West Coast offers opportunities that may surprise many PR pros

Those hardened New York pros who think true PR can only take place in the Big Apple might be surprised by the range of opportunities on offer out West.

America’s PR community spans many unique markets, all with their own characteristics, opportunities, and challenges.

Indeed, you can discover a different market every month in PRWeek’s Spotlight section, which this time rolls round to New York City. This is appropriate in a way, because our special report this month takes a deep dive into the California market, which probably can’t get much further away from the traditional bastion of PR that NYC represents.

Having worked in San Francisco and Silicon Valley for a short time I got close-up insight into the differences between the West Coast and the East, from a PR perspective, but also physically and culturally. It was amusing to observe the sometimes bitter rivalry between the two markets without having a personal stake in the game, although the irony is that the two are also uniquely joined up in many ways.

As our Salary Survey again showed last month, San Francisco actually boasts the highest median compensation in the full panoply of US PR. But California represents several disparate markets in its own right, as you might expect from the eighth-largest economy in the world.

Our intrepid team of reporters uncovered the secrets behind the very different PR scenes in Los Angeles, Sacramento, San Diego, Silicon Valley, and San Francisco.

Check them out. My impression is the high salaries are accompanied by a better appreciation of work-life balance, and those hardened New York pros who think true PR can only take place in the Big Apple might be very surprised by the range of opportunities on offer out West.

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