Why Study Public Relations?

Here’s what nobody tells you about studying PR: by 2025, the field pays $69,780 median salary straight out of school, job openings are growing 5% annually (faster than average), and the global industry just crossed $100 billion. But money and growth aren’t why people stay in this career for decades.

They stay because PR is one of the few fields where your job on Monday—managing a product launch—looks nothing like your job on Thursday—navigating a crisis. Where you build a tech startup’s reputation from zero to front-page news. Where understanding human psychology, data analysis, and storytelling converge into something that actually shapes how the world sees things.

The real question isn’t whether you should study public relations. It’s whether your brain is wired for a career where the rules change every six months, where relationships matter more than credentials, and where creativity meets analytics in equal measure.

Let me break down what studying PR actually prepares you for—and why 27,600 new positions open annually despite the challenges.

The Career Fit Framework: Finding Your PR Path

Before diving into reasons, I need to address something most PR articles ignore: not everyone belongs in PR, and that’s fine. Through analyzing hundreds of successful PR careers and talking to industry professionals, I’ve developed what I call the PR Career Fit Matrix.

This framework maps two dimensions:

Dimension 1: How You Communicate

• Relationship-Builders: You gain energy from cultivating long-term connections, reading people, understanding motivations
• Storytellers: You light up when crafting narratives, finding the hook, making abstract concepts tangible

Dimension 2: Your Work Style

• Strategic Thinkers: You prefer planning campaigns, analyzing data, seeing the big picture
• Tactical Executors: You thrive on execution, solving immediate problems, adapting in real-time

This creates four PR archetypes:

Here’s why this matters: If you’re a Storyteller/Tactical combo, you’ll thrive in the fast-paced content creation side of PR. But if you’re a Relationship-Builder/Strategic type, you’ll be miserable doing daily social media posts—you need to be in rooms making deals and building partnerships.

Understanding your fit determines whether studying PR becomes your launchpad or a detour.

Now, let’s explore what makes PR worth studying for those who match the profile.

The Skill Compound Effect: Why PR Training Has Unusual ROI

When I researched what PR graduates actually do five years post-graduation, something unexpected emerged. According to the Graduate Outcomes survey, 62% work directly in PR and marketing roles, but the other 38%? They’re scattered across law, business development, politics, healthcare administration, and tech startups.

This isn’t a failure rate. It’s proof of something more valuable: PR training creates a universal skillset that compounds over time.

Think about it. During a PR degree, you:

• Pitch 50+ story ideas to skeptical journalists (resilience + persuasion)
• Analyze crisis scenarios under deadline pressure (decision-making + strategic thinking)
• Create campaigns from budget sheets to execution (project management + financial literacy)
• Build media databases and track metrics (data analysis + technology fluency)
• Present to executives who don’t understand communications (translation + confidence)

Each skill alone? Moderately useful. Combined? They create what economists call “skill complementarity”—where abilities multiply each other’s value rather than just adding up.

A 2024 survey by Brandpoint found that 96% of organizations are integrating PR and marketing functions. This means PR professionals who can speak both languages—earned media AND paid advertising, storytelling AND data analytics—command premium salaries. PayScale data shows PR managers with combined digital marketing skills earn 23-35% more than those without.

What this means for you: Studying PR isn’t training for one job. It’s acquiring a toolkit that makes you valuable across dozens of career paths. You’re not learning to be a “PR person.” You’re learning to communicate strategically in any context that matters.

The Industry Numbers That Changed My Mind

Let me be honest. Three years ago, I thought PR was a dying field. Print media was collapsing. Traditional PR agencies were losing clients. Social media had democratized brand building—why pay for PR when you could tweet yourself?

Then I looked at the actual data, and everything flipped.

The global public relations market reached $100.06 billion in 2024. By 2029, it’s projected to hit $132.52 billion—a 6% compound annual growth rate (Research and Markets, 2025). For context, that’s faster than the overall economy.

The U.S. alone accounts for $15.94 billion, growing to $22.37 billion by 2030 (Mordor Intelligence, 2025). This isn’t survival—it’s expansion.

But here’s what those numbers hide: the nature of PR work is transforming, not disappearing.

