PUBLIC RELATIONS

What can you do with a degree in Public Relations?

All companies and organizations depend on a strong public relations team to carefully navigate through their internal and external relationships. A degree in Public Relations prepares students to be strategic thinkers, strong communicators, and future innovators in the evolving world of communication. Students will enter the workforce with the ability to work in both in-person and online mediums as marketers, social media managers, public relations representatives, and more.

Tech Knowledge

Professionals with a master’s degree in Public Relations may benefit from technological knowledge and skills. Although this is an extensive list, the specific technologies you need to know can depend on your chosen career path, but some common ones include:

  • Social Media Management Platforms: Proficiency in tools like Hootsuite, Buffer, or Sprout Social is essential for managing and scheduling social media content across multiple platforms.
  • Media Monitoring and Analysis Tools: Platforms like Meltwater, Cision, or Brandwatch help PR professionals monitor media coverage, track mentions, and analyze sentiment about their clients or organizations.
  • Content Management Systems (CMS): Understanding CMS platforms like WordPress or Drupal is valuable for managing and updating online content, especially for clients with blogs or news sections.
  • Email Marketing Software: Familiarity with email marketing platforms like MailChimp, Constant Contact, or HubSpot can be crucial for creating and analyzing email campaigns.
  • Analytics Tools: Proficiency in Google Analytics and other web analytics tools is essential for measuring the impact of PR efforts and understanding website traffic.
  • Graphic Design Software: Basic skills in graphic design tools like Adobe Photoshop or Canva can be helpful for creating eye-catching visuals and graphics for PR materials.
  • Video Editing Software: Knowledge of video editing software like Adobe Premiere Pro or Final Cut Pro is valuable for creating and editing video content for PR campaigns.
  • Customer Relationship Management (CRM) Systems: PR professionals may use CRM software like Salesforce or HubSpot to manage media contacts, track interactions, and nurture relationships.
  • Press Release Distribution Services: Familiarity with services like PR Newswire, Business Wire, or PRWeb is crucial for distributing press releases to media outlets and online platforms.
  • Project Management Tools: Tools like Trello, Asana, or Monday.com can help PR teams stay organized, collaborate efficiently, and manage project timelines.
  • Data Visualization Tools: Knowledge of tools like Tableau or Google Data Studio can aid in creating compelling data visualizations to support PR campaigns and reports.
  • Social Listening Tools: Advanced social listening tools like Sysomos or Brandwatch allow PR professionals to monitor and analyze social media conversations and trends.
  • Crisis Communication Software: Familiarity with crisis communication platforms can help PR teams manage and respond to crises effectively, such as Everbridge or OnSolve.
  • Media Database Software: Access to media databases like Muck Rack or Gorkana can assist PR practitioners in identifying and connecting with relevant journalists and influencers.
  • AI and Machine Learning Tools: Understanding the use of AI and machine learning in PR, such as sentiment analysis or predictive analytics, can provide a competitive edge.
  • Cybersecurity Tools: Given the importance of data security, knowledge of cybersecurity tools and best practices is essential to protect sensitive information.
  • Content Collaboration Tools: Collaboration tools like Slack or Microsoft Teams can facilitate communication and teamwork among PR professionals, especially in remote work settings.

Competencies & Other Skills

PR professionals require a range of professional skills to excel in their roles. This includes building and nurturing relationships with the media, crafting well-written content through strong writing and editing skills, and devising strategic communication plans that align with organizational objectives. Proficiency in crisis communication, digital and social media management, content creation, event planning, media monitoring, and analysis is essential for staying competitive in the ever-evolving field of public relations. Moreover, effective storytelling, in-depth research, and a commitment to ethical standards round out the professional skill set necessary for success in this dynamic profession.

