Career summary

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

  • 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.
  • Develop marketing campaigns for environmental technologies or services.
  • Purchase advertising space or time as required to promote client's product or agenda.

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

  • Mathematics - Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • Education and Training - Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
  • Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • Sociology and Anthropology - Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.

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