It is ironic that in an industry that has as one of its main aim the protection of reputation, people with public relations jobs are often not regarded very highly by the rest of society. They are called spin doctors for the way they are uniquely able to turn the truth into what they want it to be. As a result, while they might be considered good at what they do and well regarded within the industry, within society at large, they are looked down upon.
Whether or not that conclusion has widespread truth, people who work in this industry are nevertheless extremely important to the modern economy. Indeed, public relations has grown into one of the largest, multi-billion dollar industries, and is an integral part of modern business operations. In 2001, the industry as a whole generated global revenues of $4.3 billion, $2.9 billion of which was in the U.S. alone.
The terrorist attacks of September 11th had a negative effect on the industry. After the year 2000, global revenues dropped 2.7 percent. However, overall, the industry has still been growing at a rapid rate. According to the Council of PR Firms between 1990 and 2000, the industry’s overall revenues increased by a whopping 250 percent.
Public relations jobs are a highly coveted thing. As both advertising budgets and revenues decline, public relations has continued to grow. Many suggest that this is largely due to the often cheaper nature of a public relations campaign versus the high costs of advertising. Whatever the reason, the industry is growing – and fast. That leaves lots of opportunities for those looking to get their foot in the door.
But, beware, that the competition is scarce. Gaining entry into the industry can be difficult for those with little experience by way of internships or volunteering. Once you’re in, you might spend more time than you’d like working as an assistant or junior executive. While the opportunity is good for a first-hand learning experience, it might take some time before you can progress and be given increased direct involvement with clients.
There is no standard route along which you progress in this industry, but a talented and hard working individual could attain a senior management position within five or six years. How fast you move up on the corporate ladder will also depend on how large that corporation is. While having a unique specialization might help get you added responsibilities in a smaller, more targeted agency, a larger consultancy would offer more positions in general.
Public relations jobs are no easy task. To succeed in this highly competitive field, you need to have a high level of energy and determination. You also need to be flexible, adaptable, and willing to put in the time and effort to eventually get your dream job – it will not come right away. Above all, you need to be a creative person. Public relations is all about creativity; the more you have of it, and the more you’re willing to take risks with it, the more quickly you’ll realize success.
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