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A typical public relations specialist promotes people, products and events to the media or other resources in a variety of ways including press releases, special events and press conferences. However, according to the Public Relations Society of America (PRSA), there are fifteen elements of public relations: community relations, counseling, employee/member relations, fund raising or development, government affairs including lobbying, industry relations, investor or financial relations, issues management, marketing communications, media relations, minority or multicultural relations, public affairs, publicity, research, special events and public participation.
As a public relations specialist, you can specialize in a variety of ways. Some specialize in crisis communications, Web publicity, copywriting, annual reports, non-profit sector, or authors and writers. To start in this business, you need to gain training and experience. You may want to get professional accreditation as an APR or Accredited in Public Relations (in the U.S., check with the PRSA). You may start with your own business by developing a plan publicizing your new venture and credentials to the right market. You can also offer volunteer to do publicity for your favorite charity, your friend's business, or even a local candidate.
Earnings from a home-based public relations business can range from $65,000 to even as high as $175,000. Overhead expenses are low to moderate at 20 to 40 percent of income.
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