Employment of public relations specialists is expected to increase faster than the average for all occupations through 2012. The need for good public relations in an increasingly competitive business environment should spur demand for public relations specialists in organizations of all types and sizes. The value of a company is measured not just by its balance sheet, but also by the strength of its relationships with those upon whom it depends for its success. And, in the wake of corporate scandals, more emphasis will be placed on improving the image of the client, as well as building public confidence.

Employment in public relations firms should grow as firms hire contractors to provide public relations services rather than support full-time staff. In addition to those arising from employment growth, job opportunities should result from the need to replace public relations specialists who take other jobs or who leave the occupation altogether.