How to Be Public Relations Generalist - Job Description, Skills, and Interview Questions

Nov 13, 2021 / 6 Minutes Read / By Albert

How to Become

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Cause: The rise of digital media and the prevalence of the internet has created a need for organizations to have an online presence. Effect: As a result, Public Relations Generalists are increasingly in demand to help organizations develop their online presence through effective communication and branding. They create content, design campaigns, engage with customers, monitor analytics, and manage relationships that aid in achieving organizational goals. Additionally, PR Generalists often work closely with other departments such as marketing and sales to ensure successful execution of campaigns and initiatives.

Steps How to Become

Obtain a Bachelor's Degree. Obtaining a bachelor's degree in public relations, communications, journalism, or a related field is the first step to becoming a public relations generalist. During their studies, students will gain an understanding of effective communication strategies, marketing principles, and media relations.
Complete an Internship. Completing an internship in public relations or a related field is an important step in becoming a public relations generalist. Internships provide valuable hands-on experience and the chance to gain an understanding of how the field works.
Gain Professional Experience. In order to become a public relations generalist, candidates must have several years of professional experience in public relations or a related field. Experience in media relations, event management, and crisis management is especially desirable.
Obtain Additional Training. Professional development courses and certification programs are available to help public relations professionals stay up-to-date on industry trends and best practices. Taking courses in social media marketing, strategic planning, and crisis communication can help candidates stand out from the competition.
Pursue Additional Certifications. Many employers prefer to hire public relations generalists with certifications from organizations like the Public Relations Society of America (PRSA) or the International Association of Business Communicators (IABC). These certifications demonstrate a commitment to the profession and knowledge of best practices.

The development of skill and competency in public relations requires an individual to have a comprehensive knowledge of the fundamentals of communication and media. This includes understanding the principles of media relations, developing effective communication strategies, and honing the ability to craft effective messaging. individuals must possess strong writing skills, be able to quickly and accurately process information, and have the capacity to build relationships with key stakeholders.

All of these factors combine to create the foundation for an effective Public Relations Generalist who is capable of accurately representing an organization's image and message. With this in place, a Public Relations Generalist can then focus on developing creative campaigns that are designed to reach an organization's target audience and maximize its impact.

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Job Description

Develop and execute public relations strategies to raise awareness of the organization and its services.
Write press releases, media kits, and other promotional materials.
Manage media relations and build relationships with key media contacts.
Pitch stories and coordinate media interviews.
Monitor, analyze, and report on media coverage.
Plan, organize, and manage events, press conferences, and media tours.
Monitor industry trends, identify opportunities, and generate story ideas.
Respond to media inquiries and follow up on requests for information.
Establish and maintain relationships with stakeholders and opinion leaders.
Develop and execute social media strategies to engage target audiences.
Oversee website content to ensure it is up to date and accurate.
Create multimedia content such as videos, photos, and infographics.
Prepare speaking points for executive interviews and public appearances.
Track and manage budgets related to public relations activities.
Utilize metric tools to measure the effectiveness of PR campaigns.

Skills and Competencies to Have

Strategic Communication Planning
Media Relations
Crisis Management
Copywriting and Editing
Social Media Management
Public Speaking
Event Planning
Community Outreach
Media Monitoring
Branding and Messaging
Digital Strategy
Public Opinion Research
Strategic Relationship Building
Key Performance Indicators (KPIs)
Analytical Thinking
Budget Management

Good public relations generalists must possess a range of skills, from writing and communication to interpersonal interactions and problem-solving. One of the most important skills for a public relations generalist is the ability to think strategically. This involves being able to identify opportunities and challenges, develop plans of action, and effectively communicate the message to the intended audience.

It also means being able to analyze situations and make decisions quickly and efficiently. Strategic thinking is essential for a successful public relations campaign, as it allows the generalist to make informed decisions about how to best reach the target audience and create a positive impact. Another important skill is being able to build relationships with the media, as this will help to ensure that messages are delivered to the right people at the right time.

Furthermore, strong interpersonal skills are needed to effectively negotiate relationships with stakeholders and manage any conflicts that may arise. A public relations generalist must also possess excellent writing and editing skills in order to create effective press releases, blog posts, and other materials. With all these skills combined, a public relations generalist can create meaningful connections with their target audience and help build awareness for their organization.

Maintenance Generalist, Customer Service Generalist, and Real Estate Management Generalist are related jobs you may like.

