• Public Relations Certificate and Certification Program Information
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Public Relations Certificate and Certification Program Information

Public relations training programs equip students with skills to manage the relationship between persons or organizations and the public, often targeting specific audiences. Although there are no certifications governing this career field, those interested in working as public relations can begin by earning a certificate.

Certificate in Public Relations

Public relations certificate programs are typically designed for those who have a bachelor's degree in public relations or a related field. Other candidates may include those who are concurrently pursuing a bachelor's degree or working in the field. In rarer cases, entry may be available to those just exploring entry to public relations (PR) as a field of study. Usually 20-40 credit-hours long, these programs prepare enrollees to successfully carry out fundamental public relations practices, including planning and executing campaigns that will effectively communicate with a chosen audience.

PR students also learn to prepare news releases, press kits, satellite media tours, media conferences and pitch letters. Crisis management is an important skill learned in certificate programs, and is often taught through simulations. Local businesses may partner with public relations certificate programs to help students gain real-world experience by acting as clients or facilitating internships. Both oral and written communication skills are also essential to success in PR, and central to any curriculum.

Educational Prerequisites

Most certificate programs in public relations require a bachelor's degree or enrollment in a related bachelor's degree program for a student to be considered for admission. As such, the admissions requirements reflect the requirements of bachelor's degree programs, which include transcripts, letters of recommendation, standardized test scores and personal statements. Those already in public relations careers may also be required to submit employer recommendation.

Program Coursework

Programs usually consist of 3-10 courses covering areas such as publication design, media writing and public speaking. Topics that may appear in the curriculum include:

  • Fundraising
  • Persuasive writing
  • Publication design
  • Publicity methods
  • Audience and market analysis
  • Feature writing
  • Crisis management

Salary Information and Employment Outlook

The U.S. Bureau of Labor Statistics (BLS) predicts the employment for public relations specialists will grow 24% between 2008 and 2018, which is significantly faster than average for most career fields. Such growth is mostly due to an increasingly competitive, increasingly global business environment. For the same reason, public relations specialists with international business experience or fluency in a second language will be in even higher demand. The BLS also reported that the median annual public relations specialist salary was $51,280 as of May, 2008. The lowest-paid public relations specialists earned less than $30,140 per year, while the highest-paid made upwards of $97,910 (www.bls.gov).

Continuing Education

Master's degrees in public relations offer advanced training in management practices and often qualify students for leadership positions. Programs commonly focus on original research and may allow students to specialize in one specific area of public relations, such as publicity or crisis management. Although there are no certification options for this career field, public relations professionals may get ahead in their field by voluntarily joining organizations such as the Public Relations Society of America (PRSA) which is broken down by local chapters, offers tips for professional development and promotes ongoing seminars and conferences related to the field.

Public Relations Careers

Public relations (PR) managers earn about $70,000 annually by providing PR services for technology companies, medical and scientific organizations, institutes of higher education, financial services firms and other clients. A 4-year degree in advertising and public relations with coursework in promotional writing, marketing, public speaking, mass communications, visual graphics and public relations campaigns is a good foundation for this career.

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