Public Relations Specialists

Also called: Audience Coordinator, Brand Advocate, Communication Specialist, Communications Associate, Communications Specialist

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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".

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.

Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.

Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.

Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.

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.

Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.

Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.

Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.

Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.

Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.

Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.

Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.

Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.

Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.

Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.

Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.

Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.

Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.

Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.

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.

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.

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.

Coordination

Adjusting actions in relation to others' actions.

Social Perceptiveness

Being aware of others' reactions and understanding why they react as they do.

Reading Comprehension

Understanding written sentences and paragraphs in work related documents.

Critical Thinking

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

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.

Complex Problem Solving

Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Negotiation

Bringing others together and trying to reconcile differences.

Service Orientation

Actively looking for ways to help people.

Active Learning

Understanding the implications of new information for both current and future problem-solving and decision-making.

Systems Analysis

Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.

Systems Evaluation

Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.

Monitoring

Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Instructing

Teaching others how to do something.

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.

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

You might use software like this on the job:

Video creation and editing software

YouTube
Adobe Systems Adobe AfterEffects
Apple QuickTime
Apple Final Cut Express
Apple Final Cut Pro

Data base user interface and query software

LinkedIn
Data entry software
Cision CisionPoint
FileMaker Pro
Google+
Airtable

Web platform development software

JavaScript
Hypertext markup language HTML
Drupal
Cascading Style Sheets CSS
Extensible HyperText Markup Language XHTML
Dynamic hypertext markup language DHTML

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Public Relations Specialists

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