Frequent Interview Questions

What experience do you have in public relations?
How do you stay up-to-date on current trends in the public relations field?
What strategies have you used to build relationships and work with media outlets?
How have you handled a crisis situation involving public relations?
What techniques or tools do you use to measure the success of a public relations campaign?
Describe a successful public relations campaign that you have led.
How do you handle working with clients who have conflicting goals or objectives?
What is your experience in developing and managing budgets for public relations projects?
What strategies have you used to increase visibility and awareness of a brand or organization?
How do you handle difficult conversations and situations with members of the press?

Common Tools in Industry

Microsoft Word. Word processing software used to create, edit, and format documents. (eg: Writing press releases).
Adobe Photoshop. Image editing and manipulation software used to create and edit images. (eg: Creating visually appealing social media content).
Google Analytics. A web analytics tool used to measure and report website traffic. (eg: Analyzing website traffic to gauge success of PR campaigns).
Social Media Platforms. Online platforms used to create and share content and engage with audiences. (eg: Posting press releases to Facebook and Twitter).
Email Marketing Software. Software used to create and send mass emails to lists of contacts. (eg: Sending out newsletters to media contacts).
Video Editing Software. Software used to create and edit video content. (eg: Creating promotional videos for PR campaigns).
Public Relations Software. Software used for managing contacts, scheduling events, tracking media coverage, and assessing effectiveness of campaigns. (eg: Tracking the success of a PR campaign over time).

Professional Organizations to Know

Public Relations Society of America (PRSA): A professional organization for public relations practitioners and communicators, providing professional development and accreditation services.
International Association of Business Communicators (IABC): An international professional association for business communicators and public relations professionals.
National Association of Broadcasters (NAB): An organization that advocates for the interests of broadcasters in the US.
Publicity Club of New York: A professional organization that offers networking opportunities, educational seminars and awards recognition to communications professionals.
Institute for Public Relations: A research-based organization that focuses on advancing the practice of public relations.
International Public Relations Association (IPRA): An international professional organization that provides a platform for exchange of knowledge and experience among public relations professionals.
Global Alliance for Public Relations and Communication Management (GA): An international organization that encourages collaboration between public relations and communication professionals.
International Association of Media and Communications Professionals (IAMCP): An international organization that provides training and networking opportunities for professionals in media and communications.
International Association for Business Communicators (IABC): An international professional association for business communicators and public relations professionals.
Public Relations Global Network (PRGN): An international network of public relations firms that provides members with access to a global network of resources and contacts.

We also have Logistics Generalist, Sales Generalist, and Operations Generalist jobs reports.

Common Important Terms

Media Relations. The practice of building relationships with members of the press in order to secure media coverage of an organization or individual.
Public Affairs. The practice of managing and influencing the publics perception of an organization or individual.
Crisis Communication. The practice of dealing with a sudden, unpredictable event or situation that could potentially damage an organization or individual's reputation.
Content Marketing. The practice of creating and distributing content to attract an audience and promote an organization or individual's brand.
Community Management. The practice of managing online communities and social media accounts in order to build relationships with customers and followers.
Event Planning. The practice of organizing events such as conferences, trade shows, and product launches in order to raise awareness and promote an organization or individual's brand.
Social Media. The use of online platforms, such as Facebook, Twitter, Instagram, and YouTube, to communicate with an audience.
Digital Marketing. The practice of using digital channels, such as websites, emails, and apps, to reach potential customers and promote an organization or individual's brand.

Frequently Asked Questions

What qualifications are needed to become a Public Relations Generalist?

Generally, a bachelors degree in public relations, journalism, communications, or a related field is required to become a Public Relations Generalist.

What responsibilities does a Public Relations Generalist typically have?

Public Relations Generalists are responsible for developing and implementing effective public relations strategies, managing media relations, creating content for press releases and other promotional materials, and maintaining positive relationships with clients and the public.

How much does a Public Relations Generalist typically earn?

The median annual salary for a Public Relations Generalist is approximately $55,000.

What skills are necessary for success as a Public Relations Generalist?

To be successful as a Public Relations Generalist, one must have excellent written and verbal communication skills, strong interpersonal skills, and the ability to manage multiple projects simultaneously.

What is the job outlook for Public Relations Generalists?

The job outlook for Public Relations Generalists is expected to grow by 8% over the next decade.

Web Resources

Online Public Relations Degree | PR Degrees & Courses www.franklin.edu
Public Relations | Eastern Illinois University www.eiu.edu
What Is Public Relations? | The Meaning of PR | Maryville Online online.maryville.edu