Careers in Public Relations

Published March 2012 in Next Step Magazine: http://www.nextstepu.com/plan-for-college/career-path/careers-in-public-relations.htm


Every business or organization needs a good reputation in order to succeed. That’s why companies, nonprofits, government agencies, hospitals and educational institutions all have a growing demand for public relations specialists. If you enjoy working with people and have a way with words, this could be the career for you.

Public relations specialists build positive relationships between their organization and the public. They write press releases, contact the media, coordinate events and stay up to date on public attitudes and developments in their field.

Education, skills

Careers in public relations typically require a bachelor’s degree, and it’s best to major in communications, journalism or marketing. While in college, internships are one of the most valuable ways to gain experience and network with professionals in the field. They are often the best routes to finding your first real job.

Kristina Tirloni is a media/public relations specialist for TG, a Texas nonprofit that guarantees student loans and helps students plan financially for college. At the University of North Texas (www.unt.edu), she looked for a major that would suit her interest in discovering what makes people tick. She ended up studying journalism, with a focus in public relations and marketing. After graduation, she began an internship with a small company that later hired her as an account executive.

Tirloni recommends doing more than one internship, preferably in diverse industries, in order to find the best match. “Always be willing to try something different,” she says.
Besides internships, there are many opportunities for students to gain real-world experience and start building a writing portfolio. Many local newspapers have junior writer programs in which high school students can submit articles and photographs. Or, try writing for a magazine or website with a young readership.

Another way to learn about the industry is joining the student chapter of a professional association like the Public Relations Society of America or the International Association of Business Communicators.

Typical day

Job descriptions vary with the size of the company. Within small organizations, one person often handles many or all of the marketing and public relations responsibilities, while employees in larger organizations have more specialized roles. For example, they might promote their company online through social media.

This career involves a great deal of research and writing. Public relations specialists keep informed of new developments by maintaining files of relevant articles from newspapers and magazines. They also write publicity materials and editorials for publication.
In this fast-paced industry, be prepared for long hours, tight deadlines, unpredictable schedules and constant pressure to generate new ideas. Public relations is hectic work that includes juggling several projects at once and traveling to attend events or represent the company at conferences. If a crisis comes up, you may have to work around the clock until it is resolved.

Is it for you?

Public relations specialists must have strong oral and written communication skills. They should have an outgoing personality, confidence, exceptional judgment, creativity and a natural understanding of people’s desires and motivations.

People skills and a willingness to take the initiative are also important. As the public face of your company, be prepared to really put yourself and your company out there.
Tirloni emphasizes, “You’ve got to be willing to pick up the phone and talk to somebody you’ve never met and sell your message.  You have to go out on a limb.”

One of the biggest keys to success is flexibility. Be ready to handle unpredictable situations and build relationships with people who have different viewpoints.

“If something doesn’t work out the way you planned, you’ve got to be ready for Plan B,” says Tirloni.

This field offers an opportunity to exercise your creativity, build relationships and play a key role in helping an organization succeed.

Vital stats

• National average salary: $51,000
• Education: Bachelor’s degree in journalism or communications, along with real-world experience through at least one internship.
• Pursue if: You are outgoing, possess excellent written and verbal skills and can think on your feet.

Consider HBCUs

Published February 2012 in Next Step Magazine: http://newserver.nextstepu.com/plan-for-college/college-planning/consider-hbcus.htm

 

Students who enroll in historically black colleges are likely to find a supportive atmosphere, close relationships with faculty and a longstanding tradition of African-American excellence. With notable alumni including Martin Luther King, Jr. (Morehouse College, www.morehouse.edu), Oprah Winfrey (Tennessee State University, www.tntstate.edu), Spike Lee (Morehouse College) and Thurgood Marshall (Lincoln University, www.lincoln.edu), these institutions have long played a key role in educating African-American leaders.

