Public Relations Specialists

Description

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.

Tasks

  • Respond to requests for information from the media or designate an appropriate spokesperson or information source.
  • 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.
  • Plan or direct development or communication of informational programs to maintain favorable public or stockholder perceptions of an organization's accomplishments or agenda.
  • Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
  • Prepare or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports.
  • Coach client representatives in effective communication with the public or with employees.
  • Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
  • Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
  • Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
  • Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
  • Purchase advertising space or time as required to promote client's product or agenda.
  • Prepare or deliver speeches to further public relations objectives.
  • Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
  • Coordinate public responses to environmental management incidents or conflicts.
  • Develop marketing campaigns for environmental technologies or services.
  • Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.
  • Plan or direct development or communication of programs to maintain environmental responsibility.

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.
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.
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.

Skills

Speaking
Talking to others to convey information effectively.
Reading Comprehension
Understanding written sentences and paragraphs in work related documents.
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.
Writing
Communicating effectively in writing as appropriate for the needs of the audience.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.

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.
Written Comprehension
The ability to read and understand information and ideas presented in writing.
Problem Sensitivity
The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

Work Activities

Communicating with Persons Outside 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.
Organizing, Planning, and Prioritizing Work
Developing specific goals and plans to prioritize, organize, and accomplish your work.
Communicating with Supervisors, Peers, or Subordinates
Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Establishing and Maintaining Interpersonal Relationships
Developing constructive and cooperative working relationships with others, and maintaining them over time.
Scheduling Work and Activities
Scheduling events, programs, and activities, as well as the work of others.
Updating and Using Relevant Knowledge
Keeping up-to-date technically and applying new knowledge to your job.
Getting Information
Observing, receiving, and otherwise obtaining information from all relevant sources.

Work Context

Electronic Mail
How often do you use electronic mail in this job?
Telephone
How often do you have telephone conversations in this job?
Face-to-Face Discussions
How often do you have to have face-to-face discussions with individuals or teams in this job?
Indoors, Environmentally Controlled
How often does this job require working indoors in environmentally controlled conditions?
Contact With Others
How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
Importance of Being Exact or Accurate
How important is being very exact or highly accurate in performing this job?
Work With Work Group or Team
How important is it to work with others in a group or team in this job?
Deal With External Customers
How important is it to work with external customers or the public in this job?
Spend Time Sitting
How much does this job require sitting?
Frequency of Decision Making
How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?

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.
Conventional
Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Investigative
Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
Realistic
Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.

Work Style

Dependability
Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Attention to Detail
Job requires being careful about detail and thorough in completing work tasks.
Integrity
Job requires being honest and ethical.
Adaptability/Flexibility
Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Independence
Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
Initiative
Job requires a willingness to take on responsibilities and challenges.
Stress Tolerance
Job requires accepting criticism and dealing calmly and effectively with high stress situations.
Self Control
Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
Cooperation
Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Achievement/Effort
Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

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.
Relationships
Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
Recognition
Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
Support
Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Lay Titles

Account Executive
Account Supervisor
Audience Coordinator
Campaign Manager
Communications Director
Communications Manager
Community Relations Manager
Concert Promoter
Consumer Advocate
Corporate Communications Director
Event Promoter
Image Consultant
Information and Communications Specialist
Information Specialist
Lobbyist
Marketing Director
Media Outreach Coordinator
Media Planner
Media Relations Specialist
Motivational Speaker
Music Publicist
Political Advisor
Political Aide
Press Agent
Press Secretary
Promotion Specialist
Public Affairs Officer
Public Affairs Specialist
Public Information Officer
Public Relations Account Executive
Public Relations Assistant
Public Relations Consultant
Public Relations Coordinator
Public Relations Counselor
Public Relations Officer
Public Relations Representative
Public Relations Specialist (PR Specialist)
Publications Manager
Publicist
Publicity Agent
Publicity Consultant
Publicity Expert
Publicity Person
Publicity Writer
Relationship Manager
Service Promoter Salesperson
Shelter Advocate
Speech Writer
Sports Information Director

National Wages and Employment Info

Median Wages (2008):
$26.04 hourly, $54,170 annual.
Employment (2008):
201,280 employees