student not get an interview, but she has become the laughing stock of the agency – and an embarrassment to our school. Don’t let this be you.

2. Highlight your talents and how you can help the company achieve its goals. Emphasize your special skills in writing, speaking, planning, researching, designing, using social media and so on. The more talents you have, the more valuable you would be.

3. Beef up your skills. If writing is your weakness, study grammar. Read good writing. Write often. If you don’t know how to create a well-designed Web site or how to use graphics software, learn on your own or take courses to improve your skills.

4. Start looking for jobs now. Research tells us that most people get jobs from someone they know who knows someone who knows about job openings. It’s called the law of “weak connections.” You can always start online by typing in “PR jobs.” You’ll be sent to sites such as PRSA.com, monster.com, careerbuilder.com, craigslist.org and so on. If you know the company or industry for which you’d like to work, go to those specific Web sites (e.g., hospital PR jobs). Look at government sites – all levels of government and all types of offices (e.g., agriculture, forestry, transportation, energy, health and human services, etc.). Look in the phone book under “associations” or “PR agencies.” Look at city home pages (e.g., Phoenix PR jobs). Ask your friends and classmates. Ask your professors. Check with the Office of Internship and Placement.

5. Get active in local PR organizations. Join the Public Relations Society of America (PRSA), the Florida Public Relations Association (FPRA), the International Association of Business Communicators (IABC), the Association for Communication Excellence (ACE) or any number of other professional communication groups. This will help you network with people who might have jobs or who might know people who do.

6. Get another internship. Often companies will hire students right out of college for internships. Such internships add to your resumé and might just land you a job.

7. Volunteer if you can’t find a job. Keep active in the profession, especially if you can’t land a PR job right away. Volunteer to work for a company, nonprofit, organization or agency. This will not only help you improve your skills, but it will also introduce you to potential employers.

8. Go where the jobs are. Some people would argue that you should first pick where you want to live and then find a job. That may work. But if it doesn’t, be flexible. Be willing to move wherever the jobs are – at least to start your career. Once you’ve got some experience on your resumé, it will be easier to land that next job.

9. Expand your options and take chances. Too often students narrow their options or don’t take chances on jobs that may not fit their ideal career. Think of your career as a tree. Every branch (or experience) can provide nourishment (or build your skills) that can help you reach for the stars (or achieve your ultimate goal).

10. Keep your eyes on the prize. Remember why you chose to pursue a career in public relations to begin with. Keep your skills active. If you must take another job to pay the bills, do so. But volunteer in the meantime. If you think it will help, consider going to graduate school – but not just any school. Pick one that has an excellent placement rate for its graduates and that, preferably, is in a community where you want to live.

I wish you all the best of luck. You have a lot of talent to offer the world.