What is Public Relations
Public relations involves effective management of an organization’s relationships with various publics, such as employees, community, investors, consumers/customers, the media, etc. Public relations has evolved over recent decades to include not only what organizations say, but also what organizations do. Graduates in public relations are expected to contribute to the strategic decision-making and policy-making of organizations. Public relations practitioners conduct research to better understand organizations’ target audiences. They plan ways for their organizations to respond more effectively to their publics, implement communications strategies, and evaluate the effectiveness of those strategies. The professional practice of public relations results in win-win relationships between an organization and its important publics, ultimately helping interdependent elements of a democratic society work more effectively together.
People who have successful careers in public relations tend to be self-starters with both creative and analytical abilities.
Career Opportunities in Public Relations
According to the U.S. Bureau of Labor Statistics, public relations is in the top ten growth industries in the country. Every organization, big and small, has a need to communicate with the people it serves, and public relations practitioners serve this function. Corporate public relations work includes investor, community, and employee relations, reputation management, and marketing support. Non-profit work includes fund raising and providing educational information. Other types of public relations jobs are found in the entertainment, sports, and travel fields as well as in the government and military. Many students begin their careers in public relations agencies where they are exposed to a variety of clients. The public relations process, which involves research, planning, communication, and evaluation, can be applied to the management of communication in any type of organization. Understanding the process allows students to find jobs in a variety of industries.
Salary Trends in Public Relations
Tennessee public relations graduates command starting salaries competitive with starting salaries nationwide. Like other communication professionals, public relations graduates tend to begin their careers in the low salary ranges and then move up quickly when they demonstrate their ability to perform.
High School Preparation
Creativity, initiative, good judgment and the ability to express thoughts clearly— both verbally and in writing—are essential for students who are contemplating majoring in public relations. Problem-solving, decision-making and analytical skills are also important. Inquisitiveness about a broad range of topics, including current events and trends, is another fundamental characteristic.
While in high school, you should consider working for your school newspaper, radio station, yearbook committee, or any other opportunity that will enable you to sharpen your communication skills. Enrolling in courses such as public speaking, desktop publishing, accounting, finance, English, and creative writing is also valuable to those considering an undergraduate degree in public relations.
How to Major in Public Relations
Students may choose public relations as their major when applying to UT. Current students should contact the School of Advertising and Public Relations for current admission procedures.
Requirements for Public Relations
Requirements for the major fall into several broad categories that include basic skills, general education requirements, and major requirements.
In the basic skills category, students follow a prescribed list of courses that involve writing, foreign language, and math. In the general education category, students complete courses in the social sciences, humanities, natural sciences, and western or world civilization that provide the breadth of knowledge required of the communication professional. In the major category, students begin with a prescribed set of courses that involve publ