Careers in Public Relations
Every organization — from Sierra Wireless, to Vancouver Hospital, to Mothers Against Drunk Driving — requires excellent public relations. Kwantlen's PR Program trains students to shine as both communicators and innovators in multinational companies, nonprofit organizations, government agencies, major corporations, and PR agencies. PR graduates have found positions in Africa, Asia, Europe, and North America.
The Career of Public Relations
Information for Prospective Students of the Kwantlen PR Diploma Program
Q: What kind of job is “public relations?”
A: The best way of explaining that is to refer to the National Occupational Classification of Human Resources and Skills Development Canada.
The NOC is the authoritative resource on occupational information in Canada. It is used daily by thousands of people to understand the jobs found throughout Canada's labour market. The NOC provides a standardized framework for organizing the world of work in a coherent system and is implemented in a number of major services and products throughout the private and public sectors.
The NOC is updated in partnership with Statistics Canada according to 5 year Census cycles. It is based on extensive occupational research and consultation conducted across the country, reflecting the evolution of the Canadian labour market.
The NOC designation for the career of public relations is 5124 - Professional Occupations in Public Relations and Communications
Here’s what the web site says about this occupation:
This unit group includes specialists in public relations and communications who develop and implement communication and promotion strategies and information programs, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by consulting firms, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this unit group.
Q: What kind of job do these people actually do?
A: Human Resources and Skills Development Canada lists these jobs as done by NOC classification 5124
- communications officer
- communications specialist
- fundraising consultant
- information officer
- literary agent
- media co-ordinator
- media relations officer
- museum educator
- performers
- agent
- press secretary
- public affairs officer
- public relations
- consultant
- public relations officer
- publicist
- publicity agent
Main duties
Specialists in public relations and communications perform some or all of the following duties:
- Develop, implement and evaluate communications strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations
- Gather, research and prepare communications material for internal and external audiences
- Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization
- Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases
- Develop and organize workshops, meetings, ceremonies and other events for publicity, fundraising and information purposes
- Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions
- Initiate and maintain contact with the media
- Arrange interviews and news conferences
- Act as spokesperson for an organization and answer written and oral inquiries
- Co-ordinate special publicity events and promotions for internal and external audiences
- Assist in the preparation of brochures, reports, newsletters and other material
- Represent and act as an agent for talented individuals or individuals with specific occupational expertise
- Prepare or oversee preparation of sports, literary, performance or other contracts.
Employment requirements
A university degree or college diploma in public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required. Practitioner in public relations may require an APR (Accredited in Public Relations) designation (granted by the professional association, the Canadian Public Relations Society , CPRS)
Additional information
Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.
www23.hrdc-drhc.gc.ca/2001/e/groups/5124.shtml
Kwantlen PR Scores High With Grads
To determine just how satisfied Kwantlen PR grads are with their education, we sent out an email survey in November to 150 Kwantlen graduates currently working in the field. The survey returned a 30% response rate. (Anything over 10% response on a survey is considered statistically relevant.) The survey asked:- Did the program meet your needs?
- Was the curriculum appropriate and industry-focused?
- Was the curriculum rigorous enough to give you the depth of skills and knowledge you needed to succeed in your career?
The grads who responded reported a 99% approval rating of the program.
Seems we have a graduate community out there working in the PR field who are more than willing to endorse the education they received from the Kwantlen Public Relations Diploma Program.
US Labor Statistics
If you’re wondering about job prospects for public relations specialists, you might be interested in this report from the U.S Bureau of Labor Statistics. The report states that "Employment of public relations specialists is expected to grow by 18 percent from 2006 to 2016, faster than average for all occupations."
For more detailed information on the career of a public relations specialist, including Nature of the Work, Training, Other Qualifications and Advancement, Job Outlook, and Earnings, you can review the US Bureau Labor Stats (PDF) file or go to the US Bureau of Labor Statistics web site. Remember, the report is US-based, however the trends for public relations as a career are remarkably similar in both the United States and Canada.
