Vault Career Guide to Public Relations

Cover for Vault Career Guide to Public Relations

by Pamela Fehl; Introduction by James E. Lukaszewski
Publication Date: 2014

Often associated with buzz words, such as "image" and "spin," the nearly $9 billion dollar public relations industry specializes in packaging information and delivering it to specific target audiences while showing its clients—whether they are brands, corporations, or individuals—in the best light possible. Public relations professionals are the go-to people for crisis management when a disaster strikes or a scandal breaks. Despite recent setbacks in the economy, the public relations industry has continued to grow as more and more companies shift marketing budgets away from advertising toward public relations efforts. Employment for public relations managers is projected to grow rapidly through 2020. But social media and fast-changing technology mean only the sharpest and most innovative public relations professionals will rise to the top of the field.

The Vault Career Guide to Public Relations provides an insider's perspective on what's happening in the industry, what it takes to break in, and how to advance your career. Whether your goal is to represent multimillion-dollar brands and corporations or set up a small shop serving local businesses, this guide will help you master every step of your job search.

Vault Career Guides offer an industry insider's view of what it takes to land a job in your chosen profession. Each volume provides a comprehensive overview of the industry and expert advice and tips for uncovering job opportunities, networking, preparing your cover letter and resume, interviewing, and keeping current on industry news and trends. Interviews and case studies offer behind-the-scenes glimpses of what hiring managers look for in a candidate and how others have succeeded in landing their jobs or advancing their careers. Day in the Life profiles place you in the shoes of an established professional for one day, and an extensive glossary and resource list put all the industry knowledge you need to succeed at your fingertips.

Each Vault Career Guide includes:

  • The Scoop: Everything you need to know about what your industry does, its history, who works in it, and where it's going.
  • Getting Hired: Practical information on researching potential employers, networking, interviewing, and getting in the door.
  • On the Job: A look at life on the job and the industry culture.
  • Talk Like a Pro: A glossary of industry jargon and key terms.
  • Resources: Associations, organizations, Web sites, and other resources to help you plan and advance your career.


Pamela Fehl writes and edits for advertising agencies, publishing companies, nonprofit organizations, corporate consulting groups, and entrepreneurs. Her published books include Career Opportunities in the Visual ArtsCareer Opportunities in Photography, and the Green Careers series. She has also edited or contributed to numerous books for Ferguson's Publishing, including the Career Discovery Encyclopedia. Pamela is a member of the American Society of Journalists and Authors, the Editorial Freelancers Association, and the Freelancers Union.

James E. Lukaszewski, ABC, APR, Fellow PRSA is one of North America's most prominent crisis experts. He is frequently retained by senior management as a trusted outside advisor to directly intervene and manage resolution of serious corporate problems, threats, and crises. He coaches CEOs, is a prolific author and speaker, and is often quoted in major business publications. His Web site,, is considered by many to be the online "University of Crisis Management." Jim is the President of The Lukaszewski Group Division, Risdall Public Relations based in New Brighton, Minnesota. His latest book is Lukaszewski on Crisis Management, What Your CEO Should Know about Reputation Risk and Crisis ManagementCorporate Legal Times named Jim as one of "28 Experts to Call When All Hell Breaks Loose," and PR Week named Jim as one of 22 "crunch-time counselors who should be on the speed dial in a crisis."

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