About the Public Relations Option
Why go with the PR Option?
According to Public Relations News, “public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”
PR practitioners are the facilitators of communication between an organization and the outside world. It’s the job of the PR professional to be the voice of the company, to create good will, and to develop relationships with important publics such as consumers and journalists. At the same time, the practitioner is responsible for educating upper management to know what outsiders are thinking about a company’s reputation, brand, products and services. The PR professional must constantly watch for new trends, monitor the news media and social networks; know what the competition is doing, and be able to identify opportunities and obstacles for organizations.
Chico State public relations students are trained to:
- Conduct effective primary and secondary research
- Make ethical decisions
- Write for print, broadcast and online media
- Develop strategic communication plans and methods of evaluation
- Identify emerging technologies and their influence on communication
Career opportunities in public relations
The multiplatform storytelling skills we teach our students are needed by nearly every major organization. Public relations is practiced by all organizations, whether nonprofit or a Fortune 500 multinational.
U.S. News & World Report ranked public relations as one of the top 50 careers in America for 2011 and the U.S. Department of Labor has projected a 24 percent growth rate in the PR industry between 2008 and 2018. Money Magazine/CNN in 2011 ranked public relations as one of the top five jobs for working parents because of the field's relatively high pay, personal satisfaction, benefit to society and flexibility.
Students graduating from the PR option find employment in a wide variety of fields, including:
- Nonprofit communications
- Public affairs or governmental PR
- Consumer PR
- Media relations
- Entertainment and sports PR
- Crisis communication
- Legal PR
- Health care PR
Explore the PR Option
To learn more about the public relations option, explore the following links:
- Course requirements in PR
- Course descriptions
- Tehama Group Communications Inc.
- International Association of Business Communicators