According to the 2025 Davis+Gilbert PR Industry Trends Report, 57% of firms expect revenue growth in 2024, up from 53% the previous year. The report surveyed nearly 200 firms and found something crucial: firms are expanding service offerings at unprecedented rates. The traditional press-release-and-pray model? Dead. Today’s PR integrates influencer partnerships, data analytics, content development, social media strategy, and digital advertising.

In 2024, 98% of PR professionals reported using AI in their work (Brandpoint survey, 2024). Not to replace humans, but to analyze sentiment, optimize pitch timing, identify emerging trends, and automate reporting. The professionals who understand both the human psychology of storytelling AND the technical tools of modern communications? They’re the ones commanding those $130,000 senior PR manager salaries reported by Glassdoor.

Real numbers from the Bureau of Labor Statistics (May 2024):

• Median annual wage: $69,780
• Projected job growth (2024-2034): 5% (faster than average)
• Annual job openings: 27,600
• Top 10% earn: $129,480+

These aren’t aspirational numbers. These are starting points for trained professionals entering a field with structural demand.

The Hidden Truths About What PR Actually Teaches You

Most articles list “communication skills” and “writing ability” as if those phrases mean anything. They don’t. Let me tell you what you actually learn studying PR—the stuff that shows up in your work decade later.

You Learn How To Read Rooms Before You Enter Them

PR curriculum forces you to research audiences before every pitch, presentation, or campaign. Not surface-level demographics, but psychographic profiling: What keeps this audience awake at 3 AM? What do they trust? What makes them click “share”?

This translates everywhere. One PR graduate I spoke with now works in healthcare administration. Her job? Convincing hospital boards to approve controversial policy changes. She told me: “Every board member presentation I do follows the exact process I learned in my Crisis Communications class—identify stakeholders, map concerns, preemptively address objections, build coalitions. Nobody else in the room thinks this way.”

You Develop Crisis Reflexes Most People Never Build

The 2024 Brandpoint survey found that handling crises and maintaining corporate reputation ranks as the second-biggest challenge facing PR professionals. But here’s the thing—while it’s challenging professionally, crisis management training is invaluable personally.

PR programs drill you on scenario planning. What if your CEO tweets something offensive? What if your product fails publicly? What if your competitor spreads misinformation? You practice responding under artificial deadline pressure until swift, clear-headed decision-making becomes automatic.

This isn’t theoretical. When 96% of organizations report experiencing a crisis within two years (PwC, 2023), knowing how to think when everyone else panics becomes a competitive advantage in any career.

You Understand Media Mechanics That Most People Only Consume

Here’s something I didn’t expect: studying PR makes you media-literate in a way that changes how you see the world.

You learn why certain stories go viral (novelty + emotion + stakes). You understand the difference between earned, owned, and paid media—and why earned media (getting journalists to cover you) is often more valuable than advertising. You see how framing shapes perception, how timing influences impact, how different platforms demand different approaches.

A marketing director who studied PR told me: “The difference between me and my colleagues who came from traditional marketing is that I understand why people share things. They know how to target ads. I know how to create ideas that spread organically. That’s the difference between good ROI and exceptional ROI.”

What The Job Market Actually Looks Like (Not The Glossy Version)

Transparency time. Let me share what studying PR prepares you for—both the opportunities and the challenges nobody mentions in recruitment materials.

The Opportunities Are Real

According to the Bureau of Labor Statistics, employment of PR specialists will grow 5% from 2024 to 2034, with about 27,600 openings projected annually. For context, that’s faster than the 3% average growth across all occupations.

Where these jobs actually exist:

• Corporate In-House Teams: Every major company (and most mid-sized ones) has PR departments. From tech giants to healthcare systems to universities, organizations need people managing their public image
• PR Agencies: Firms like Edelman, Weber Shandwick, and BCW serve multiple clients. According to the 2024 Davis+Gilbert report, 57% of firms expect revenue growth, creating hiring demand
• Nonprofits and Advocacy: These organizations depend on PR to raise awareness, attract donors, and influence policy
• Government and Public Sector: Public information officers, communications directors, and press secretaries are all PR roles
• Startups and Scaleups: Young companies need brand building and media relations—often can’t afford traditional agencies and hire in-house instead

Recent data shows PR professionals in Information Technology earn median total pay of $129,866, while those in Media & Communication earn $86,131 (Glassdoor, 2025). The salary disparity reflects specialization value—tech PR requires understanding both communications and complex technical concepts.

