Hiring Criteria of Public Relations Employers / Dennis L. Wilcox.

A poll of 90 top-level public relations executives in the San Francisco Bay area generated 65 usable responses to a questionnaire about their hiring practices and about the skills, educational background, and practical experiences that they seek in job applicants. The data from the questionnaire show that the ideal applicant for a public relations job will have a bachelor's degree; courses in news writing, public relations, business, and the social sciences; an ability to write and speak well; and some previous work experience in the field. Applicant attributes that the executives consider most important are attitude, writing skills, growth potential, personality, ambition, and poise. The stress that employers place on the grapevine method of circulating job leads and contacts indicates that aspiring public relations job seekers should develop professional contacts and participate in professional organizations while still in college. (RL)

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