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There
are many ways to start and advance
through a career in public
relations, from opening your own
firm, to simply having it plop on
your job description one day. But
the most straightforward
preparation is through a fairly
formulaic scheme: 
- a
related college degree
(journalism, public relations,
advertising, communications)
- demonstrated
skills and aptitudes (writing,
public speaking, outgoing
personality)
- specialized
expertise (technical,
financial, business,
international)
- some
pre-entry level experience
(reporting, internships,
volunteer work)
- successful
networking (professional
associations, personal
connections, legwork)
Once
the first PR job is landed, the
advancement-oriented novice will
have to demonstrate consistent
excellence in elementary areas:
- stay
on top of the current news
related to your industry
- develop
good working relations with
the target news media
- prepare
sharp promotional materials
and internal communications
- represent
the organization well to key
constituencies and the public
- demonstrate
self confidence and enthusiasm
for motivating people
Some
public relations professional
organizations, such as the Public
Relations Society of America
and the International
Association of Business
Communicators, offer
professional development support
and accreditation for demonstrated
levels of professional
performance. This is a nice
addition to your resume or a
useful talking point at an
upcoming performance evaluation.
A
typical career path in public
relations may progress from job
titles such as entry-level account
assistant, upwards through
promotions to account executive,
account supervisor, vice
president, and senior vice
president. Many seasoned PR pros
eventually open their own firm.
Next page > How
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