Lindsay Olson

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Niches in Public Relations

If you’re looking for your next role in public relations, look beyond traditional PR/Media Relations roles.  You may not have considered some of the specialty areas of PR open to you and those could be right up your alley. Here are a few areas to consider:

Investor Relations
Public companies have investor relations departments. Usually, these departments are a subset of corporate communications or report into the CFO. Earnings releases, earnings forecasts, annual and quarterly reports and press announcements all fall under the IR department. You will likely be involved in setting up roadshows, where company executives talk to analysts about the health of their company and its stock, conference calls, where executives discuss quarterly earnings, and press announcements.

While you may not need an MBA to work in investor relations, a solid understanding of stocks and finance will help you tremendously. Communication skills and the ability to work hard under pressure, in a regulated environment and with tight deadlines are a must.

Look for jobs in this field if…you enjoy talking finances, mergers and acquisitions, and options.

Corporate Communications
Every company needs someone to write both internal and external communications, including letters, emails, memos, newsletters and promotional material. These days, a Communications Specialist may even handle social media communications. The goal in this niche is to keep all company communications consistent and professional.

You tend to see most openings with larger organizations and companies that need more centralized communications and messaging. In this role, you may be responsible for not only drafting the messaging mentioned above, but also writing press releases and arranging speaking engagements and press conferences.

Most hiring managers look for candidates with 4-year degrees in a communications field, like PR, communications, marketing, or journalism, as well as heavy writing experience. Being creative, fast on your feet and a good decision maker will help you score the job as well.

Look for jobs in this field if…you love writing and working for a large organization.

Community Relations
Creating community awareness of your employer would be your role in the Community Relations niche of PR. Corporations, non-profits, and governmental agencies employ Community Relations Specialists. Building strong relationships with individuals, other business and organizations, the Chamber of Commerce, local media, and government officials is key for this role to generate community awareness.

You may be required to organize community events and develop community outreach programs, in addition to creating buzz about them. You may organize volunteer programs and other community activities that increase employee involvement in the local community and assist with the planning and decision-making for the organization’s charitable contributions in the community.

A degree in PR or Communications is helpful when applying for jobs in Community Relations, public speaking and a solid grasp of social media.

Look for jobs in this field if…you love interacting with people and planning events.


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