Public Relations Specialists

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About the Job

Engage in promoting or creating an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media.

It is also Called

  • Sustainability Communicator
  • Sports Information Director
  • Speech Writer
  • Shelter Advocate
  • Service Promoter Salesperson
  • Relationship Manager
  • Publicity Writer
  • Publicity Person
  • Publicity Expert
  • Publicity Consultant
show all

What They Do

  • Purchase advertising space or time as required to promote client's product or agenda.
  • Develop marketing campaigns for environmental technologies or services.
  • Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
  • Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
  • Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
  • Prepare or deliver speeches to further public relations objectives.
  • Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.
  • Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
  • Coordinate public responses to environmental management incidents or conflicts.
  • Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.

Interests

People who work in this occupation generally have the interest code: ESC.

This means people who work in this occupation generally have Enterprising interests, but also prefer Social and Conventional environments.

Work Values

People who work in this occupation generally prize Achievement, but also value Independence and Working Conditions in their jobs.

Things They Need to Know

  • 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.
  • English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
  • 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.

Things They Need to Be Able to Do

  • 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.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.
  • Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
  • Coordination - Adjusting actions in relation to others' actions.
  • Time Management - Managing one's own time and the time of others.
  • Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.



Pennsylvania Department of Education