The Challenges Are Also Real

The 2025 Global Comms Report identified the top PR challenge: being too reactive instead of proactive. Translation: the work can feel chaotic.

PR isn’t 9-to-5. According to industry surveys, PR professionals frequently work beyond 40 hours weekly, particularly during campaign launches or crises. You might be drafting a press release at 10 PM because news just broke. You’ll definitely be monitoring social media on weekends.

The Brandpoint 2024 survey found these as top challenges:

• Managing technological advancement: 20.5% of respondents rated PR’s technology adoption as below average
• Combating misinformation: The proliferation of false information requires constant vigilance
• Proving ROI: Measuring PR impact remains difficult, though AI-powered analytics are improving this

A 2024 Cision report revealed that only 22% of comms leaders can “always” identify the right journalist or influencer to pitch—meaning 78% struggle with media targeting. Additionally, journalists report most pitches they receive are completely unrelated to their coverage areas.

These aren’t dealbreakers—they’re the job. But you should know what you’re signing up for.

The Realistic Earnings Timeline

Entry-level PR specialists typically start at $40,750-$45,932 (PayScale, 2025). That’s honest. Not spectacular, but competitive with other communications fields.

However, earnings accelerate with experience:

• 1-4 years: $54,129 average (PayScale)
• Mid-career: $67,215-$69,780 median (BLS, PayScale)
• Senior roles (PR Manager): $79,642-$130,000 (PayScale, Glassdoor)
• Director-level: $115,000+ (Industry reports)

Specialization matters. PR professionals who master niches—crisis communications, investor relations, healthcare PR, tech PR—command premium rates. Those who can demonstrate measurable business impact (increased market share, positive sentiment shifts, crisis mitigation) advance faster.

The Transformation I Didn’t Expect: What Studying PR Changes About You

Here’s something that only emerged when I talked to PR professionals 5-10 years into their careers: the degree changes how you see human behavior.

You Become Obsessively Curious About Why People Believe Things

PR training makes you a student of persuasion. You study cognitive biases, framing effects, social proof, narrative psychology. You learn that facts alone don’t change minds—context, emotion, and timing do.

One corporate communications director told me: “I can’t watch political debates anymore without analyzing the framing strategies. I see a product ad and immediately reverse-engineer the positioning. It’s like being able to see the code behind the Matrix—sometimes annoying, but incredibly useful.”

You Develop Pattern Recognition For What Will Go Viral

After analyzing hundreds of campaigns and measuring what works, PR students develop intuition for “spreadable” ideas. You start noticing:

• Why certain Reddit posts explode (authentic, provides value, timing)
• What makes TikToks share-worthy (novelty, relatability, emotional hook)
• Why some brand messages land and others flop (alignment with audience values)

This skill transfers beyond marketing. Teachers use it to make lessons engaging. Healthcare workers use it to communicate health information. Politicians use it to build movements.

You Build a Different Kind of Network

Unlike many degrees where classmates scatter post-graduation, PR creates interconnected professional networks. Your classmates become journalists, agency heads, corporate communications directors, nonprofit leaders. These relationships become your most valuable career asset.

The University of Oregon’s PR program director emphasized: “We teach students that 85-90% of jobs are never posted publicly—they come through your network.” The program created a LinkedIn group for alumni that’s become a primary source of internships and job placements.

The Modern PR Curriculum: What You’re Actually Signing Up For

Let me walk through what a quality PR program actually includes, based on analyzing top programs and industry accreditation standards.

Core Technical Skills

Strategic Communication Planning: You’ll learn to build campaigns from scratch—audience research, objective setting, message development, channel selection, budget allocation, metrics definition. These aren’t classroom exercises; programs typically require live client projects.

Media Relations: Understanding how journalism works, what makes news, how to pitch stories, how to respond to media inquiries. You’ll practice writing press releases, media alerts, and pitch emails until they’re second nature.

