Occupation AtlasPublic Relations Specialists
O*NET · 27-3031.00
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.
55 more
Concert Promoter · Consumer Advocate · Content Marketing Specialist · Content Specialist · Content Strategist · Corporate Communications Specialist · Customer Specialist · Digital Communications Specialist · Environmental Communications Specialist · Event Promoter · Image Consultant · Information and Communications Specialist · Information Specialist · Internal Communications Specialist · Lobbyist · Marketing Communications Coordinator · Marketing Communications Specialist · Marketing Coordinator · Media Buyer · Media Planner · Media Relations Specialist · Media Specialist · Motivational Speaker · Music Publicist · Political Advisor · Political Aide · PR Consultant · PR Coordinator · PR Counselor · PR Officer · PR Rep · PR Specialist · Press Agent · Press Secretary · Promotion Specialist · Public Affairs Officer · Public Affairs Specialist · Public Information Officer · Public Information Specialist · Public Relations Consultant (PR Consultant) · Public Relations Coordinator (PR Coordinator) · Public Relations Counselor (PR Counselor) · Public Relations Officer (PR Officer) · Public Relations Representative (PR Rep) · Public Relations Specialist (PR Specialist) · Publicist · Publicity Agent · Publicity Consultant · Publicity Expert · Publicity Person · Publicity Writer · Service Promoter Salesperson · Speech Writer · Student Ambassador · Sustainability Communicator
Compare with another occupationCompare with Rehabilitation Counselors
Job Zone
- 1
- 2
- 3
- 4
- 5
Zone 4: Considerable Preparation Needed
Considerable preparation. Usually a bachelor's degree plus several years of work-related experience, knowledge, or training.
Job Zone is O*NET's rating of how much education, experience and training an occupation typically needs — a property of the work, not of anyone doing it.
Occupational interest profile
EASEnterprising · Artistic · Social — the three strongest interests, in order
- E Enterprising5.82
- A Artistic4.68
- S Social3.94
- C Conventional3.45
- I Investigative2.72
- R Realistic1.00
RIASEC (Holland) interests on O*NET's 0–7 scale: what the work draws on, not what any individual prefers. Hover a row for what each dimension means.
Education and experience
The education level respondents say the job requires, and the most common answer for experience and training.
- Related work experience
- Over 2 years, up to and including 4 years (32%)
- On-site or in-plant training
- None (50%)
- On-the-job training
- Over 1 month, up to and including 3 months (27%)
Typically associated skills
All 35 O*NET skills, most important first. Importance (1–5) says how much a skill matters here; level (0–7) says how much of it the work calls for, with O*NET's example of a nearby level. Neither is a proficiency rating of a person.
- SpeakingbasicImportance 4.1Level 4.3Level 4 looks like: Interview applicants to obtain personal and work history
- Active ListeningbasicImportance 4.1Level 4.1Level 4 looks like: Answer inquiries regarding credit references
- Social PerceptivenessImportance 4.0Level 4.1Level 4 looks like: Be aware of how a coworker's promotion will affect a work group
- Reading ComprehensionbasicImportance 4.0Level 4.0Level 4 looks like: Understand an email from management describing new personnel policies
- WritingbasicImportance 4.0Level 4.0Level 4 looks like: Write an email to staff outlining new directives
- Critical ThinkingbasicImportance 3.9Level 4.1Level 4 looks like: Evaluate customer complaints and determine appropriate responses
- CoordinationImportance 3.9Level 4.0Level 4 looks like: Work with others to put a new roof on a house
- Time ManagementImportance 3.9Level 3.9Level 4 looks like: Allocate the time of subordinates to projects for the coming week
- PersuasionImportance 3.8Level 4.1Level 4 looks like: Convince a supervisor to purchase new office equipment
- Judgment and Decision MakingImportance 3.5Level 4.0Level 4 looks like: Evaluate a loan application for degree of risk
- Active LearningbasicImportance 3.4Level 3.8Level 4 looks like: Determine the impact of new menu changes on a restaurant's purchasing requirements
- Complex Problem SolvingImportance 3.4Level 3.5Level 4 looks like: Redesign a floor layout to take advantage of new manufacturing techniques
Show the other 23
