PUBLIC RELATIONS …

                                      PUBLIC RELATIONS
                                     What can I do with this degree?
                      AREAS                          EMPLOYERS                                             STRATEGIES

ACCOUNT MANAGEMENT
Issues Management                     Public relations firms                               Strengthen verbal communication skills by taking
Counseling                              (Representing various private and public              speech communication courses.
Employee or Member Relations            organizations and institutions, individuals, and   Enhance writing skills through additional coursework
Media Relations                         events.)                                              in business and marketing.
Research                              PR departments in large corporations                 Acquire an internship with a PR firm.
                                                                                           Be prepared to start at the bottom and work up to
                                                                                              higher positions.
                                                                                           Consider a master's degree in PR for higher level
                                                                                              positions, especially at the executive level.
                                                                                           Learn to work well with teams.


MEDIA
Reporting                             Newspapers                                           Develop the ability to work under the pressure of
Advertising Sales                     Online news providers                                  deadlines in a fast-paced environment.
Writing and Editing                   Television                                           Get a summer job or internship with a newspaper,
                                      Radio                                                  TV or radio station.
                                                                                           Work with college newspaper staff or radio station.
                                                                                           Develop strong computer skills and learn applications
                                                                                             related to web page design.
                                                                                           Obtain experience in the area of sales.
                                                                                           Get involved with national and campus professional
                                                                                             associations.

PUBLIC AFFAIRS
Government Relations                  Government agencies (local, state,& federal)         Secure federal internships in a field of interest.
Risk and Crisis Communication         Chambers of commerce and tourism councils            Develop strong research and writing skills.
Campaign Marketing and Fundraising      foreign embassies                                  Get experience with student government or political
World Affairs and Diplomacy           Campaign committees, coalitions, initiatives, and      campaigns.
Media Relations                         networks                                           Consider graduate prgrams in Public Policy/Affairs.
                                                                                           Develop foreign language skills.
                                                                                           Enhance language skills and cultural understanding
                                                                                             through study abroad programs.
                                                                                           Gain experience by volunteering with organizations
                                                                                             that provide assistance to various cultural groups.
(Public Relations, Page 2)


                    AREAS                                                        EMPLOYERS                                                       STRATEGIES

BUSINESS AND INDUSTRY
Advertising Sales                                           Public and private corporations                                   Take general business and computer courses.
Sales                                                       Consulting firms                                                  Consider earning a graduate degree in business.
Training and Development                                    Marketing companies                                               Gain experience in organizational development or
Human Resources                                             Internet marketers                                                  marketing.
Customer Service                                            Sport and athletic organizations                                  Become current with business and industry literature
Management                                                  Retail stores                                                       and news.
Direct Marketing                                                                                                              Obtain sales and marketing experience.
   -Direct marketers work with the customer                                                                                   Work within college sports administration and
     through mail, magazines, radio, or TV to                                                                                   marketing.
     get an immediate response by telephone,
     mail, or fax.



NON-PROFIT AND EDUCATION
Public Relations                                            Museums                                                           Get experience through volunteering for non-profit
Fundraising                                                 Charities and foundations (i.e. within the areas of                 agencies, museums, and charities.
Promotion                                                      environment, arts, multicultural initiatives,                  Obtain internships with non-profit organizations.
Event Planning                                                 religion, and health)                                          Gain experience planning events for campus
Service Marketing                                           Hospitals and healthcare providers                                  organizations.
Advertising Sales                                           Colleges and universities                                         Consider additional degrees such as MPH (Master of
Administration                                              Social service agencies                                             Public Health) to enchance employability.
Community Affairs                                           Nonprofit organizations                                           Get sales experience.
                                                            Professional associations

GENERAL INFORMATION
· Develop excellent communication skills, verbal and written.
· Demonstrate enthusiasm and energy for the field.
· Obtain part-time, summer job, internship, or volunteer experience within an area of interest. Public relations is a competative field and related experience is
    essential to break into the industry.
· Be prepared to start at the bottom and work up to positions of greater responsibilty. Expect to complete administrative tasks in entry-level jobs.
· Participate in co-curricular activities and related organizations to develop skills. Join on-campus and national professional associations related to public relations.
· Obtain additional or advanced degrees to enhance knowledge of specific area of interests. For instance, a Master's degree in Public Policy (MPP) will increase
    employability in government and non-profit agencies.
·   Take PR campaign class seriously as it is a good learning experience.

                                            Prepared by the Career Planning staff of Career Services at The University of Tennessee, Knoxville. (2005)
                                                               UTK is an EEO/AA/Title VI/Title IX/Section 504/ADA /ADEA Employer