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Public Relations Specialists
SOC Code: 27-3031.00

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.

Sample of reported job titles: Account Executive, Communications Director, Communications Specialist, Corporate Communications Specialist, Media Relations Specialist, Public Affairs Specialist, Public Information Officer, Public Information Specialist, Public Relations Coordinator, Public Relations Specialist (PR Specialist)

Tasks

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

Technology Skills

  • Customer relationship management CRM software - Blackbaud The Raiser's Edge ; Oracle Eloqua ; Salesforce software
  • Data base reporting software - Oracle Business Intelligence Discoverer
  • Data base user interface and query software - Cision CisionPoint; FileMaker Pro; Google+; LinkedIn
  • Data mining software - Google Analytics
  • Desktop publishing software - Adobe Systems Adobe InDesign ; Microsoft Publisher
  • Development environment software - Adobe Systems Adobe ActionScript
  • Document management software - Adobe Systems Adobe Acrobat ; Adobe Systems Adobe Reader
  • Electronic mail software - Microsoft Outlook
  • Graphics or photo imaging software - Adobe Systems Adobe Creative Cloud ; Adobe Systems Adobe Illustrator ; Adobe Systems Adobe Photoshop ; Apple iPhoto (see all 6 examples)
  • Information retrieval or search software - LexisNexis
  • Instant messaging software - Twitter
  • Internet browser software - Web browser software
  • Office suite software - Microsoft Office
  • Presentation software - Microsoft PowerPoint
  • Project management software - Microsoft SharePoint
  • Sales and marketing software - Google AdWords ; Marketo Marketing Automation
  • Spreadsheet software - Microsoft Excel
  • Video creation and editing software - Adobe Systems Adobe AfterEffects ; Apple Final Cut Pro ; Apple QuickTime; YouTube (see all 5 examples)
  • Web page creation and editing software - Adobe Systems Adobe Dreamweaver ; Facebook ; Podcasting software; Website management software (see all 6 examples)
  • Web platform development software - Cascading Style Sheets CSS ; Drupal ; Dynamic hypertext markup language DHTML; JavaScript (see all 6 examples)
  • Word processing software - Adobe Systems Adobe Writer; Microsoft Word

Tools Used

  • Desktop computers
  • Laser printers - Computer laser printers
  • Notebook computers - Laptop computers
  • Personal computers
  • Photocopiers - Photocopying equipment
  • Special purpose telephones - Multi-line telephone systems

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.
  • 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

  • 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.
  • 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.
  • Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
  • 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

  • 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.
  • Written Comprehension - The ability to read and understand information and ideas presented in writing.
  • Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
  • Near Vision - The ability to see details at close range (within a few feet of the observer).
  • 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.
  • Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
  • Fluency of Ideas - The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
  • Originality - The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
  • Information Ordering - The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
  • Selective Attention - The ability to concentrate on a task over a period of time without being distracted.
  • Category Flexibility - The ability to generate or use different sets of rules for combining or grouping things in different ways.

Interests

  • Interest code: EAS
    • 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 Context

  • Electronic Mail - 100% responded “Every day.”
  • Telephone - 100% responded “Every day.”
  • Face-to-Face Discussions - 75% responded “Every day.”
  • Indoors, Environmentally Controlled - 88% responded “Every day.”
  • Contact With Others - 67% responded “Constant contact with others.”
  • Spend Time Sitting - 54% responded “Continually or almost continually.”
  • Time Pressure - 46% responded “Every day.”
  • Work With Work Group or Team - 58% responded “Extremely important.”
  • Duration of Typical Work Week - 61% responded “More than 40 hours.”
  • Importance of Being Exact or Accurate - 42% responded “Extremely important.”
  • Frequency of Decision Making - 38% responded “Every day.”
  • Structured versus Unstructured Work - 75% responded “Some freedom.”
  • Deal With External Customers - 33% responded “Extremely important.”
  • Impact of Decisions on Co-workers or Company Results - 39% responded “Important results.”
  • Coordinate or Lead Others - 54% responded “Very important.”
  • Freedom to Make Decisions - 67% responded “Some freedom.”
  • Level of Competition - 42% responded “Highly competitive.”
  • Letters and Memos - 42% responded “Once a month or more but not every week.”
  • Responsibility for Outcomes and Results - 33% responded “Limited responsibility.”
  • Frequency of Conflict Situations - 33% responded “Once a week or more but not every day.”
  • Consequence of Error - 33% responded “Fairly serious.”
  • Deal With Unpleasant or Angry People - 50% responded “Once a month or more but not every week.”

Education

Percentage of RespondentsEducation Level Required
92%Bachelor's degree
8%Master's degree

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.
  • Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high stress situations.
  • Initiative - Job requires a willingness to take on responsibilities and challenges.
  • Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
  • Self Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
  • Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
  • Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
  • Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.
  • 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.
  • Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
  • Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
  • Social Orientation - Job requires preferring to work with others rather than alone, and being personally connected with others on the job.

Work Values

  • Independence - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
  • 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.
  • 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.

Wages & Trends

  • Median wages (2017)
    • $28.51 hourly, $59,300 annual
  • Employment (2016)
    • 260,000 employees
  • Projected growth (2016-2026)
    • Average (5% to 9%)
  • Projected job openings (2016-2026)
    • 28,200

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