  • Communication: Strong verbal and written communication skills are essential for conveying messages clearly and building rapport with clients, colleagues, and the media.
  • Creativity: PR professionals often need to think creatively to develop unique story angles and campaigns that capture attention.
  • Adaptability: The PR landscape can change rapidly, so being adaptable and open to new strategies and technologies is crucial.
  • Problem-Solving: PR practitioners often encounter challenges and crises that require quick thinking and effective problem-solving.
  • Relationship Building: Building and maintaining relationships with clients, colleagues, and media professionals is a cornerstone of PR success.
  • Time Management: PR professionals often juggle multiple projects and deadlines, so effective time management is vital.
  • Empathy: Understanding and empathizing with clients and target audiences helps tailor messaging and responses effectively.
  • Attention to Detail: Precision is crucial in PR to avoid errors in messaging or materials.
  • Negotiation: Negotiating with media outlets, partners, or clients for the best outcomes requires strong negotiation skills.
  • Ethical Judgment: Upholding ethical standards and integrity is paramount in PR, as trust is a cornerstone of the profession.
  • Networking: Expanding professional networks and connecting with industry peers can lead to new opportunities and insights.
  • Stress Management: PR professionals often work in high-pressure environments, so the ability to manage stress and stay composed is important.

Industry-Specific Job Boards

Boston-Specific Job Boards

Professional Associations and Conferences

Joining associations and networking groups in your field and/or city allow you to further develop your connections and industry knowledge through events, articles, educational workshops and membership contacts. Many of these organizations have student and young professional discounted rates, you can also consider joining their groups on LinkedIn as an additional way to learn and connect. These are just a select few, chat with the Career Development Center or someone in your field of choice for additional suggestions.

You can apply for professional development funds through the Marketing Communication department and/or the Enhancement Fund to attend these types of conferences: PRSA Boston

Industry Blogs to Follow

Sample Job Titles Requiring a Masters Degree

  • Public Relations Specialist: This entry-level role involves creating press releases, managing media relations, and assisting with PR campaigns.
  • Communications Coordinator: Communications coordinators help develop and execute communication strategies, including content creation and social media management.
  • Media Relations Coordinator: Graduates in this role focus on building relationships with journalists and securing media coverage for their organizations or clients.
  • Social Media Specialist: Social media specialists are responsible for managing and growing a company’s social media presence, creating content, and engaging with followers.
  • Content Creator/Manager: Content creators and managers develop and manage content strategies, including blog posts, videos, and other materials to engage audiences.
  • Event Coordinator: Event coordinators plan and manage PR events, such as press conferences, product launches, or promotional events.
  • Crisis Communications Specialist: These professionals specialize in managing communication during crises and developing crisis communication plans.
  • Corporate Communications Specialist: Corporate communications specialists work on internal and external communication efforts for organizations, including employee communications and public announcements.
  • Digital Marketing Coordinator: Graduates with digital marketing skills can work in coordinating and executing digital marketing campaigns within the PR context.
  • Public Affairs Specialist: Public affairs specialists work in government, nonprofits, or corporations to manage communication with the public, government entities, and stakeholders.
  • PR Account Coordinator: In PR agencies, account coordinators assist with client accounts, helping to plan and execute PR strategies.
  • Nonprofit PR Coordinator/Manager: Nonprofits often hire PR professionals to manage communication efforts aimed at promoting their missions and programs.
  • Healthcare PR Specialist: In the healthcare industry, PR specialists focus on promoting hospitals, clinics, and healthcare services to patients and the community.
  • Government/Public Sector Communications: Working in government or the public sector, communications professionals may oversee communication efforts for public programs, services, and initiatives.
  • Internal Communications Specialist: These specialists focus on communicating within an organization, ensuring employees are informed and engaged.
  • PR Consultant: Some graduates choose to work as independent PR consultants, offering their expertise to clients on a freelance or contract basis.
  • Media Analyst: Media analysts specialize in monitoring media coverage and analyzing media trends, helping organizations shape their PR strategies.
  • Research Analyst: Research analysts gather data and conduct market research to inform PR strategies and campaigns.
  • Educational Communications Coordinator: Universities and educational institutions often hire communications professionals to promote their programs and engage with students and alumni.
  • Brand Communications Manager: Graduates with a focus on brand management may work as brand communications managers, responsible for maintaining brand consistency and messaging.