Public Relations Specialists
27-3031.00
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: Communication Specialist, Communications Specialist, Community Relations Coordinator, Corporate Communications Specialist, Information and Communications Specialist, Information Specialist, Marketing Coordinator, Media Planner, Media Relations Specialist, Media Specialist, Press Agent, Public Affairs Officer, Public Affairs Specialist, Public Information Officer, Public Information Specialist, Public Relations Consultant (PR Consultant), 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.
- Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
- Post and update content on the company's Web site and social media outlets.
- 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.
- Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
- Coach client representatives in effective communication with the public or with employees.
- 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.
- Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
- Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
- Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
- Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
- 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.
- Prepare or deliver speeches to further public relations objectives.
- Coordinate public responses to environmental management incidents or conflicts.
- Develop marketing campaigns for environmental technologies or services.
- Purchase advertising space or time as required to promote client's product or agenda.
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 🔥
- Desktop communications software - ParentSquare
- Desktop publishing software - Adobe InDesign 🔥; Microsoft Publisher
- Development environment software - Adobe ActionScript
- Document management software - Adobe Acrobat 🔥; Adobe Acrobat Reader
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Electronic mail software -
Microsoft Outlook
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Graphics or photo imaging software -
Adobe Creative Cloud software 🔥; Adobe Illustrator 🔥; Adobe Photoshop ; Apple iPhoto; Canva 🔥; JamBoard; SmugMug Flickr
- Information retrieval or search software - LexisNexis
- Instant messaging software - Twitter
- Internet browser software - Web browser software
- Multi-media educational software - Nearpod
- Network conferencing software - LogMeIn GoToWebinar; Slido interaction software
- Network monitoring software - Wireshark
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Office suite software -
Microsoft Office software
- Operating system software - Apple macOS 🔥
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Presentation software -
Apple Keynote; Google Slides; Mentimeter; Microsoft PowerPoint
- Project management software - Microsoft Project 🔥
- Sales and marketing software - Google Ads; HubSpot software 🔥; Marketo Marketing Automation 🔥
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Spreadsheet software -
Microsoft Excel
- Video conferencing software - Cisco Webex 🔥
- Video creation and editing software - Adobe After Effects 🔥; Apple Final Cut Express; Apple Final Cut Pro; Apple QuickTime; YouTube
- Web page creation and editing software - Adobe Dreamweaver; Blogging software; Facebook 🔥; Instagram; Myspace; Podcasting software; Social media sites; Website management software; WordPress 🔥
- Web platform development software - Cascading style sheets CSS 🔥; Drupal 🔥; Dynamic hypertext markup language DHTML; Extensible hypertext markup language XHTML; Hypertext markup language HTML 🔥; JavaScript 🔥
- Word processing software - 3M Post-it App; Adobe Acrobat Writer; Google Docs 🔥; Microsoft Word 🔥
Occupational Requirements
Work Activities
- Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
- Monitoring Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
- Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Inspecting Equipment, Structures, or Materials - Inspecting equipment, structures, or materials to identify the cause of errors or other problems or defects.
- Estimating the Quantifiable Characteristics of Products, Events, or Information - Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.
- Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Evaluating Information to Determine Compliance with Standards - Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
- Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
- Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
- Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
- Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Performing General Physical Activities - Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling materials.
- Handling and Moving Objects - Using hands and arms in handling, installing, positioning, and moving materials, and manipulating things.
- Controlling Machines and Processes - Using either control mechanisms or direct physical activity to operate machines or processes (not including computers or vehicles).
- Operating Vehicles, Mechanized Devices, or Equipment - Running, maneuvering, navigating, or driving vehicles or mechanized equipment, such as forklifts, passenger vehicles, aircraft, or watercraft.
- Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment - Providing documentation, detailed instructions, drawings, or specifications to tell others about how devices, parts, equipment, or structures are to be fabricated, constructed, assembled, modified, maintained, or used.
- Repairing and Maintaining Mechanical Equipment - Servicing, repairing, adjusting, and testing machines, devices, moving parts, and equipment that operate primarily on the basis of mechanical (not electronic) principles.
- Repairing and Maintaining Electronic Equipment - Servicing, repairing, calibrating, regulating, fine-tuning, or testing machines, devices, and equipment that operate primarily on the basis of electrical or electronic (not mechanical) principles.
- Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.
- Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- 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.
- Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Assisting and Caring for Others - Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.
- Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
- Performing for or Working Directly with the Public - Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
- Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.
- Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.
- Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
- Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
- Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
- Providing Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Staffing Organizational Units - Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
- Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.
Detailed Work Activities
- Provide educational information to the public.
- Develop promotional strategies or plans.
- Write advertising or promotional material.
- Collaborate with others in marketing activities.
- Coach others.
- Edit written materials.
- Write informational material.
- Coordinate logistics for productions or events.
- Conduct market research.
- Inform viewers, listeners, or audiences.
- Promote products, activities, or organizations.