Public relations specialists and publicity writers are responsible for informing the public about a company, product, cause, candidate, organisation, or institution. A public relations professional can offer strategic guidance on 'how to get the word out,' as well as how policies may affect consumers, voters, shareholders, fund-raisers, and other people the client needs to contact. 

To do this effectively, the specialist maintains ties with the news media and organisations relevant to a specific field. A public relations professional working for a pharmaceutical corporation, for example, cultivates contacts with doctors and medical publications. 

A news report on the air or in print is frequently initiated by a public relations expert or publicity writer. They plan news conferences, arrange speaking engagements, or organise events, and then distribute press releases to ensure that the news media covers them. 

This is a rapidly expanding profession that places high demands on people who strive for jobs and success. It necessitates imagination, self-assurance, and sound judgement. Working long hours during a crisis or on a deadline is required. 

Some large organisations have their own public relations departments, but more and more opportunities are available through public relations firms, many of which specialise in specific fields, thus experience in that subject can be advantageous. Journalism experience can also help. 

A college graduate with a degree in journalism, public relations, advertising, or another communications-related discipline is an excellent candidate for an entry-level career. While you're still in college, you should look for an internship with a public relations agency.