So many people have wondered how they can become a director of public relations (PR). With public relations agencies evolving and the landscape of PR changing at a rapid pace, it can be hard to pin down what steps are necessary to get into the field. Here’s a short overview of the most important steps you can take in order to become a PR director.
Education
All directors of public relations begin their career path with a bachelor’s degree in public relations from an accredited university. In fact, it is quite difficult to get a job in public relations without the degree. This is because PR programs around the country have a strong focus on subjects like media history and research, persuasive writing, oral communication, multicultural communication and dynamics, marketing principles, and more. These programs also offer team projects, written papers, and capstone projects that enable students to analyze a current issue and design and execute a public relations campaign to solve that issue. These programs can also lead to extra opportunities at the graduate level, where public relations professionals learn how their role plays a part in politics, business, and education.
Internships
Work experience while in school is mandatory for public relations majors and professionals; because this is a communication field, having real-world experience prior to graduation is critical for understanding how the field currently operates. Many accredited public relations programs will require an internship as part of the curriculum; others may strongly encourage an internship as a way to give students experience prior to graduation. An internship can also help a student build networking opportunities and may even lead to a job offer in the future. Even if it’s just an option, students should strongly consider an internship.
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Earn Certification
Certification or accreditation is a voluntary step; however, for those who are interested in becoming influential players in the world of public relations, it is a great step forward. An Accreditation in Public Relations, known as APR, is available from the University Accreditation Board, which hosts nine public relations associations and can help solidify a professional’s standing within the field. It’s also possible to earn certification from the International Association of Business Communicators, an association focused on business professionals. Both certification and accreditation by these bodies will not guarantee a job offer, but will help with networking efforts and for advancement within the field.
Start at Entry-Level
Public relations is a field that believes in merit; this means that professionals in this field are promoted from within the ranks of their company. Public relations directors generally begin as specialists, working as part of a team before being promoted to manager and then director. Since public relations relies on demonstrable skills, it is imperative that all professionals in this field start at the entry level in order to gain the experience necessary to be effective in this position. It is very unusual for a professional to come out of an undergraduate program with an internship and immediately be given a leadership role, so it’s best to assume that entry-level positions are the best option.
Public relations is still a murky field to those who do not actually work within it. However, the work that PR directors and firms do is imminently important in how most of society views current events, the news, brands, and even celebrities. Now that you know how to become a director of public relations, start researching schools and work opportunities that can give you a leg up when you begin working in this career field.