Image Source: Real Estate Education Center
Public relations professional is among the over-rated jobs, according to new research. Perception falls short of reality for jobs like PR executive that can be stressful, involve long hours and have a high turnover, reveals CareerCast’s annual Most Overrated Jobs of 2016 report
The study rated professions based on U.S. Bureau of Labor Statistics numbers on growth outlook and pay along with variables such as workplace environment and stress. It also drew on a survey that identified respondents’ dream jobs, and popular majors at U.S. colleges to find what jobs are on the wish list among potential job seekers.
Many college students may have a romanticized and favorable perception of a public relations career. Those expectations don’t meet reality.
High Stress Levels of PR Executives
“What the Jobs Rated report scores tell us is that PR executive is a high-stress job, due to the around-the-clock nature of the work and the unpredictability,” CareerCast Online Content Editor Kyle Kensing told O’Dwyer’s. “PR executives must also work heavily in the public eye; given an estimated three-quarters of Americans have a fear of public speaking, this contributes to the ‘overrated’ consideration commensurate to the field’s popularity with potential job seekers.”
Advertising executive was the most over-rated job. PR executives earn a median annual salary of $104,140, and the job has seven percent growth outlook through 2020, according to the report. Advertising account managers earn $124,850 and have a growth outlook of nine percent. Other overrated professions include author, event coordinator, photographer and stockbroker.
Young people may have a romanticized idea that advertising executives schmooze clients over bourbons and steaks. That perception is outdated, says Marilyn Paige, the vice president of marketing for Fig Marketing and Advertising, in a CareerCast press release.
Ongoing Learning Required
“The research, strategy and technical know-how has changed quite a bit. You have to keep up on the tactical know-how, and it never stops changing,” Paige said.
The same can be said of PR. The profession now requires continual learning to keep pace with the changing digital landscape. While some may think PR entails press conferences and chatting with reporters, the profession requires technical and analytical skills more than ever.
Analytical Skills Now More Important
Analytical skills are becoming more important as PR departments and agencies employ measurement tools to identify successful strategies and link PR activities to corporate goals. Almost two-thirds of PR and marketing executives surveyed by the USC Annenberg Center for Public Relations believe analytics is a required skill for PR pros. Only writing, communications and social media skills were ranked as more important. Competition for data analytics expertise may become more severe as other industries also face greater difficulties finding people with digital and data analytics skills.
Measurement, rather than schmoozing clients, is the key to a successful PR career, it seems.
“Measurement remains the holy grail in the PR industry,” states Fred Cook, the center’s director, in the center’s Global Communications Report. “Everyone agrees that it’s a huge growth opportunity but few seem to have figured out an integrated approach to determining the real return on investment for communications.”
Bottom Line: Many job seekers don’t realize that a successful PR career entails high stress, public speaking and keeping up to date with fast-evolving digital strategies. Advancing in PR now also requires analytical skills to take advantage of increasingly sophisticated PR measurement tools.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
