By Joshua Weichhand

According to statistics from the U.S. Bureau of Labor Statistics (BLS), while the rest of the economy slowly gathers momentum in 2010, PR and media communication positions will be sprinting ahead of the pack with a projected increase of 24 percent through 2018 – more than twice the national average. So why is the field expecting such a large increase?

The reasoning goes something like this: the combined effects of the stabilizing economy with the emergence of new media as a viable marketing and communication tool have created a perfect opportunity for expansion. Companies who had cut back on marketing and public relations costs during the recession are now experiencing the crunch to refill those positions as the market rebounds. The speed with which new media has begun its integration into modern business has opened up immediate opportunities for those with the proper skills.

Meanwhile, traditional approaches to public relations and media strategy are being relegated to the backburner in favor of inbound marketing strategies and creative approaches to new media. Companies like Pepsi and Chase are pulling money out of advertising and putting it instead towards philanthropy and community investment opportunities they can promote over Facebook and Twitter. The game is changing as the “PR professional” quickly evolves into the “New Media professional.”

So what will this mean for those seeking jobs in PR?

1. It means the opportunities will be there. Given the nature of their work, professionals in public relations are positioned to enjoy the advantages of new media better than any other field. Take advantage of new opportunities as companies integrate these new tools into their communication approach and create positions to handle their social media presence.
2. It means a change of job description. While traditional communication skills will remain invaluable, PR is becoming less about the art of the pitch, and more about the art of the Tweet. As company dollars are funneled away from advertising and towards corporate social responsibility and social media campaigns, PR professionals who can comfortably navigate the waters of new media, while finding creative ways to repurpose them, will be in high demand.
3. It means that entry level positions will be more competitive. Having a degree in public relations doesn’t necessarily guarantee a position in the field and certainly won’t be as valuable without the knowledge and skill sets necessary to harness the new opportunities on the internet. PR professionals in 2010 should distinguish themselves by being familiar with inbound marketing tools like SEO and web analytics, as well as social networking tools like Facebook and Twitter.
4. It means you should be prepared to step up and in. While entry-level positions are initially expected to be competitive, the Department of Labor is expecting a rise in retirements from the industry over the next decade. As these seasoned professionals step down, you should be prepared to confidently step in with your experience and invaluable new technical knowledge.

(Facebook, Chase Team Up for Crowdsourced Philanthropy Program, Ariel Schwartz, FastCompany/Nov. 16, 2009)