From pioneering efforts to establish a dedicated academic focus to today’s thriving community of practitioners and scholars, the field of public interest communications is showcasing itself as a vital and rewarding area of practice for those dedicated to serving in the public interest.
The 2025 Real Good Census offers a crucial snapshot of a discipline that has rapidly developed from foundational concepts and pioneering work into an essential force for addressing complex challenges. The findings underscore a field characterized by skilled professionals, strategic thinking, and promising career trajectories.
The census highlights several key characteristics that define the dynamic nature of the public interest communications field:
- Competitive Compensation Reflects Field’s Value: Demonstrating the increasing value and viability of careers dedicated to public interest, the census reveals strong earning potential. A notable 21.1% of practitioners earn $150,000 or more annually from their work in public interest communications, with an additional 16.3% earning between $100,000 and $149,999. The calculated average income from public interest communications sources is reported at $87,027, outperforming the average annual salary for general public relations specialists ($77,720, U.S. Bureau of Labor Statistics, 2023).
- A Maturing Discipline Defining Its Core: The field is confidently solidifying its identity, with 88.4% of respondents expressing agreement with a working definition first developed by the inaugural Karel Chair, Ann Searight Christiano, and her colleagues. This consensus is coupled with a dynamic openness to evolution, as evidenced by 24% suggesting thoughtful refinements. This underscores a discipline that is both establishing its foundations, built on a legacy of strategic thought, and actively shaping its future.
- Centrality of Strategic Storytelling: The census positions public interest communicators as pivotal thinkers and architects of change. “Storytelling” and “Communication strategy development” emerged as the cornerstone skills, distinguishing the field’s focus on high-level planning and narrative construction, moving beyond mere tactical execution to drive meaningful societal outcomes.
- Proactive Embrace of Future-Focused Skills: The findings highlight the field’s forward-looking orientation, with significant demand for training in areas critical for future impact. These include AI tools, human-centered design, advanced interviewing and focus group methodologies, systems thinking, and data analysis. This eagerness for new competencies signals a field committed to innovation and maximizing its effectiveness.
- A Highly Experienced and Educated Professional Corps: Public interest communications is built upon a foundation of exceptional talent. The survey reveals a workforce where over 96% hold a bachelor’s degree or higher, and an impressive 60.5% possess graduate or terminal degrees. This academic achievement is matched by deep practical experience, with 62.8% of professionals having worked in related areas for over 11 years. Furthermore, 79% have received specific training or education in public interest communications, indicating a strong professional identity and a clear opportunity to engage the remaining 21% with targeted development programs.