Keen competition likely will continue for entry-level public relations jobs, as the number of qualified applicants is expected to exceed the number of job openings. Many people are attracted to this profession because of the high profile nature of the work. Opportunities should be best for college graduates who combine a degree in journalism, public relations, advertising, or another communications-related field with a public relations internship or other related work experience. Applicants without the appropriate educational background or work experience will face the toughest obstacles.
Employment of public relations specialists is expected to grow faster than average for all occupations through 2014. The need for good public relations in an increasingly competitive business environment should spur demand for public relations specialists in organizations of all types and sizes. The value of a company is measured not just by its balance sheet, but also by the strength of its relationships with those on whom it depends for its success. With the increasing demand for corporate accountability, more emphasis will be placed on improving the image of the client, as well as on building public confidence.
Employment in public relations firms should grow as firms hire contractors to provide public relations services rather than support full-time staff. In addition to those arising from employment growth, job opportunities should result from the need to replace public relations specialists who leave the occupation.