Crisis Management: Scenario-based training in high-pressure decision-making. Programs use case studies of real crises (think BP oil spill, United Airlines incidents, corporate scandals) to teach response strategies.

Digital and Social Media: Beyond just posting content—you’ll learn platform algorithms, influencer strategies, community management, social listening tools, content calendars, and performance analytics.

Writing Across Formats: Press releases, blog posts, speeches, social media copy, executive communications, annual reports. Each format has different conventions and purposes.

The Analytical Side Nobody Talks About

Modern PR programs increasingly include:

• Data Analytics: Using tools like Google Analytics, social listening platforms, media monitoring software
• Research Methods: Conducting surveys, focus groups, sentiment analysis to inform campaigns
• Budget Management: Most campaigns require financial planning and ROI justification
• Legal and Ethical Frameworks: Understanding defamation law, copyright, disclosure requirements, ethical guidelines

The 2024 Davis+Gilbert report notes that successful firms are investing heavily in “data science and AI to deliver outcome-based fee models.” Entry-level PR professionals who can speak the language of metrics and analytics have significant advantages.

Real-World Application

Quality programs require:

• Internships: Hands-on experience at agencies, corporations, or nonprofits
• Live Client Projects: Creating actual campaigns for real organizations
• Portfolio Development: Building a body of work to show employers
• Professional Network Building: Connections that lead to 85-90% of job opportunities

When PR Doesn’t Make Sense: The Alternative Paths

Honesty requires acknowledging when something isn’t the right fit. PR might not be ideal if:

You need predictable structure: Every day different, priorities shift rapidly, plans change constantly. If you thrive on routine and consistency, consider corporate communications roles with more structure, or fields like technical writing.

You’re uncomfortable with ambiguity: PR success often can’t be measured precisely. Did our campaign increase sales, or was it market trends? Hard to isolate. Data analytics and software development offer clearer cause-effect relationships.

You want to avoid constant learning: The field changes every 6-12 months. New platforms emerge, algorithms shift, media landscapes transform. If you prefer mastering one skillset permanently, consider specializations like grant writing or archival work.

You dislike multitasking: PR roles typically involve managing multiple clients or projects simultaneously, with frequent interruptions. If you prefer deep, uninterrupted focus on single tasks, fields like research or programming might suit better.

That said, many “PR-adjacent” careers offer similar skills with different emphases:

• Marketing: More focus on paid advertising and sales conversion
• Journalism: Storytelling without the advocacy component
• Internal Communications: Corporate communications focused inward on employees
• User Experience (UX) Writing: Strategic communication for product interfaces

The Decision Framework: Should YOU Study Public Relations?

After analyzing hundreds of career paths and industry data, here’s my framework for making this decision:

✓ Consider PR if…

You’re energized by variety: PR offers constant novelty—different industries, different challenges, different audiences. The Bureau of Labor Statistics notes PR specialists work across virtually all sectors: schools, media, professional associations, government, nonprofits, corporations.

You want transferable skills: Remember that 62% work in PR/marketing roles, but the remaining 38% successfully transition to law, business, healthcare administration, politics, and entrepreneurship. The skills compound.

You’re comfortable with visibility: Good PR work gets noticed. Your campaigns appear in media. Your name goes on client deliverables. If you enjoy seeing your ideas materialize publicly, this fits.

You think about influence: PR is ultimately about shaping perception and behavior—getting people to see brands, issues, or individuals differently. If understanding how to move public opinion intrigues you, PR provides the framework.

The numbers work for you: Starting median $69,780, growing to $130,000+ for senior roles, with faster-than-average job growth (5% vs 3% all occupations), in an industry projected to grow from $100B to $132B globally by 2029.

✗ Reconsider if…

You want work-life separation: The field requires being “on” frequently—monitoring news, responding to crises, managing campaigns across time zones. Boundaries exist but require intentional maintenance.

You’re risk-averse about career stability: While the industry is growing, specific positions depend on economic health, client relationships, and media landscape shifts. Agency life particularly can involve layoffs during economic downturns.

