Public Relations Specialists

Marketing, Sales, and Service > Marketing Communications

Projected Growth: Average

30700+
Projected Job Openings

Considerable Preparation Needed

Job Description

Your job is to Engage in promoting or creating an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media.

Common job titles of Public Relations Specialists include:
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Experience and Education

A considerable amount of work-related skill, knowledge, or experience is needed for this occupation. For example, a person in this occupation must complete four years of college and work for several years in industry to be considered qualified.

  • 91.67% said they needed a Bachelor's Degree.

  • 8.33% said they needed a Master's Degree.

Tasks

    Update and maintain content posted on the Web.

    Coach client representatives in effective communication with the public or with employees.

    Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.

    Respond to requests for information from the media or designate an appropriate spokesperson or information source.

    Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.

    Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.

    Write press releases or other media communications to promote clients.

    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.

    Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.

    Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.

    Coordinate public responses to environmental management incidents or conflicts.

    Purchase advertising space or time as required to promote client's product or agenda.

    Prepare or deliver speeches to further public relations objectives.

    Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.

    Confer with production or support personnel to produce or coordinate production of advertisements or promotions.

    Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.

    Develop marketing campaigns for environmental technologies or services.

    Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.

Tools

Photocopying equipment

Personal computers

Multi-line telephone systems

Laptop computers

Desktop computers

Computer laser printers

Technologies

Adobe Systems Adobe Creative Cloud

Adobe Systems Adobe Illustrator

Adobe Systems Adobe InDesign

Adobe Systems Adobe Photoshop

Apple macOS

Cascading Style Sheets CSS

Data entry software

All Technologies

Drupal

Facebook

Google AdWords

Google Analytics

Google Docs

Hypertext markup language HTML

JavaScript

LinkedIn

Marketo Marketing Automation

Microsoft Dynamics

Microsoft SharePoint

Salesforce software

SmugMug Flickr

Wireshark

YouTube

Adobe Systems Adobe ActionScript

Adobe Systems Adobe After Effects

Adobe Systems Adobe Dreamweaver

Adobe Systems Adobe Fireworks

Adobe Systems Adobe Flash

Adobe Systems Adobe Reader

Adobe Systems Adobe Writer

Apple Final Cut Express

Apple Final Cut Pro

Apple iPhoto

Apple QuickTime

Blackbaud The Raiser’s Edge

Blogging software

Cision CisionPoint

Customer relationship management CRM software

Dynamic hypertext markup language DHTML

Extensible HyperText Markup Language XHTML

FileMaker Pro

Google+

LexisNexis

MySpace

Oracle Business Intelligence Discoverer

Oracle Eloqua

Podcasting software

Twitter

Website management software

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.

Writing

Communicating effectively in writing as appropriate for the needs of the audience.

Social Perceptiveness

Being aware of others' reactions and understanding why they react as they do.

Coordination

Adjusting actions in relation to others' actions.

Time Management

Managing one's own time and the time of others.

Reading Comprehension

Understanding written sentences and paragraphs in work related documents.

Critical Thinking

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Persuasion

Persuading others to change their minds or behavior.

Complex Problem Solving

Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Judgment and Decision Making

Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Negotiation

Bringing others together and trying to reconcile differences.

Active Learning

Understanding the implications of new information for both current and future problem-solving and decision-making.

Service Orientation

Actively looking for ways to help people.

Monitoring

Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Systems Analysis

Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.

Systems Evaluation

Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.

Instructing

Teaching others how to do something.

Abilities

Listen to and understand information and ideas presented through spoken words and sentences.

Cognitive Abilities › Verbal Abilities › Oral Comprehension

Communicate information and ideas in speaking so others will understand.

Cognitive Abilities › Verbal Abilities › Oral Expression

Communicate information and ideas in writing so others will understand.

Cognitive Abilities › Verbal Abilities › Written Expression

Speak clearly so others can understand you.

Auditory and Speech Abilities › Sensory Abilities › Speech Clarity

Read and understand information and ideas presented in writing.

Cognitive Abilities › Verbal Abilities › Written Comprehension

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Occupation Sections

Knowledge

English Language

Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

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.

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.

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.

Computers and Electronics

Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

Clerical

Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.

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