Back to School: Why PR Professionals Should Obtain a Master’s Degree

Most PR pros would rather take that first full-time job offer over going back to school for another couple of years. School just isn’t an enjoyable experience for many individuals. 

Honestly, at one point or another, people come to the point in their lives where reading boring text, memorizing words and phrases, writing papers, taking tests and giving presentations lose their appeal.

So, why should you go back for two or more years after receiving a bachelor’s degree? I have wondered the same thing, and am currently in a position where I am trying to decide if I need one myself. 

I want to share some important things from my own research while weighing in on the value of a master’s degree.

Job Competition

I remember when an associate degree was enough to nab a great job. Truthfully, little schooling was needed to nab a long, sustainable career—especially in PR. 

However, there are higher-level degrees available for up-and-coming PR professionals, and many employers are becoming more aware of all that these programs have to offer students.

We’re currently living in a period where a bachelor’s degree is the standard for most college students. But with the stability of the American economy in constant limbo, employers are in need of more from job seekers. 

Needless to say, considering said circumstances, a master’s degree is quickly becoming a very attractive option for companies looking to fill a variety of top-tier positions.

To be able to confidently say you’re an official master of something—especially PR, mind you—and proudly place such an accomplishment on your resumé will make you much more competitive when vying for meaningful employment after school. 

Simply put, you’ll be ahead of the game.

A Better Understanding of PR

Four-year degrees take four years for a reason. You have the opportunity to learn about numerous areas of academia and gain a basic understanding of a self-selected field. But if you want more learning, there aren’t nearly as many options.

Master’s degrees provide a more in depth look into your field of choice and allow you to understand it on a more personal level. 

You are also given many real world experiences before actually stepping out into the unforgiving mix of things. For a PR person, this is key.

Additionally, a greater and deeper knowledge of PR will make you more confident and will show future employers and co-workers that you belong in the competitive, unforgiving field of PR. 

Who knows? In spite of what the naysayers might vocalize, it may also give you a winning edge or earn you a promotion or two.

So Fresh and So Clean

In reality, there is a huge need for PR-savvy people out there, and recent graduates know it. Why? Well, they’re all competing for the same jobs. 

If you have the time and resources, it wouldn’t hurt to head back to school for two more years to gain an advantage over your peers. 

They are precious years, and receiving as much education as possible will put you ahead of the herd. After all, there’s no such thing as too much education.

So what do you think? Am I correct in planning to head off to graduate school following the completion of my undergraduate degree, or is my head stuck in the proverbial clouds? Share your thoughts on the matter in the comments section below.

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Rhett Ahlander is a PR student at Utah Valley University in Orem, Utah. After graduating this coming April with a bachelor’s degree, he plans to pursue a master’s degree and continue learning more about PR. When Rhett isn’t studying, he enjoys writing, running and playing soccer. Follow Rhett on Twitter to keep the conversation going.

The Importance of Writing Like You Talk

Sounding smart while writing is a gift that few people possess. Seriously, if you can incorporate words like “cornucopia” into your writing outside the month of November, you’re bound to impress a few people. 

Well, on second thought, no you’re not. If you’re a technical writer, this skill might be seen as an asset; however, in the world of PR, nobody really cares how intelligent you are. 

Whether it’s producing web copy, sending an email pitch or even drafting a social post or two, your job is to be relatable, not to come off as one of those arrogant PR tools. 

Want to really take your PR writing to the next level? If so, focus on one key skill: writing like you talk. Seems easy enough, right? Wrong. 

In reality, few are the PR pros who can consistently do this. To the surprise of nobody, the very publicity gurus who’ve tapped into the powers of the aforementioned are also those who see staggering levels of success.

Why This Works

Regardless of the specifics of a writing project, it’s extremely important that an audience be kept in mind right from the beginning. By so doing, the likelihood of boring content coming about is greatly minimized. 

Why? Roles are reversed and you’re in a different set of shoes. Knowing what an audience wants, you’re much more inclined to properly deliver.

Think about it—how much more excited are you to read an interesting email or witty text message from a buddy than an entry in one of Harvard’s many medical journals? It’s not that the information isn’t accurate in an academic publication, it’s just that it can’t be consumed.

Save the killer vocabulary and editorial genius for the journalists you’re pitching. It’s their job to sound like a robot, not yours. The more digitally approachable you are, the less the stereotypical stench of PR annoyance will be present.

Learning to Write Like You Talk

There’s a two-part secret to this. The first part is to do the necessary research to actually know what you’re writing or pitching about. If you understand the subtle ins and outs of what you’re covering, your voice is going to make itself known without you even realizing it. 

It’s when your totally BS-ing an audience or reporter that Thesaurus.com is used in abundance. You’re trying to sound like you know what you’re talking about because you literally have no idea what you’re talking about. 

Fortunately, in the end, if you bypass doing any research, nobody will know the difference. Unfortunately, it’s because they will have stopped reading your writing and moved onto something more interesting.

Now for the second part—stop thinking. That’s right. Don’t think. The more you think, the more you question. Go back to the last time you had a conversation with your best friend or significant other. 

Didn’t have to think much before making a point, did you? Therein lies the beauty of writing like you talk. When the pitching or posting ceases to become about sales and focuses solely on developing long-lasting relationships, real PR genius can happen.

Be real. Be yourself. Write like you talk.

Let’s hear what you have to say—how do you keep your writing from coming off as overly advertorial or promotional? Jump on down to the comments section below and have your voice heard by Echelon’s loyal body of readers.

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Lucas Miller is the Founder of Echelon Copy. When not writing, editing or running, he's working tirelessly to perfect what he claims is the "World's Greatest Pompadour." Additionally, for what it's worth, his editorial works have been featured on Social Media Today, Business2Community, Ragan's PR Daily, Spin Sucks and many other top-tier PR publications.