Public Relations Consultant Job Description
If you possess excellent communication skills, a degree in marketing or advertising, a flair for the creative and are unabashedly gregarious, a career as a public relations consultant may be the perfect fit. Along with the glam and the variety of assignments this field offers, however, is the reality that you'll be working long hours--including weekends and evenings--and likely seeing your clients more often than your own family.
Other People Are Reading
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Concept Analyst
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Whether you work for a PR firm or have hung out a shingle as an independent agent, the majority of your time will be spent coming up with imaginative ways to promote your clients' business interests and publicize their upcoming events. Examples of the products that PR consultants create include press releases, advertisements, logos, slogans, brochures, websites, speeches and videos.
Project Manager
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A PR consultant is generally with a project from start to finish and oversees every detail to ensure that the outcome is consistent with the client's vision. To that end, a consultant must be able to not only set priorities and juggle multiple tasks but keep a sharp eye on the calendar and the budget to ensure that the promised delivery of services doesn't run into delays or unplanned expenditures. As project manager, a PR consultant also needs to excel at damage control and have a ready supply of Plan B's if Plan A crashes and burns.
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Media Liaison
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PR consultants have extensive liaison with publishing entities, such as newspapers and magazines, radio and television producers, and the public information offices of companies and organizations with whom they're doing business. In addition, PR consultants foster a wide range of vendor relationships with photographers, hotels, caterers, limousine services, florists, gift purveyors, videographers and printing establishments.
Event Coordinator
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Whether the project involves an invitation-only or general public event, the PR consultant is responsible for ensuring that invitations, press releases and press kits are sent out in a timely manner, RSVP's are documented, facilities are rented, event licenses are acquired and processed, and that everyone knows exactly where they're supposed to be so the program can go off without a hitch. Attention may also likely be spent on coordinating the seating arrangements, deciding on the menu, arranging entertainment, scheduling media interviews, contracting for security and supervising the clean-up crew when the event is over.
Salaries And Perks
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Starting salaries as account managers, copywriters, and graphic designers at PR firms are typically low and range from $25,000 to $40,000 per year depending on region and competition, according to the Bureau of Labor Statistics. Salaries move into $70,000+ for agency owners and executive officers. The income of freelance PR consultants is generally based on an hourly rate or flat fee per project whereas agency employee salaries derive from project budgets, monthly retainers and commissions. Medical benefits, retirement and bonuses are usually provided at PR firms whereas freelancers are on their own. Consultants in either venue are often attracted to this field because of the chance to network with celebrities and the media, travel, exercise their creativity, and attend events and galas for free.
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References
- "The Public Relations Writer's Handbook: The Digital Age"; Merry Aronson, Don Spetner, Carol Ames; 2007
- "Public Relations: The Profession and the Practice"; Dan Lattimore, Otis Baskin, Suzette Heiman, Elizabeth Toth; 2008
- "Getting Started in Consulting"; Alan Weiss; 2009
- Bureau of Labor Statistics: Public Relations Specialists
Resources
- Photo Credit businesswoman image by Alexander Maksimov from Fotolia.com
