Public Relations Specialists

Description

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.

Tasks

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

Skills

Equipment Selection
Determining the kind of tools and equipment needed to do a job.
Installation
Installing equipment, machines, wiring, or programs to meet specifications.
Operation and Control
Controlling operations of equipment or systems.
Equipment Maintenance
Performing routine maintenance on equipment and determining when and what kind of maintenance is needed.
Troubleshooting
Determining causes of operating errors and deciding what to do about it.
Repairing
Repairing machines or systems using the needed tools.
Quality Control Analysis
Conducting tests and inspections of products, services, or processes to evaluate quality or performance.

Abilities

Trunk Strength
The ability to use your abdominal and lower back muscles to support part of the body repeatedly or continuously over time without 'giving out' or fatiguing.
Speed of Limb Movement
The ability to quickly move the arms and legs.
Wrist-Finger Speed
The ability to make fast, simple, repeated movements of the fingers, hands, and wrists.
Reaction Time
The ability to quickly respond (with the hand, finger, or foot) to a signal (sound, light, picture) when it appears.
Rate Control
The ability to time your movements or the movement of a piece of equipment in anticipation of changes in the speed and/or direction of a moving object or scene.
Response Orientation
The ability to choose quickly between two or more movements in response to two or more different signals (lights, sounds, pictures). It includes the speed with which the correct response is started with the hand, foot, or other body part.
Multilimb Coordination
The ability to coordinate two or more limbs (for example, two arms, two legs, or one leg and one arm) while sitting, standing, or lying down. It does not involve performing the activities while the whole body is in motion.
Control Precision
The ability to quickly and repeatedly adjust the controls of a machine or a vehicle to exact positions.
Manual Dexterity
The ability to quickly move your hand, your hand together with your arm, or your two hands to grasp, manipulate, or assemble objects.
Sound Localization
The ability to tell the direction from which a sound originated.

Work Activities

Staffing Organizational Units
Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
Operating Vehicles, Mechanized Devices, or Equipment
Running, maneuvering, navigating, or driving vehicles or mechanized equipment, such as forklifts, passenger vehicles, aircraft, or water craft.

Interests

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.
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.
Conventional
Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Investigative
Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
Realistic
Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.

Work Style

Dependability
Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Attention to Detail
Job requires being careful about detail and thorough in completing work tasks.
Adaptability/Flexibility
Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Integrity
Job requires being honest and ethical.
Independence
Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
Initiative
Job requires a willingness to take on responsibilities and challenges.
Stress Tolerance
Job requires accepting criticism and dealing calmly and effectively with high stress situations.
Self Control
Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
Cooperation
Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Achievement/Effort
Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

Work Values

Achievement
Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
Independence
Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Working Conditions
Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Relationships
Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
Recognition
Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
Support
Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Lay Titles

Account Executive
Account Supervisor
Audience Coordinator
Campaign Manager
Communications Director
Communications Manager
Community Relations Manager
Concert Promoter
Consumer Advocate
Corporate Communications Director
Event Promoter
Image Consultant
Information and Communications Specialist
Information Specialist
Lobbyist
Marketing Director
Media Outreach Coordinator
Media Planner
Media Relations Specialist
Motivational Speaker
Music Publicist
Political Advisor
Political Aide
Press Agent
Press Secretary
Promotion Specialist
Public Affairs Officer
Public Affairs Specialist
Public Information Officer
Public Relations Account Executive
Public Relations Assistant
Public Relations Consultant
Public Relations Coordinator
Public Relations Counselor
Public Relations Officer
Public Relations Representative
Public Relations Specialist (PR Specialist)
Publications Manager
Publicist
Publicity Agent
Publicity Consultant
Publicity Expert
Publicity Person
Publicity Writer
Relationship Manager
Service Promoter Salesperson
Shelter Advocate
Speech Writer
Sports Information Director

National Wages and Employment Info

Median Wages (2008):
$26.04 hourly, $54,170 annual.
Employment (2008):
201,280 employees