Public Relations Specialists

What the job really is

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.

At a glance

• Sector: Arts, Design & Media
• O*NET-SOC code: 27-3031
• O*NET job zone: 4 — considerable preparation
• Work sample tasks on file: 12
• Tools and technologies listed: 12

What you actually do

Work sample tasks recorded for this occupation:

• Respond to requests for information from the media or designate an appropriate spokesperson or information source.
• Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
• Post and update content on the company's Web site and social media outlets.
• 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.
• Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
• Coach client representatives in effective communication with the public or with employees.
• 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.
• Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
• Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
• Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
• Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.

Tools and technology

Adobe Acrobat, Adobe After Effects, Adobe Creative Cloud software, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Apple macOS, Canva, Cascading style sheets CSS, Cisco Webex, Facebook, Google Analytics

What employers expect you to already be comfortable with.

Where this job leads

Related occupations — the usual moves up and sideways:

• Public Relations Managers
• Advertising and Promotions Managers
• Market Research Analysts and Marketing Specialists
• Writers and Authors
• Product Marketing Managers
• Advertising Sales Agents
• Media Programming Directors
• Fundraisers

Getting in

O*NET assigns this occupation job zone 4 (considerable preparation). The related occupations above are the realistic routes in and out.

Find openings

Browse the verified job sources directory, or explore more occupations.

Check this against the source

O*NET OnLine: Public Relations Specialists — the authoritative public-domain profile this page is derived from, including the full task list, reported skills and the wage estimates for your region.

Derived and rewritten from the public-domain O*NET database (U.S. Department of Labor / Employment and Training Administration). Figures are observations, not promises — always confirm salary, licensing and visa requirements with the employer and the relevant authority.