A supportive environment

According to the Higher Education Act of 1965, historically black colleges and universities (HBCUs) are institutions that were established before 1964 with the primary mission of educating African-Americans. These institutions originally provided educational opportunities to black students when they were systematically barred from other colleges and universities. There are 105 public and private HBCUs, including four-year colleges, community colleges, medical schools and graduate or professional schools. Most are located in Southern states.

For African-American students, attending an HBCU offers an opportunity to be part of a close-knit campus community where many others share their heritage. “They allow African-American students the opportunity to share, develop awareness, bond and connect in ways that may not have been made available at other institutions,” says Dr. Katherine Bankole-Medina, Professor of History at Coppin State University
(www.coppin.edu). At the same time, students of other races benefit from exposure to fellow students from a different ethnic background.

Pamela Champ is a five-year MBA student at Hampton University (www.hampton.edu), a historically black university in Virginia. To Pamela, a key advantage has been the presence of positive role models on campus. “It exposes African-Americans to other successful African-Americans, whether it’s the peers you see on the road to success or the professors you see daily,” she reflects. Because of the lower student-to-faculty ratios at many HBCUs, professors are not only positive examples, but also mentors. “At an HBCU the classes are generally smaller, so I’ve really gotten to know my professors one on one, and I wasn’t just a number,” says Pamela. “The intimate learning environment really helped me.”

Living history

The majority of HBCUs were founded shortly after the Civil War, and they often have a rich and storied history. Their legacies are intertwined with the history of Civil Rights and the struggle for equality. “Most colleges may teach history,” says Pamela, “but at Hampton I felt like I was a part of it, right in the middle of historical events.” Hampton students can study beneath Emancipation Oak, the site of the first Southern reading of the Emancipation Proclamation.

This year, a group of Tennessee State University students traveled to Jackson, Mississippi for a special event commemorating the 50th anniversary of the Freedom Rides. They met Civil Rights activists, including Freedom Riders who were alumni of their university.
Dr. Adrian Samuels, Vice President for Student Affairs at Tennessee State University, says that this “deep-seated, rich history” helps forge a strong sense of community. He adds that, “from a retention standpoint, students understand the historical context of the institution,” which keeps them engaged and motivates them to continue their education.

The celebration of African-American culture and heritage often extends to the curriculum. As a student in Hampton’s Honors College, Pamela took seminar courses on hip hop music, the African-American church and the pros and cons of historically black higher education institutions.

Challenges

Despite the high caliber of academics, availability of resources can present a challenge. According to Dr. Bankole-Medina, HBCUs are often underfunded and face structural challenges. They have also suffered disproportionately in the current economic downturn, facing budget cuts and faculty layoffs.

This can mean they have fewer and less well-maintained facilities than their bigger-budget counterparts. And while their tuition rates are generally lower than those of other schools, fewer scholarships may be available.

College to career

Dr. Bankole-Medina says that HBCUs “offer the kind of education that leads to the development of leadership abilities and real world skills that lead to meaningful employment opportunities.”

The transition from college to career is a priority at Tennessee State. Freshmen are required to visit the Career Development Center, which maintains a relationship with them throughout their studies. They also take a Service to Leadership orientation course, where they get hands-on experience through community service.

Diversity is a growing priority in the corporate world, and many businesses seek the best and brightest diverse candidates by recruiting at HBCUs. This can be challenging because each student is competing with other highly motivated, predominantly black students. According to Pamela, whose campus enjoys frequent career recruitment, “You have to work harder to set yourself apart, and you have to be more driven.” When she graduates this spring, she will begin the job she already has lined up at one of the Big Four accounting firms.

All are welcome

While 80 percent of students enrolled in HBCUs are African-American, these colleges welcome students of all backgrounds and ethnicities. Students of all races are drawn to their affordability compared to other institutions, and to their unique academic offerings and friendly environment.

For many students, historically black colleges and universities can offer unparalleled educational and social opportunities. Whether they are a perfect fit, however, depends on the individual. For a full list of HBCUs, visit the U.S. Department of Education’s website (www.ed.gov).

Above all, setting up a campus visit is the best way to find out whether a particular HBCU is the right choice for you.