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Career and Education Opportunities for Public Relations Specialists in Santa Rosa, California

If you want to be a public relations specialist, the Santa Rosa, California area offers many opportunities both for education and employment. There are currently 26,000 working public relations specialists in California; this should grow by 19% to about 30,800 working public relations specialists in the state by 2016. This is not quite as good as the nation as a whole, where employment opportunities for public relations specialists are expected to grow by about 24.0%. Public relations specialists generally engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media.

Income for public relations specialists is about $28 per hour or $58,700 per year on average in California. Nationally, their income is about $24 hourly or $51,280 per year. Jobs in this field include: motivational speaker, editorial and design specialist, and public relations counselor.

There are seven schools of higher education in the Santa Rosa area, including two within twenty-five miles of Santa Rosa where you can get a degree to start your career as a public relations specialist. Public relations specialists usually hold a Bachelor's degree, so you can expect to spend about four years studying to be a public relations specialist if you already have a high school diploma.

CAREER DESCRIPTION: Public Relations Specialist

Public Relations Specialist video from the State of New Jersey Dept. of Labor and Workforce Development

In general, public relations specialists engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media. They also may prepare and arrange displays, and make speeches.

Public relations specialists respond to requests for data from the media or designate another appropriate spokesperson or data source. They also arrange public appearances or exhibits for clients to increase product and service awareness and to promote goodwill. Equally important, public relations specialists have to talk with other managers to pinpoint trends and key group interests and concerns or to furnish advice on business decisions. They are often called upon to ready or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports. Finally, public relations specialists talk with production and support personnel to produce or direct production of advertisements and promotions.

Every day, public relations specialists are expected to be able to listen to and understand others in meetings. They need to articulate ideas and problems. It is also important that they speak clearly.

It is important for public relations specialists to establish and maintain cooperative relationships with representatives of community and public interest groups. They are often called upon to study the objectives, promotional policies and needs of organizations to optimize public relations strategies that will influence public opinion or promote concepts, products and services. They also confer with advertising agencies or staff to organize promotional campaigns in all types of media for products, organizations, or individuals. They are sometimes expected to formulate and direct development and communication of informational programs to maintain favorable public and stockholder perceptions of an organization's accomplishments and agenda. Somewhat less frequently, public relations specialists are also expected to purchase advertising space and time as used to promote client's product or agenda.

Public relations specialists sometimes are asked to formulate and conduct market and public opinion research to test products or decide on potential for product success, communicating results to client or management. They also have to be able to ready and deliver speeches to further public relations objectives and talk with production and support personnel to produce or direct production of advertisements and promotions. And finally, they sometimes have to ready or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports.

Like many other jobs, public relations specialists must be reliable and be thorough and dependable.

Similar jobs with educational opportunities in Santa Rosa include:

  • Art Director. Formulate design concepts and presentation approaches, and direct workers engaged in art work, layout design, and copy writing for visual communications media, such as magazines, books, and packaging.
  • Copy Writer. Write advertising copy for use by publication or broadcast media to promote sale of goods and services.
  • Interpreter. Translate or interpret written, oral, or sign language text into another language for others.

EDUCATIONAL OPPORTUNITIES: Public Relations Specialist Training

Pacific Union College - Angwin, CA

Pacific Union College, One Angwin Ave, Angwin, CA 94508-9707. Pacific Union College is a small college located in Angwin, California. It is a private not-for-profit school with primarily 4-year or above programs. It has 1,279 students and an admission rate of 76%. Pacific Union College has a bachelor's degree program in Communication Studies/Speech Communication and Rhetoric which graduated three students in 2008.

Sonoma State University - Rohnert Park, CA

Sonoma State University, 1801 E Cotati Ave, Rohnert Park, CA 94928-3609. Sonoma State University is a medium sized university located in Rohnert Park, California. It is a public school with primarily 4-year or above programs. It has 8,912 students and an admission rate of 83%. Sonoma State University has a bachelor's degree program in Communication Studies/Speech Communication and Rhetoric which graduated ninety-seven students in 2008.

CERTIFICATIONS

Certified Special Events Professional: The CSEP designation is the hallmark of professional achievement in the special events industry.

For more information, see the International Special Events Society website.

Certified Speaking Professional: The Certified Speaking Professional (CSP) designation, conferred by the National Speakers Association and the International Federation for Professional Speakers, is the speaking profession's international measure of professional platform skill.

For more information, see the National Speakers Association website.

Accreditation in Public Relations: APR certification proves you have successfully demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively in today's business arena.

For more information, see the Public Relations Society of America website.

Certified Recycling Systems Professional: Earning this certification shows your employer and your colleagues that you are committed to only the highest standards in our industry.

For more information, see the Solid Waste Association of North America website.

LOCATION INFORMATION: Santa Rosa, California

Santa Rosa, California
Santa Rosa, California photo by Njaelkies Lea

Santa Rosa is situated in Sonoma County, California. It has a population of over 155,796, which has grown by 5.6% over the last ten years. The cost of living index in Santa Rosa, 159, is far greater than the national average. New single-family homes in Santa Rosa are priced at $193,300 on average, which is far less than the state average. In 2008, one hundred fifty new homes were built in Santa Rosa, down from three hundred sixty-eight the previous year.

The three big industries for women in Santa Rosa are health care, educational services, and finance and insurance. For men, it is construction, professional, scientific, and technical services, and accommodation and food services. The average travel time to work is about 23 minutes. More than 27.6% of Santa Rosa residents have a bachelor's degree, which is higher than the state average. The percentage of residents with a graduate degree, 9.1%, is lower than the state average.

The unemployment rate in Santa Rosa is 10.1%, which is less than California's average of 12.3%.

The percentage of Santa Rosa residents that are affiliated with a religious congregation, 32.1%, is less than both the national and state average. United Pentecostal Church, Bethlehem Lutheran Church and Bennett Valley Baptist Church are among the churches located in Santa Rosa. The most common religious groups are the Catholic Church, the LDS (Mormon) Church and the Southern Baptist Convention.

Santa Rosa is home to the Sonoma County Administration Center and the Quarry Picnic Area as well as Live Oak Park and Coffey Park. Shopping malls in the area include Montgomery Village Shopping Center, Saint Francis Shopping Center and Flamingo One Stop Shopping Center. Visitors to Santa Rosa can choose from Amansi, Astro Motel and Beautiful Weddings & Events for temporary stays in the area.