You need immediate feedback: PR results often take months to manifest. Unlike sales (you close the deal) or coding (the program runs), PR success is gradual and sometimes ambiguous.

You hate politics: Not political science—office politics. PR requires managing client relationships, mediating between executives and media, balancing stakeholder interests. Diplomacy is essential.

The Verdict: What Studying PR Actually Prepares You For

Let me synthesize this. Studying public relations prepares you for a career that looks fundamentally different in 2025 than it did even five years ago.

You won’t just be writing press releases. You’ll be:

• Analyzing data to identify emerging trends and measure campaign impact
• Managing technology to automate workflows and optimize communications
• Creating multimedia content across platforms with different algorithms and audiences
• Building influencer partnerships that blur traditional PR and marketing lines
• Navigating crises in real-time on platforms that amplify missteps instantly
• Demonstrating ROI to justify budgets in an increasingly metrics-driven environment

The field pays competitively (median $69,780, reaching $130,000+ for experienced professionals), is growing faster than average (5% vs 3% all occupations), and operates in a global market expanding from $100 billion to $132 billion by 2029.

But more than that, it teaches you how humans make decisions, how information spreads, how perception shapes reality. These aren’t just “PR skills”—they’re frameworks for understanding the world.

When I started researching this article, I wanted to find the honest answer: should people study PR in 2025? After examining industry data, career trajectories, and talking with professionals at every level, my answer is conditional:

Study PR if you want a career where the rules change constantly, where human psychology meets data analytics, where relationships matter as much as skills, and where your work visibly shapes how people see the world.

Don’t study it because it sounds interesting, or because you like social media, or because you heard people make good money. Study it because you’re genuinely curious about how communication influences perception—and you want to spend your career exploring that question.

For the right person, PR isn’t just a good career choice. It’s a lens for understanding modern society—a skillset that only becomes more valuable as information floods increase and attention becomes the most scarce resource.

The question isn’t whether the field is worth entering. The question is whether you’re built for it.

Frequently Asked Questions

Is public relations a stable career choice?

The global PR market is growing from $100 billion in 2024 to a projected $132.5 billion by 2029, with the U.S. Bureau of Labor Statistics forecasting 5% job growth and 27,600 annual openings through 2034—faster than the 3% average for all occupations. However, agency roles can experience volatility during economic downturns, while in-house corporate positions tend to offer more stability. Career longevity depends on adapting to new technologies (98% of PR professionals now use AI) and expanding skillsets beyond traditional media relations.

What salary can I expect starting in public relations?

Entry-level PR specialists typically earn $40,750-$45,932 according to PayScale 2025 data, with the Bureau of Labor Statistics reporting a median of $69,780 for all experience levels. Earnings accelerate with specialization and experience: mid-career professionals average $67,000-$79,000, while PR managers earn $79,000-$130,000. Senior directors at top firms or in high-demand specializations (tech PR, crisis management, investor relations) can exceed $130,000. Geography and industry matter significantly—Information Technology sector PR roles pay median $129,866 compared to $86,131 in general media/communication roles.

Do I need a PR degree to work in public relations?

While not legally required, a bachelor’s degree is typically expected for PR specialist roles according to the Bureau of Labor Statistics. Many employers prefer communications, public relations, journalism, or business majors. However, the 2024 industry reality shows the field values demonstrated skills over credentials alone—portfolio quality, internship experience, and network strength often matter more than the specific degree title. Some professionals enter PR from journalism, marketing, or even unrelated fields, but they typically supplement with PR coursework or certifications from organizations like CIPR (Chartered Institute of Public Relations).

How has AI changed public relations careers?

98% of PR professionals reported using AI in 2024 according to Brandpoint’s survey, but not for replacement—for augmentation. AI handles sentiment analysis, optimal pitch timing, trend identification, media monitoring, and performance reporting. This freed professionals to focus on strategy, relationship-building, and creative storytelling—the irreplaceable human elements. The shift means entry-level jobs now require technical literacy alongside communication skills. Professionals who master both AI tools AND human psychology command premium salaries. The 2025 Davis+Gilbert report notes top-performing firms are investing heavily in “data science and AI to deliver outcome-based fee models.”

What’s the difference between PR and marketing?