- NegotiationImportance 3.3Level 3.4Level 4 looks like: Contract with a wholesaler to sell items at a given cost
- Systems EvaluationImportance 3.3Level 3.4Level 4 looks like: Identify the reasons why a client might be unhappy with a product
- Service OrientationImportance 3.1Level 3.1Level 4 looks like: Make flight reservations for customers using an online booking site
- Systems AnalysisImportance 3.1Level 3.1Level 4 looks like: Determine how a new piece of equipment will affect production rates
- MonitoringbasicImportance 3.0Level 3.5Level 4 looks like: Monitor a meeting and revise the agenda to ensure important topics are discussed
- InstructingImportance 3.0Level 3.0Level 2 looks like: Instruct a new employee in the use of a timekeeping system
- Learning StrategiesbasicImportance 2.9Level 3.1Level 4 looks like: Identify an alternative approach to help trainees who are having difficulties
- Operations AnalysisImportance 2.8Level 2.9Level 2 looks like: Select a printer for an office
- Management of Personnel ResourcesImportance 2.6Level 2.8Level 2 looks like: Encourage a coworker who is having difficulty finishing a project
- MathematicsbasicImportance 2.0Level 2.0Level 2 looks like: Count the amount of change to be given to a customer
- Management of Financial ResourcesImportance 1.9Level 1.8Level 2 looks like: Use available funds to buy office supplies and record the amount of the purchase
- Management of Material ResourcesImportance 1.8Level 1.5Level 2 looks like: Reserve a room for a management meeting
- Technology DesignImportance 1.8Level 1.4Level 2 looks like: Adjust exercise equipment for use by a customer
- Operations MonitoringImportance 1.6Level 0.6
- SciencebasicImportance 1.5Level 0.5
- ProgrammingImportance 1.4Level 0.5
- Quality Control AnalysisImportance 1.4Level 0.5
- Equipment MaintenanceImportance 1.0Level —
- Equipment SelectionImportance 1.0Level —
- InstallationImportance 1.0Level —
- Operation and ControlImportance 1.0Level —
- RepairingImportance 1.0Level —
- TroubleshootingImportance 1.0Level —
Tasks
15 core · 3 supplementalWhat people in this occupation do, as O*NET records it, core tasks first by importance (1–5).
- Respond to requests for information from the media or designate an appropriate spokesperson or information source.Importance 4.6
- Write press releases or other media communications to promote clients.Importance 4.4
- Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.Importance 4.4
- Post and update content on the company's Web site and social media outlets.Importance 4.4
- Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.Importance 4.2
- Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.Importance 4.2
- 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.Importance 4.1
- Coach client representatives in effective communication with the public or with employees.Importance 4.1
- Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.Importance 3.9
- Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.Importance 3.9
- Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.Importance 3.8
- Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.Importance 3.8
Show the other 6
- Confer with production or support personnel to produce or coordinate production of advertisements or promotions.Importance 3.5
- Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.Importance 3.4
- Prepare or deliver speeches to further public relations objectives.Importance 3.4
- Coordinate public responses to environmental management incidents or conflicts.Importance 3.6
- Purchase advertising space or time as required to promote client's product or agenda.Importance 2.8
- Develop marketing campaigns for environmental technologies or services.Importance 2.8
Knowledge
Bodies of knowledge the work draws on.
- Communications and MediaImportance 4.9Level 6.2Level 7 looks like: Write a novel
- English LanguageImportance 4.7Level 5.3Level 4 looks like: Edit an article for a news website
- Administration and ManagementImportance 4.0Level 4.4Level 4 looks like: Monitor progress of a project to ensure timely completion
- Customer and Personal ServiceImportance 4.0Level 5.8
- Sales and MarketingImportance 3.9Level 5.7
- Computers and ElectronicsImportance 3.5Level 3.8Level 4 looks like: Use a computer to format a document
- AdministrativeImportance 3.0Level 4.7Level 4 looks like: Type 30 words per minute
- Education and TrainingImportance 2.8Level 3.5Level 4 looks like: Lead a quality improvement seminar
