iStockphotos

Beth King experienced a career crisis while working in public relations for a former employer. She had to help with damage control after a significant staff layoff. King initially valued the field of public relations for its versatility and team-oriented approach, but all appeal vanished in light of such an unfortunate scenario.
“These were people I worked with and developed friendships with. These are people who come into the office on Monday, are called into a meeting with the CEO and told, ‘Hey, sorry, you don’t have a job,’” said King, who is now communications manager for the Society of Professional Journalists. “After that experience, I really had to question whether PR was right for me.”
After serious consideration and consultation with career mentors, King decided to stay in the field and roll with the punches. She also decided to change companies.
It is important for public relations professionals to analyze and fully understand the values, messages and history of their employers. “If you understand those types of things and are able to recommend strategy, down the way you’re going to be very effective,” King said. “You need to be able to understand how to tell the organization’s story, and that’s where understanding the ins and outs of the organization can be helpful.”
In this profession, the only constant is change – not only in daily schedule, but in daily work requirements. Versatility is needed, whether it’s writing web copy, a press release, designing a marketing brochure, doing television interviews or holding a press conference. Public relations is likely the communications career field that offers the most diverse daily opportunities.
“In this kind of an environment, it’s easy to feel very burned out and beaten up. You can’t let that bother you. Wake up every morning, start fresh and begin anew,” King said.
A public relations professional will be helped by securing a broad base of experience across all communication fields. Such experience is easily obtained through college classes, internships and student media. However, plenty of public relations professionals have used their experience in completely different fields, like political science, to cross over mid-career into niche public relations.
King, who is currently earning her graduate degree in communications management, said the usefulness of advanced degrees in the public relations field is often debated. Those considering graduate school should conduct an individual cost-benefits analysis and talk to people already enrolled in the graduate program. In King’s case, she even went so far as to talk to her supervisor and discuss what professional options might be available to her upon graduation.
“I’m glad I made this decision. (Graduate school) will make me more effective in the position I have,” King said, adding that she has switched jobs twice since entering the graduate program, increasing her responsibilities and income both times.
Although King now works in a non-profit, advocacy environment, she has first-hand experience with the harrowing world of corporate public relations. There, it often seemed that crisis mode was the only time a PR professional could earn their due respect, she said.
“Public relations is one of these fields that’s fairly new. PR can bring a lot to the table, but senior management doesn’t always see that,” she said. “However, when there’s a crisis and you’re doing everything you can to make sure your organization comes out on top, that’s the time when senior management sees what public relations can really bring to the table.
“Otherwise, we get stuck in this realm of sending out press releases and doing, more or less, what somebody would do in an entry-level position. It shouldn’t have to be that way.”
While there is little doubt that public relations can be a tough field, King said PR hopefuls should remain undeterred from giving it a go. Good writing and communication skills are a must in public relations, but determination and a tough skin are equally important.
“You’ve either got it or you don’t,” King said. “If you feel like you’ve got what it takes for this profession, don’t let anybody tell you you’re not strong enough.”

more articles on this topic