Career

Step 1: Earn a Bachelor's Degree
Figures from O*Net OnLine show that about 78% of public relations managers have a Bachelor's degree (www.onetonline.org). A Bachelor's degree program in public relations examines communication theory and develops your ability to craft and present persuasive messages visually, orally and in writing. Courses address such topics as marketing principles, multicultural communication, media history and media research. Some programs end with a capstone project in which you design and execute a public relations campaign.
Step 2: Participate in an Internship
An internship enables you to observe and participate in a public relations operation and make contacts with industry professionals. Corporate PR departments, TV stations and public relations agencies are some work settings that offer internships. Bachelor's degree programs may also include an internship as a required part of their curriculum. Sometimes you can gain a full time job after you graduate at the same firm where you interned.
Step 3: Find a Job in Public Relations
According to the U.S. Bureau of Labor Statistics (BLS), public relations managers are typically promoted from a lower-level position such as a public relations specialist (www.bls.gov). PR specialists held about 202,000 jobs in 2013. Advertising agencies, schools, healthcare and social service providers, government agencies and financial institutions are your potential employers. Your duties in the lower-level position include writing press releases, creating visual presentations and maintaining contacts between your client and the public.
Step 4: Obtain Certification
Certification isn't a requirement, but it can demonstrate your competence, professionalism and experience, and can improve your prospects for advancement. You can obtain the Accredited in Public Relations (APR) credential from the Universal Accreditation Board (UAB), an umbrella group for nine public relations associations. The APR certification exam tests your knowledge and skills in ten areas, including communications models, public relations history and media relations. Certification is valid for three years.
Step 5: Obtain a Job as a Public Relations Manager
Your potential employers include the same set of businesses, organizations and institutions that employ public relations specialists. The BLS reports that 53,730 people were employed as public relations and fundraising managers in 2013.