Show all 33
- Personnel and Human ResourcesImportance 2.8Level 3.9Level 4 looks like: Interview applicants for an administrative position
- PsychologyImportance 2.6Level 2.8
- Sociology and AnthropologyImportance 2.6Level 3.6Level 4 looks like: Write an article about cultural differences
- Economics and AccountingImportance 2.3Level 2.1Level 1 looks like: Answer billing questions from credit card customers
- DesignImportance 2.2Level 2.0Level 1 looks like: Draw a straight line 4 3/16 inches long
- GeographyImportance 2.2Level 2.7
- Law and GovernmentImportance 2.2Level 2.3Level 1 looks like: Describe the length of a U.S. presidential term
- MathematicsImportance 2.2Level 2.9
- TelecommunicationsImportance 2.2Level 1.4Level 1 looks like: Send an email
- Philosophy and TheologyImportance 1.9Level 1.9Level 1 looks like: Watch a TV show on family values
- Production and ProcessingImportance 1.9Level 1.8Level 1 looks like: Put a computer back into its packing materials
- Public Safety and SecurityImportance 1.9Level 1.3Level 1 looks like: Use a seatbelt
- Foreign LanguageImportance 1.8Level 1.6Level 1 looks like: Say "please" and "thank you" in a foreign language
- History and ArcheologyImportance 1.7Level 1.4Level 1 looks like: Take a class in US history
- Fine ArtsImportance 1.6Level 1.1Level 1 looks like: Attend a popular music concert
- TransportationImportance 1.5Level 0.8Level 1 looks like: Ride a train to work
- Engineering and TechnologyImportance 1.3Level —
- Therapy and CounselingImportance 1.3Level 0.7Level 1 looks like: Put ice on a sprained ankle
- BiologyImportance 1.2Level —
- Building and ConstructionImportance 1.1Level —
- ChemistryImportance 1.1Level —
- Food ProductionImportance 1.1Level —
- MechanicalImportance 1.1Level —
- Medicine and DentistryImportance 1.1Level —
- PhysicsImportance 1.1Level —
Abilities
Enduring capacities the work calls for.
- Oral ComprehensionImportance 4.3Level 4.3Level 4 looks like: Understand a coach's oral instructions for a sport
- Oral ExpressionImportance 4.1Level 4.3Level 4 looks like: Give instructions to a lost motorist
- Speech ClarityImportance 4.0Level 4.0Level 4 looks like: Make stadium-wide announcements during a sporting event
- Speech RecognitionImportance 4.0Level 4.0Level 4 looks like: Identify a former customer's voice over the phone
- Written ExpressionImportance 4.0Level 4.3Level 4 looks like: Write a job recommendation for a subordinate
- Deductive ReasoningImportance 3.9Level 4.0Level 5 looks like: Decide what factors to consider in selecting stocks
- Problem SensitivityImportance 3.9Level 4.1Level 4 looks like: Notice from a subtle difference in a client's mood that something is bothering them
- Written ComprehensionImportance 3.9Level 4.1Level 4 looks like: Understand an apartment lease
Show all 52
- Fluency of IdeasImportance 3.8Level 4.0Level 4 looks like: Think of as many ideas as possible for the name of a new company
- OriginalityImportance 3.8Level 3.9Level 4 looks like: Redesign job tasks to be interesting for employees
- Inductive ReasoningImportance 3.6Level 3.8Level 4 looks like: Determine the prime suspect based on crime scene evidence
- Near VisionImportance 3.5Level 3.6
- Category FlexibilityImportance 3.0Level 3.0Level 3 looks like: Classify flowers according to size, color, and smell
- Information OrderingImportance 3.0Level 3.0Level 2 looks like: Follow the correct steps to make change
- Selective AttentionImportance 2.9Level 2.8Level 2 looks like: Answer a business call with coworkers talking nearby
- Time SharingImportance 2.9Level 2.6Level 3 looks like: Watch street signs while driving at 30 miles an hour
- VisualizationImportance 2.6Level 2.5Level 2 looks like: Imagine how to place paper in a printer so that the letterhead comes out on top
- Far VisionImportance 2.5Level 2.4Level 2 looks like: Read a roadside billboard
- Flexibility of ClosureImportance 2.4Level 2.3Level 2 looks like: Detect that your phone is ringing while at a concert
- MemorizationImportance 2.3Level 2.3Level 1 looks like: Remember the number on your bus to be sure you get back on the right one
- Number FacilityImportance 2.1Level 2.1Level 3 looks like: Calculate a discounted price
- Speed of ClosureImportance 2.1Level 2.1Level 3 looks like: Recognize a song after hearing only the first few notes
- Auditory AttentionImportance 2.0Level 1.9Level 2 looks like: Listen to a lecture while people nearby are talking
