Public Relations Specialists
Promote or create an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media. May specialize in using social media.
Sample of reported job titles:
Communications Specialist, Corporate Communications Specialist, Media Relations Specialist, Public Affairs Specialist, Public Information Officer, Public Information Specialist, Public Relations Coordinator (PR Coordinator), Public Relations Specialist (PR Specialist)
Occupation-Specific Information
Tasks
- Respond to requests for information from the media or designate an appropriate spokesperson or information source.
- Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
- Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
- Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
- Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
Technology Skills
- Cloud-based data access and sharing software:Google Drive,Microsoft SharePoint
- Customer relationship management CRM software:Blackbaud The Raiser's Edge,Customer relationship management CRM software,Microsoft Dynamics,Oracle Eloqua,Salesforce software
- Data base reporting software:Oracle Business Intelligence Discoverer
- Data base user interface and query software:Airtable,Cision CisionPoint,FileMaker Pro,Google,LinkedIn
- Data mining software:Google Analytics
Occupational Requirements
Work Activities
- Getting Information:Observing, receiving, and otherwise obtaining information from all relevant sources.
- Communicating with People Outside the Organization:Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Communicating with Supervisors, Peers, or Subordinates:Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Working with Computers:Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Thinking Creatively:Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Detailed Work Activities
- Coach others.
- Collaborate with others in marketing activities.
- Conduct market research.
- Coordinate logistics for productions or events.
- Develop promotional strategies or plans.
Work Context
- Telephone:100% responded"Every day"
- Electronic Mail:100% responded"Every day"
- Indoors, Environmentally Controlled:88% responded"Every day"
- Face-to-Face Discussions:75% responded"Every day"
- Structured versus Unstructured Work:75% responded"Some freedom"
Worker Requirements
Skills
- Active Listening:Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Speaking:Talking to others to convey information effectively.
- Coordination:Adjusting actions in relation to others' actions.
- Social Perceptiveness:Being aware of others' reactions and understanding why they react as they do.
- Time Management:Managing one's own time and the time of others.
Knowledge
- Communications and Media:Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- English Language:Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- Sales and Marketing:Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
- Customer and Personal Service:Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
- Administration and Management:Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Education
How much education does a new hire need to perform a job in this occupation? Respondents said:
- 92%Bachelor's Degree
- 8%Master's Degree
Worker Characteristics
Abilities
- Oral Comprehension:The ability to listen to and understand information and ideas presented through spoken words and sentences.
- Oral Expression:The ability to communicate information and ideas in speaking so others will understand.
- Speech Clarity:The ability to speak clearly so others can understand you.
- Written Expression:The ability to communicate information and ideas in writing so others will understand.
- Speech Recognition:The ability to identify and understand the speech of another person.
Interests
- Enterprising:Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
- Artistic:Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
- Social:Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
Work Values
- Achievement:Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
- Independence:Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
- Working Conditions:Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Work Styles
- Integrity:Job requires being honest and ethical.
- Attention to Detail:Job requires being careful about detail and thorough in completing work tasks.
- Dependability:Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Persistence:Job requires persistence in the face of obstacles.
- Cooperation:Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
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