City Series: Public Relations Thrives in Sacramento — America’s Most Diverse City

Photo courtesy of Michael Flick.

We are an indomitable city. We are the farm-to-fork capital of the world. We are Sacramento Proud. Welcome to Sacramento, America’s Most Diverse City and the state capital of California!

Sacramento is a diverse city, not only in its people, but in its cultures and opportunities. Our job market is booming with public affairs and nonprofit opportunities that thrive in our midtown and downtown areas. However, Sacramento is more than just these sections of public relations. The agriculture, sports, food/beverage, travel/tourism, music and healthcare fields are also successful and continuously growing.

The PRSA California Capital Chapter serves the greater Sacramento region and is led by a board of directors comprised of 11 individuals. In the last few years, the Chapter has grown tremendously and will be hosting the second annual Influence Awards, which celebrates the best work and talent in the region. Many of the members of the Chapter are mid- to senior-level professionals that come from all different industry backgrounds. This year, the board supported the start of a New Professionals Section to aid the transition from student to professional. The section focuses on hosting events and providing resources for professionals with no more than five years of experience.

Students studying public relations in the Sacramento area have many internship opportunities. However, it’s up to the student to be able to find these opportunities. By joining a PRSSA Chapter in the area, students are already a step ahead because members get to meet some of the brightest leaders in the field at Chapter meetings or by attending PRSA networking events.

“My advice is always to gravitate towards those you’d like to emulate! Network and intern as much as possible,” said Kyla Aquino Irving, president of the PRSA California Capital Chapter.

Some recent graduates have already received full-time positions in Sacramento but also in the San Francisco Bay Area and in Southern California.

Sacramento is a big, “small city” where people really know one another. We support our local sports teams — the Sacramento Kings, the newly Giants-affiliated Sacramento River Cats and Sacramento Republic F.C., who were the minor league soccer champions in their first year. Residents and visitors alike can enjoy year-round local events such as Second Saturdays, the Capital Beer Fest, weekly food truck locations, farmers markets and much more. Best yet, a day or weekend trip to Lake Tahoe, Napa Valley or San Francisco is only a short drive away. There is something for everyone in Sacramento!

Below is a checklist on how to get your professional career started in Sacramento.

  •  Join the PRSA California Capital Chapter and join the New Professionals Section.
  • Meet and find multiple mentors in the Chapter by attending professional luncheons and/or networking events.
  • Create a social presence digitally by updating your LinkedIn profile, participating in Twitter chats or writing a blog post.


Erica Brown is a current account associate at AugustineIdeas and a former PRSSA National Committee member. Follow her on Twitter or connect on LinkedIn.

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