Their title is self-explanatory. Public relations specialists are needed to develop a positive relationship with, who else but, the public. Depending on the organization for which they work, they go about that in many different ways.

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Public relations specialists release information that keeps not only the general public, but special interest groups and stockholders, aware of what their organization's accomplishments and plans are.

Lisa Stein-Fybush, media relations manager with Genesee Country Village and Museum, says one way this is done is "by contacting various media people and pitching story ideas" in the hope that they might print or broadcast their material.

These specialists also set up events between their organization and the public such as speaking engagements, represent their company at community projects or trade shows, and, for corporations, help prepare annual reports.

There are also those who work for the government, usually under the title of press secretary or information officer, who keep the voters aware of what their department, or a particular political figure, has accomplish- ed. Sometimes this requires a little more creativity. Just ask Mike McCurry, the former White House press secretary.

Working in public relations for a non-profit organization differs from that of the corporate environment. "In the world of non-profit there is much more variety," says Laurie Geoca, director of public relations for Colgate Rochester Divinity School. "I get a chance to be creative through graphic design and writing."

In the corporate environment a public relations department often consists of copywriters, designers, editors and account executives. Geoca's office consists of two people, herself and one associate, and they are responsible for gaining publicity for the school in the media, producing the alumni newspaper and assisting in the development of fundraising programs as well as other strategic initiatives.

While there are no defined standards to get into this field, excellent writing and speaking skills are a must and a college degree in communications, public relations or a related field such as advertising is preferred. Geoca's advice for those thinking of a career in the field is to do an internship while in school or to offer their services on a volunteer basis for a church or other non-profit organizations.

According to the Bureau of Labor Statistics, employment of PR specialists is expected to increase more than 20 percent over the next eight years. Median annual earnings in 1996 for salaried public relations specialists were $34,000.