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.
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.
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.
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.
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.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
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.