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Details for Public Relations Specialists


Description

Engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media. May prepare and arrange displays, and make speeches.

Tasks

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

Interests

  • 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.
  • 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.

Education, Training, Experience

  • Education - Most of these occupations require a four-year bachelor's degree, but some do not.
  • Training - Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
  • Experience - A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

Knowledge

Skills

  • 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.
  • Speaking - Talking to others to convey information effectively.
  • Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
  • Coordination - Adjusting actions in relation to others' actions.
  • Persuasion - Persuading others to change their minds or behavior.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Time Management - Managing one's own time and the time of others.

Related Careers

  • Advertising Sales Agents
  • Demonstrators and Product Promoters
  • Market Research Analysts
  • Real Estate Sales Agents
  • Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products
  • Sales Representatives, Wholesale and Manufacturing, Technical and Scientific Products
  • Wholesale and Retail Buyers, Except Farm Products
Wages for this career
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