PR Defintions


Career Aspirations in PR

The public relations field offers diverse opportunities for career paths. Public relations can meet the career goals of varying individual’s preferences and interests. Several specific areas for public relations include events and promotion, global, corporate, entertainment, sports, tourism, government, politics, non-profit, health, education, and media. With such variety of fields involving public relations it creates an opportunity to specialize or diversify in a career path. When many organizations have a division of labor or tasks those in public relations see more of an integration of duties.

Having integration of duties can be an advantage for collaboration on decision-making but make be overwhelming for an individual to have many projects for clients. From The Princeton Review website is states, “A public relations specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation. The client can be a company, an individual or a government.” In this career there are certain expectations and skills to complete this job even in specific areas. “The successful PR person must be a good communicator-in print, in person and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their client. They must keep lines of communication open between the many groups affected by a company’s product and policies: consumers, shareholders, employees, and the managing body,” (The Princeton Review, 2014). A career in public relations involves contact with many people and it is important to know how to overcome barrier in communication.

Bringing the right attitude is just as important when working in public relations to have open channels of communication. According to College Grad website, “People who choose public relations as a career need an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be competitive, yet flexible, and able to function as part of a team,” (College Grad, 2014). Having a public relations career can be a time consuming commitment and can affect personal lifestyle. In the article, “Toward a Theory of Public Relations Practitioners’ Own Conflict: Work Versus Life,” examines using a quantitative study based upon a sample of Public Relations Society of America members the theory of public relations work-life conflict. The article states, “Results of the study found that a more family-supportive organizational work environment, overall, would minimize practitioners’ reported work–life conflict. Significant gender differences existed in strain-based conflict perceived by practitioners. Finally,female practitioners whose career was interrupted earned significantly more than those whose career was not,” (Jiang, H., & Shen, H., 2013).




College Grad (2014). Public Relation Specialists. Retrieved from

Jiang, H., & Shen, H. (2013). Toward a theory of public relations practitioners’ own conflict: work versus life. Journal Of Public Relations Research, 25(3), 259-279. doi:10.1080/1062726X.2013.788446

The Princeton Review (2014). Career: Public Relations. Retrieved from