Occupation Profile: Public Relations Specialists
By Cynthia L. DeLisa, Research Analyst, DOL

"Never lie. Your credibility is one of your most important assets." Michael, PR Specialist

A day in the life

When athletes turn professional, when celebrities go into rehab, or when business executives are accused of fraud, there's only one thing to do: hire a public relations (PR) specialist. PR specialists do more than put a positive spin on their client's less-than-admirable activities. They also spread the word when they've done something good, like donating money to a charity, promoting exemplary sportsmanship, and winning an Academy Award. And how do PR specialists get the word out? They spend much of their time writing press releases and pitching story ideas to reporters.

A PR specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation. The client can be a company, an individual or a government entity. In the government, PR people are called press secretaries. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public Relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices. Though the job often involves the broadcasting of information, some view this cynically as "spin doctoring." Regardless, the successful PR person must be a good communicator - in print, in person, and on the phone. They cultivate and maintain contacts with journalists, set-up speaking engagements, schedule TV and radio interviews, write executive speeches and annual reports, respond to inquiries and speak directly to the press, all on behalf of their client. Public relations people also write press releases and may be involved in producing sales or marketing material.

Are you a generalist? Do you have broad knowledge and skills in many areas? If yes, PR may be your dream career. A successful PR person must keep on top of all current events and be well versed in pop culture to understand what stories will get the public's attention. It takes a combination of analysis and creative problem solving to get their client in the public eye. The content of the work is ever- changing, and unforeseen challenges arise every day. In addition to the standard duties, a PR person may have to do damage control and feed stories to reporters on behalf of his client who's just been arrested for criminal activity one day; and the next day speak at a press conference and try to put a warm-'n-fuzzy spin on a company's latest oil-spill disaster.

Some public relations specialists work a standard 35- to 40-hour week, but unpaid overtime is common. Occasionally, they must be at the job or on-call around the clock, especially if there is an emergency or crisis. Public relations offices are busy places; work schedules can be irregular and frequently interrupted. A PR person's work schedule must be flexible, so that they can meet deadlines, give speeches, travel, attend meetings and other activities.

Where do I start?

There are no defined education and training standards for getting into a public relations career. Since public relations requires familiarity with a wide variety of topics, a broad education is the best preparation. The most qualified individuals will have a college degree in communications, public relations, or journalism, in addition to having successful internship experience.

The U.S. Bureau of Labor Statistics projects that employment of public relations specialists is expected to grow faster than the overall occupational average through 2014. The Connecticut Department of Labor estimates that 2,810 public relations specialists were employed in the State during the 1st quarter of 2006. Thirty-five percent of the total number of PR specialists employed in CT during this period worked in the Professional and Business Services industry (970 employees), and 15 percent worked in the Financial Activities industry (410 employees).

Employment opportunities will continue to be very competitive as many people are attracted to the high-levels of notoriety and public recognition associated with the job. The need for good public relations in an ever-growing cutthroat business climate should spur demand for PR specialists in organizations of all types and sizes. A company's success depends on its relationship with the public and corporate accountability, and more emphasis will be placed on improving the image of the client, as well as building public confidence.

Show me the Money!

Average annual wages for salaried PR specialists were $56,275, and entry-level earnings were $36,815 in 2006. The highest paid public relations specialists employed in CT earn up to $85,000 per year, and are employed in the Trade, Transportation, and Utilities; Financial Activities; Manufacturing; and Public Administration industries. Average annual wages for salaried PR managers were $96,500; and the highest paid among them earned over $145,500 in 2006.

High profile company looking for someone with …creativity, initiative, good judgment, an outgoing personality, and the ability to communicate thoughts clearly and simply. A public relations specialist must be a good writer with the gift of gab; decision-making, problem solving, and research skills are also a plus. People who choose public relations as a career need self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be competitive, yet able to function as part of a team and be open to new ideas.

Town/City Profile: Glastonbury
By Cynthia L. DeLisa, Research Analyst, DOL

History

In 1636, a couple dozen families settled in Pyaug (or Nayuag), a tract of land belonging to Wethersfield located along the eastern bank of the Connecticut River. Sowheag, a Native American Chief, sold Pyaug to these early settlers for 12 yards of trading cloth-what a bargain! In 1690, they petitioned the General Court to become a separate entity. By 1693, those determined people convinced Reverend Timothy Stevens to serve as their minister and built their meetinghouse, which was a requisite of the CT General Court for township. 'Glassenbury,' as the town was first penned, thrived and began to take shape.

