Public relations managers are hired to ensure that a company and its products are viewed favorably in the eyes of the public. In some cases, a PR manager might be charged with publicizing a person, a team, or even a concept. The need for positive publicity is never satisfied; as the impact of positive media exposure becomes ever more important, so will the demand for good public relations managers.

What They Do:

A public relations manager has really just one simple task: To effectively deliver their client's message to a target audience. But that's where the simplicity ends. PR Managers take all kinds of approaches to their work: some thoughtfully observe general trends which might have an effect on a firm and work to make sure that the firm's publicity efforts are compatible with the wishes of the public. Others schmooze with media types to try and spin stories a certain way. Still others employ guerilla tactics, sparing no expense to ensure that the public receives just the right pitch. Whatever it takes.

PR Managers also work their magic within a company, or within an industry. They might collaborate with marketing and advertising experts to enhance a company's reputation among stockholders, consumers, and the general public. They may distribute (or withhold) information, hold press conferences, and produce company reports.

Public relations experts either work for a public relations firm (whose services are hired by other companies), or as an in-house PR expert working directly for a particular client.

Why It's Cooler Than It Sounds:

Have you ever admired the lifestyle of powerful Washington spin doctors? Well, PR managers are spin doctors for the private sector -- where cocktail parties and prestigious perks are critical tools of the trade (certainly as important as press releases). If you are a social person, consider the fact that PR managers are paid to schmooze. Seriously, though, this career is an excellent practical way to use those much-maligned liberal arts skills such as writing, speaking, and making an argument.

What they earn:

Average salary (1992): $41,000

How to begin:

There are no hard and fast educational requirements for entrance into the public relations field. Most employers will hire recent graduates with a bachelor's degree, and many of these employers prefer that this degree be in a broad liberal arts discipline. A degree in public relations or journalism might also prove helpful. Once hired, your chances of rapid advancement can be improved by participating in the management training programs conducted by many firms.