A
Public Relations Consultant or
Publicist can easily build a business
out of their home. They can work with face-to-face
clients or work with Online Businesses.
10
Steps to a Fab Job as a Public Relations Consultant
If you've
always been fascinated with the 'real story' behind
how corporations, government agencies, institutions
and media inform and persuade the public, a career
in public relations can put you behind the scenes,
making the decisions that influence the masses.
This exciting, high-paying job lets you use your
creativity and communication skills on a variety
of interesting and important projects.
Public relations consultants focus on building relationships
with all the 'publics' of an organization. They
are effective communicators who are adept at problem
solving, able to see multiple points-of-view, and
are calm even in the most hectic situations.
A career in public
relations can be glamorous, as you often work with
interesting and influential people such as celebrities
or politicians. As an added benefit, according to
the Council of Public Relations Firms freelance
public relations can earn up to $85,000 or more
per year. Finally, there is a huge sense of personal
satisfaction in planning a public relations project,
implementing that plan, and seeing the results.
If you think you
have what it takes to influence, inform and persuade,
follow these ten steps based on the FabJob Guide
to Become a Public Relations Consultant to a rewarding
career in this new and dynamic field.
1. Learn
about the job: One of the reasons this
career is so interesting is that it includes many
different activities and roles under the umbrella
term "public relations," including publicity,
promotion, advertising, lobbying, fund-raising,
and media relations. Many PR consultants specialize
in one of these areas, so use the Internet and other
resources to explore these areas of expertise to
find out where your strengths and interests lie.
2. Develop
your skills: Most PR consultants have a
broad range of knowledge and skills, many of which
can be self-taught. Writing is the most basic function
of a public relations professional — you need
to be clear and persuasive in your written communication.
Desirable employees are computer-savvy, polished
individuals who are comfortable speaking with groups
of two or 200. You also will want to demonstrate
that you are empathetic, appreciate diversity and
work well under stress.
3. Education
and alternatives: A college degree is highly
desirable in the field of public relations. A degree
in public relations, journalism, marketing and communications
is especially attractive to employers. Even if you
have a degree in an entirely different area, volunteering
for PR projects or taking a few weekend or night
courses will give you a competitive edge. Without
a college degree, some individuals have become successful
by opening their own agencies or freelancing.
4. Get some
experience: Experience, a good mentor,
and lots of practice can turn a highly motivated
individual into an effective consultant. The best
plan of attack is to start building your experience
base while you're still in school, and get an internship
before or shortly after graduation. Volunteering
to do public relations for civic groups or the like
also offers valuable experience. You may want to
try your hand at freelance writing, or see if your
current employer has any PR projects you can take
on. If you can swing it, working with trained PR
professionals is a great way to learn and make contacts
in the industry.
5. Your portfolio:
In addition to a cover letter, resume, and references,
you will need to have a portfolio available for
review. It will include your published press releases,
articles you have written, communication plans you
developed, brochures you designed, information about
special events you coordinated, and any awards you
have received for your work. A nice looking multi-ring
binder should keep all these contained for employers
to glance through.
6. Job hunting:
Your potential employers include corporations, non-profits,
government, education, and PR agencies. You should
check newspaper classifieds, trade publications,
and online job boards, and attend job fairs and
trade shows. You can even "cold call"
potential employers — send a cover letter
and resume, then follow up with a phone call in
a few days to set up a meeting.
7. Ace the
interview: You'll want to dress in business
attire for this one, and prepare yourself by researching
the company thoroughly. Try to come across as self-confident
and focus on how your skills meet their needs. Use
the research you've done to ask intelligent, timely
questions about the company. Really showcase your
social know-how by following up with a letter thanking
the interviewers for their time, and reminding them
that you are eager to start.
8. Launching
your own agency: When you have the skills
and experience to meet clients' needs fully, self-employment
is a logical next step. Develop a business plan
to help you plan and execute the start-up, including
consideration of financial and legal matters, market
research, and the impression you want to convey
to your clients. There are many print and online
resources that contain invaluable advice on these
and other topics for would-be entrepreneurs.
9. Finding
clients: You'll want to start by identifying
who in your area uses public relations consultants,
and why. Look at corporations, non-profit groups,
the public sector, trade associations, politics,
and even individuals who are in the public eye.
Networking remains the best way to meet and retain
clients for your business — have plenty of
business cards available and be prepared to briefly
but accurately describe what you do.
10. Self-promotion:
You will also need to actively promote yourself
in order to keep your business inundated with new
clients. A media kit containing a personalized cover
letter, biography, samples of your work and references
is an effective promotional tool that can be sent
out to prospective clients. By publishing articles,
putting up a personal web page, and taking on speaking
engagements, you will further establish yourself
as the public relations consultant people choose
when they want the job done right.
Lynne Bliss,
MA, is the author of the FabJob
Guide to Become a Public Relations Consultant.
The complete guide offers detailed information about
how you can get started in this exciting new career
and get hired. Visit www.FabJob.com
for information.
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