In the 18th and early 19th centuries, Glastonbury was a shipbuilding town, located between the CT River, oak forests, and reliable waterpower. In 1840, the J.B. Williams Soap Factory set up shop in James B. Williams' drugstore in Manchester, where he experimented with chemical formulas for shaving soap. Two years later he and his brother William Williams moved the business to Glastonbury, and formed what is believed to be the first commercial soap manufacturing business in the world. J.H. Hale Orchards began in Glastonbury in 1866 and started on just one acre of land. John Hale (a.k.a. the Peach King) was a marketing pioneer, shipping his unique hearty, disease resistant peaches all over the country. By 1900, the Orchard grew to more than 1,200 acres. With only a grade school education, John Hale was responsible for Storrs Agricultural College, or UCONN as we affectionately call it today.

During the Revolutionary War, while British warships plied New Haven Harbor, several Glastonbury homes served as classrooms for Yale students. Noah Webster was a student in these classes, and later he taught classes in one of Glastonbury's early one-room schoolhouses. Other famous people with Glastonbury ties are the Smith Sisters, abolitionists and avid supporters of the Women's Suffrage Movement; Thomas Welles, Governor of Connecticut in 1655-1659; and Gideon Welles, Secretary of the Navy under President Lincoln. Some of the town's 20th century notables include Gayle King, best friend of Ms. Winfrey; Amy Brenneman, TV show Judging Amy; and Candace Bushnell, author of the book Sex in the City.

Location, Location, Location

Strategically located just nine miles from Hartford, and centrally located between Boston (107 mi.) and NYC (118 mi.), Glastonbury easily connects travelers to all parts of CT, New England, and New York. The lure of Glastonbury's central location has helped draw numerous businesses and thousands of jobs to town. Key employers include IKON Office Systems, Open Solutions, and Glastonbury Health Care Center, to name a few. Several prestigious law firms, financial services institutions, light manufacturing and industrial companies, retail shops and eateries, as well as a variety of up and coming technical firms have also planted roots in Glastonbury. Demographic profiles show that these businesses are employing an educated and highly skilled workforce. As the table on page 3 shows, of the 15,100 jobs in Glastonbury in 2005, 22 percent are in professional and business services, 19 percent are in trade, transportation, and utilities, and 14 percent are in the financial activities industry. From 2004 to 2005, Glastonbury added 162 jobs and the average annual wage increased by $1,417 to $47,142 among all Glastonbury industries. With earnings of slightly over $70,000, businesses involved in financial activities paid the town's highest average annual wages in 2005; followed by those in information, and professional and business services ($66k and $61k, respectively).

In addition to existing businesses, Glastonbury actively markets Gateway Corporate Park, which encompasses approximately 95 acres of prime land suitable for business development. Two major commercial office buildings are currently on the market and offer more than 2,000,000 sq. ft. of prime office space. The recently opened Hilton Garden Inn, and Homewood Suites (across from Somerset Square) boast more than 85,000 sq. ft. of premier retail space, including specialty shops and fine restaurants.

Glastonbury employs a professional town management team and follows a careful development plan that has evolved over several decades. The plan's purpose is to preserve the agricultural character of the town yet provide space for commercial/industrial growth. Many farm markets still offer local produce during the growing season and historical, residential and commercial zones are clearly designated. With a land mass of over 50 square miles, Glastonbury offers plenty of room for all.

There's no place like HOME

Approximately two-thirds of Glastonbury acreage is devoted to housing, with the majority of its 32,000+ residents living in single-family homes. Among its 12,000+ households, the town boasts many fine examples of 18th and 19th century architecture. Starting in the mid 1980s, Glastonbury went condo, of which several are located on the New London Tpke., just south of the town center. Several rental apartment complexes are also located in the center of town. New home construction flourished in the 80's and 90's and continues today, with many new subdivisions featuring large, stylish abodes, attracting young professional families to town.

Ask any person who calls Glastonbury home, and they'll surely boast of the town's distinctive blend of capital city suburbia, rural character and strong agricultural heritage. In 2005, Connecticut Magazine believed what town residents knew all along, and gave Glastonbury the #1 ranking among the State's 24 towns with populations between 20,000 and 50,000. Today, Glastonbury serves as a model for all Connecticut town planners of how to build a pleasant, stable living environment, with good schools, low crime, cultural outlets, good places to eat, and lots of open space. Ongoing innovation, regional cooperation, and effective leadership makes Glastonbury a great place to live, work, and do business.

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