what is a PR comms specialist?

As a PR comms specialist, you develop and maintain a favourable public image for your employer. You handle a company's communication with its stakeholders and the general public. That means you write press releases for media and prepare social media posts. When you work in government offices, you inform the public about the government department's activities and the public's benefits.

When ou are a PR comms specialist, it is important to understand the attitudes and concerns of your customers and audience to maintain a good relationship with them. For instance, you maintain a good relationship with journalists and company partners. The relationships help you pass information to the public faster and more effectively. When you draft a press release, your contacts in the media help you circulate the information by printing it in their newspapers or posting it online.

As a PR comms specialist, you also host corporate events that foster the brand image of your company. Social events improve public recognition of the company. A major part of your job is clarifying issues about your employer. You clarify the company's position by attending interviews and writing press releases, especially if there is negative press.

Would working as a PR comms specialist suit your exceptional creative and interpersonal skills? Then read on to find out what competencies and qualifications you need to thrive in a PR comms specialist role.

PR comms specialist jobs

average salary of a PR comms specialist

According to ONS, the average compensation package of a PR comms specialist is £32,500 per year. Trainee and graduate PR comms specialists start with a salary of £26,607 annually, while experienced professionals earn £37,725 yearly.

how to increase the salary of a PR comms specialist

The compensation package of a PR comms specialist fluctuates depending on numerous factors. Your education and experience determine your salary. You can negotiate higher pay when you have better qualifications combined with experience. Conversely, minimal educational qualifications and a few years of experience limit your salary expectations.

Your employer also influences your potential earnings. Working for corporations may pay more than working for individuals. However, when you are a PR comms specialist of a high-profile individual in government or the private sector, you are likely to earn a higher salary. Working for large organisations generally pays more than small businesses. The complexity of the role in large companies warrants the compensation package. In addition, they have a bigger budget for public relations since they have a large audience.

Working in large cities always has various perks. Among them is a higher compensation package since employers adjust for the cost of living. The demand for PR comms specialists also pushes the salaries higher.

female PR comms specialist
female PR comms specialist

types of PR comms specialists

Some of the types of PR comms specialists include:

  • media relations specialists: as a PR comms specialist in charge of media relations, you focus on building relationships with broadcasters, reporters and bloggers to improve your brand's media coverage. Having a good relationship with the media helps secure free media coverage. A media relations specialist also studies news trends and finds ways to exploit them to improve the popularity of their brand.
  • community relations specialists: you specialise in building your company's reputation and relationship with the local community. When you have a healthy relationship with local people, it's easier to get local support on various projects and improve corporate social responsibility.
  • crisis communications specialists: you specialise in disasters and crises that could affect the company's reputation. For instance, you deal with issues related to faulty product recalls or negative social media content about an employee.

working as a PR comms specialist

As a PR comms specialist, you play a valuable role in the strategic communication of a business, brand or individual. You also secure beneficial relationships for your employer. Let's explore a PR comms specialist's duties, work environments and career prospects.


education and skills

A PR comms specialist requires the following educational qualifications:

  • university degree: most employers expect qualifications in English, public relations, business management and marketing and communications. The courses equip you with the necessary communications skills and prepare you for managing public relations.
  • work experience: to become a successful PR comms specialist, you require extensive experience in public relations and communications. You can work in entry-level public relations, customer service or marketing jobs to improve your skills and gain experience.

skills and competencies

A PR comms specialist requires the following qualities:

  • timing and news awareness: as a PR comms specialist, great timing is crucial to ensure you align your company statements with the trending topics. Timing and news awareness help you forecast your employer's communication needs to create a long-term public relations plan. News awareness helps you stay on trend and create PR content relevant to the market.
  • relationship building skills: media professionals are always looking for newsworthy and credible stories. With so many news sources, an engaging and important story may not make the news if you don't have a good relationship with journalists. As a PR comms specialist, it is vital to establish a good relationship with journalists and other industry professionals.
  • creative writing skills: as a PR comms specialist, you are expected to write creative stories that communicate value and engage your clients. Creative writing skills help you master the art of storytelling and use it to build a rapport with the audience.
  • complex problem-solving skills: as a PR comms specialist, you require problem-solving skills to analyse ideas and use logic to determine the best solutions to public relations nightmares. Your problem-solving ability helps you notice when something is wrong and identify the nature of the problem.
pr comms specialist
pr comms specialist


FAQs about working as a PR comms specialist

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