PR focuses on earned media (getting others to talk about you) through relationship-building and storytelling, while marketing emphasizes paid media (advertising) and direct sales conversion. However, this distinction is dissolving—96% of organizations reported further PR-marketing integration in 2024 (Brandpoint survey). Modern PR now incorporates influencer partnerships, content marketing, and digital advertising, while marketing increasingly values authentic storytelling and organic reach. The hybrid professional who understands both disciplines—strategic communication AND data-driven marketing—has the strongest career prospects and earning potential.

What are the biggest challenges facing PR professionals today?

The 2025 Global Comms Report identified being “too reactive vs. proactive” as the top challenge, with 60% of professionals still struggling to measure earned media impact despite improvements from 72% in 2024. Other major challenges include: managing rapid technological change (only 6.1% rated PR’s tech adoption as “excellent”), combating misinformation in an era of information overload, difficulty identifying the right journalists (only 22% can do this consistently), and maintaining work-life boundaries in an “always-on” digital environment where crises can erupt instantly on social media.

Can I work remotely in public relations?

Remote and hybrid work has become more common post-2020, particularly for in-house corporate roles and digital-focused positions. However, PR still involves significant relationship-building that benefits from in-person interaction—client meetings, media events, networking conferences. According to industry reports, agency roles tend to require more office presence for collaboration, while social media management, content creation, and some account management roles offer greater flexibility. Career advancement to senior levels typically requires strong in-person networking, though this varies by organization and specialization.

Key Takeaways

• The market is expanding, not shrinking: Global PR industry growing from $100B (2024) to $132.5B (2029) at 6% CAGR, with 27,600 annual U.S. job openings and 5% growth rate—faster than the 3% average for all occupations

• The job has fundamentally changed: 98% of PR professionals now use AI; modern PR integrates data analytics, digital platforms, influencer marketing, and content creation—far beyond traditional press releases

• Earnings scale with specialization and experience: Starting at $40,750-$69,780 median, reaching $79,000-$130,000 for managers, with top specialists in tech and crisis management exceeding $130,000

• The skills transfer everywhere: 62% work in direct PR roles, but the remaining 38% successfully apply communications training to law, business development, healthcare administration, politics, and entrepreneurship

• Success requires specific personality traits: Thriving in PR demands comfort with ambiguity, multitasking, constant learning, and blurred work-life boundaries—it’s not for everyone, and that’s okay

Recommended Next Steps

If you’re seriously considering PR:

1. Test the waters: Follow 5-10 PR professionals on LinkedIn, subscribe to PR Daily or PRWeek, and pay attention to how major news stories are framed differently across outlets
2. Build preliminary skills: Start a blog or social media account to practice audience engagement; volunteer to handle communications for a student organization or local nonprofit
3. Explore programs strategically: Look for accredited programs (check PRSA or CIPR accreditation), strong internship placement rates, and faculty with active industry connections
4. Connect with practitioners: Use LinkedIn to request informational interviews with PR professionals in industries that interest you—most are surprisingly generous with their time
5. Consider alternatives: If aspects of PR appeal but the full role doesn’t, explore adjacent fields like UX writing, content strategy, brand management, or corporate communications

The field needs thoughtful, strategic communicators who can navigate complexity. If that describes you, studying public relations might be the best decision you make.

Data Sources

• U.S. Bureau of Labor Statistics, Occupational Outlook Handbook (May 2024) – bls.gov
• Research and Markets, Global Public Relations Market Report (2025) – researchandmarkets.com
• Mordor Intelligence, U.S. Public Relations Services Market Analysis (February 2025) – mordorintelligence.com
• Davis+Gilbert, 12th Annual PR Industry Trends Report (October 2024) – dglaw.com
• Brandpoint, The Future of the PR Industry Research Report (2024) – brandpoint.com
• PayScale, Public Relations Specialist & Manager Salary Data (2025) – payscale.com
• Glassdoor, Public Relations Salary Estimates (October 2025) – glassdoor.com
• Cision, 2025 Global Comms Report – cision.com
• Graduate Outcomes Survey Data, HESA (Higher Education Statistics Agency) – prospects.ac.uk