Public relations specialists 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.

  • 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 organizational activities 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.
  • Develop marketing campaigns for environmental technologies or services.
  • Purchase advertising space or time as required to promote client's product or agenda.
Work Context
  • Telephone — 100% responded "Every day".
  • Electronic Mail — 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 — 55% responded "Continually or almost continually".
  • Time Pressure — 46% responded "Once a week or more but not every day".
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Work Activities
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • 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.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
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Detailed Work Activities
  • Provide educational information to the public.
  • Collaborate with others in marketing activities.
  • Coordinate logistics for productions or events.
  • Develop promotional strategies or plans.
  • Collaborate with others in marketing activities.
  • Develop promotional strategies or plans.
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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.
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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.
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.
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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.
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Personality

People interested in this work like activities that include ideas, thinking, and figuring things out.
They do well at jobs that need:
  • Achievement/Effort
  • Persistence
  • Initiative
  • Leadership
  • Cooperation
  • Concern for Others
  • Social Orientation
  • Self Control
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Technology

You might use software like this on the job:

Video creation and editing software
  • YouTube Hot Technology
  • Adobe Systems Adobe AfterEffects Hot Technology
  • Apple QuickTime
  • Apple Final Cut Express
  • Apple Final Cut Pro
Data base user interface and query software
  • LinkedIn Hot Technology
  • Data entry software Hot Technology
  • Cision CisionPoint
  • FileMaker Pro
  • Google+
  • Airtable
Web platform development software
  • JavaScript Hot Technology
  • Hypertext markup language HTML Hot Technology
  • Drupal Hot Technology
  • Cascading Style Sheets CSS Hot Technology
  • Extensible HyperText Markup Language XHTML
  • Dynamic hypertext markup language DHTML
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