Public Relations Specialists
What is a Public Relations Specialist?
A Public Relations Specialist is a professional responsible for managing and influencing the public perception of an organization, brand, or individual. They work to establish and maintain a positive image through strategic communication and promotional activities. Their role involves crafting press releases, organizing events, and coordinating media relations to convey key messages effectively. Public Relations Specialists often analyze public attitudes and trends to anticipate issues that may affect their clients, providing relevant advice to enhance reputation and manage crises. They engage with various stakeholders, including journalists, influencers, and the community, to foster strong relationships and communicate important narratives that align with their objectives. Overall, their work is essential in shaping the public's understanding and perception of their clients.
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.
Technology Skills
- Web page creation and editing software
- Graphics or photo imaging software
- Web platform development software
- Video creation and editing software
- Data base user interface and query software
Tools Used
- Photocopiers
- Notebook computers
- Laser printers
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Desktop computers
- Special purpose telephones
Knowledge
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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.
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English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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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.
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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.
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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.
Skills
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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.
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Speaking
Talking to others to convey information effectively.
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Reading Comprehension
Understanding written sentences and paragraphs in work-related documents.
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Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
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Writing
Communicating effectively in writing as appropriate for the needs of the audience.
Abilities
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Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
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Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
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Speech Clarity
The ability to speak clearly so others can understand you.
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Speech Recognition
The ability to identify and understand the speech of another person.
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Written Expression
The ability to communicate information and ideas in writing so others will understand.
Education
How much education does a new hire need to perform a job in this occupation?
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Bachelor's degree
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Master's degree
Work Activities
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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.
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Communicating with Supervisors, Peers, or Subordinates
Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
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Getting Information
Observing, receiving, and otherwise obtaining information from all relevant sources.
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Establishing and Maintaining Interpersonal Relationships
Developing constructive and cooperative working relationships with others, and maintaining them over time.
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Developing Objectives and Strategies
Establishing long-range objectives and specifying the strategies and actions to achieve them.
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.
Work Interests
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Enterprising
Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
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Artistic
Work involves creating original visual artwork, performances, written works, food, or music for a variety of media, or applying artistic principles to the design of various objects and materials. Artistic occupations are often associated with visual arts, applied arts and design, performing arts, music, creative writing, media, or culinary art.
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Social
Work involves helping, teaching, advising, assisting, or providing service to others. Social occupations are often associated with social, health care, personal service, teaching/education, or religious activities.
Job Outlook
Projected salary and job growth
$38570.0 - $126220.0
This career will grow rapidly in the next few years.
Assessment
Related assessments and tests
No assessment available.