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Experts forecast increased need for PR professionals By
Anne Bowerbank The need for public relations will continue to increase as companies realize a need for public relations professionals in their organizations. According to the Occupational Outlook Handbook, "Employment of public relations specialists is expected to increase faster than the average for all occupations through 2008. The need for good public relations in an increasingly competitive business environment should spur demand for public relations specialists in organizations of all sizes." According to the PRSA web page, "Seventy percent of Fortune 500 companies surveyed spent in excess of $1 million on public relations in 1997, and 65 percent increased their public relations budgets during the past five years (survey by Nichol & Company, New York City)." The market is becoming more competitive, which requires companies to be top-of-the-line and innovative in their strategies to overpower the competition. Donald Russell, a manager over International Relations for the LDS church, said the public relations industry is steady and slowy growing because organizations are recognizing the need and importance for public relations. In 10-20 years the industry will be very geared toward a niche market, Russell said. Dara Grabner, public relations praticioner for CompHealth, said public relations in the health care industry is on a rise and is seen as a crucial business element by top management. The Occupation Outlook Handbook says "employment of public relations specialists is expected to increase faster than average, while keen competition is expected for entry-level jobs. The industry is growing but more people are applying, which cuts back on opportunities for college graduates." Bob Freeze, vice president of Bremer PUblic Relations, said the demand for public relations graduates was more a year ago. In order to be competitive in obtaining a public relations position as a college graduate, public relations students should prepare in every way possible to be eligible for PR jobs. Russell said college grads who have worked as interns in the profession will be viewed as more experienced than the students who have not. "Skills a new employee should develop are obviously writing and communication," Russell said. "New employees should be willing to learn by observing in order to earn the respect of their coworkers and bosses. Public relations practitioners will need to develop their own marketability through specialty and be very educated in technology in order to stay competitive." Public relations practicioners should expect salaries averaging $30,000 for a basic PR job. According to the Occupational Outlook Handbook, "Median annual earnings for salaried public relations specialists were $34,550 in 1998. The middle 50 percent earned between $26,430 and $46,330; the lowest 10 percent earned less than $21,050, and the top 10 percent earned more than $71,360. Median annual earnings in the industries employing the largest numbers of public relations specialists in 1997 were management and public relations $35,100, state government, except education and hospitals, $32,100, and colleges and universities $30,600." Utah salaries in the public relations industry usually run on the low end of the national average, which is also dependant on the industry. Grabner said that starting salary at CompHealth ranged from $24,000 to $28,000. Russell said that average salaries for public relations jobs working for the LDS church ranged from $40,000 to $80,000. Salaries at a public relations firm started at $30,000, said Freeze. As companies continue to integrate public relations functions into their business practices, the need for qualified professionals and college graduates will open more employment opportunities. Public relations practicioners should continue to prepare and qualify themselves to become better candidates for available jobs.
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