- Mathematical ReasoningImportance 2.0Level 2.1Level 1 looks like: Determine how much 20 oranges will cost when they are priced at 5 for 4 dollars
- Perceptual SpeedImportance 2.0Level 2.0Level 2 looks like: Sort mail according to ZIP codes with no time pressure
- Visual Color DiscriminationImportance 2.0Level 1.8Level 1 looks like: Separate laundry into colors and whites
- Hearing SensitivityImportance 1.8Level 1.4Level 2 looks like: Notice a doorbell ringing
- Finger DexterityImportance 1.6Level 1.0Level 2 looks like: Put coins in a parking meter
- Trunk StrengthImportance 1.6Level 1.0Level 2 looks like: Sit up in an office chair
- Depth PerceptionImportance 1.4Level 0.4
- Wrist-Finger SpeedImportance 1.4Level 0.5
- Extent FlexibilityImportance 1.1Level —
- Arm-Hand SteadinessImportance 1.0Level —
- Control PrecisionImportance 1.0Level —
- Dynamic FlexibilityImportance 1.0Level —
- Dynamic StrengthImportance 1.0Level —
- Explosive StrengthImportance 1.0Level —
- Glare SensitivityImportance 1.0Level —
- Gross Body CoordinationImportance 1.0Level —
- Gross Body EquilibriumImportance 1.0Level —
- Manual DexterityImportance 1.0Level —
- Multilimb CoordinationImportance 1.0Level —
- Night VisionImportance 1.0Level —
- Peripheral VisionImportance 1.0Level —
- Rate ControlImportance 1.0Level —
- Reaction TimeImportance 1.0Level —
- Response OrientationImportance 1.0Level —
- Sound LocalizationImportance 1.0Level —
- Spatial OrientationImportance 1.0Level —
- Speed of Limb MovementImportance 1.0Level —
- StaminaImportance 1.0Level —
- Static StrengthImportance 1.0Level —
Work activities
Kinds of activity the work is made of.
- Communicating with People Outside the OrganizationImportance 4.8Level 6.7Level 7 looks like: Prepare or deliver press releases
- Communicating with Supervisors, Peers, or SubordinatesImportance 4.8Level 6.2Level 7 looks like: Create and deliver a presentation on a company's internal policies
- Getting InformationImportance 4.7Level 5.3Level 4 looks like: Review a budget
- Establishing and Maintaining Interpersonal RelationshipsImportance 4.6Level 6.2Level 7 looks like: Gain cooperation from a diverse group of executives with competing interests
- Developing Objectives and StrategiesImportance 4.5Level 5.2Level 4 looks like: Develop the plan to complete the merger of two organizations over a 3-year period
- Thinking CreativelyImportance 4.5Level 5.1Level 4 looks like: Adapt popular music for a high school marching band
- Making Decisions and Solving ProblemsImportance 4.4Level 5.2Level 4 looks like: Select the location for a major retail store
- Organizing, Planning, and Prioritizing WorkImportance 4.4Level 6.0Level 7 looks like: Prioritize and plan multiple tasks several months ahead
Show all 41
- Updating and Using Relevant KnowledgeImportance 4.3Level 4.9Level 4 looks like: Keep current on changes in maintenance procedures for repairing sports cars
- Performing for or Working Directly with the PublicImportance 4.2Level 5.3Level 4 looks like: Sell shoes in a crowded shoe store
- Working with ComputersImportance 4.2Level 3.3Level 4 looks like: Write software for keeping track of parts in inventory
- Interpreting the Meaning of Information for OthersImportance 4.1Level 4.6Level 4 looks like: Interpret how foreign tax laws apply to U.S. exports
- Providing Consultation and Advice to OthersImportance 4.1Level 5.6
- Coordinating the Work and Activities of OthersImportance 4.0Level 5.2Level 4 looks like: Organize the cleanup crew after a major sporting event
- Identifying Objects, Actions, and EventsImportance 4.0Level 4.4Level 4 looks like: Judge the suitability of food products for an event
- Developing and Building TeamsImportance 3.9Level 4.2Level 4 looks like: Lead an assembly team in an automobile plant
- Selling or Influencing OthersImportance 3.9Level 5.0Level 4 looks like: Make a sales pitch to convince others to buy a product
- Resolving Conflicts and Negotiating with OthersImportance 3.7Level 4.8Level 4 looks like: Get two subordinates to agree about vacation schedules
- Coaching and Developing OthersImportance 3.6Level 4.8Level 4 looks like: Provide on-the-job training for administrative workers
- Scheduling Work and ActivitiesImportance 3.6Level 5.0Level 4 looks like: Prepare the work schedule for salesclerks in a large retail store
- Analyzing Data or InformationImportance 3.5Level 4.1Level 4 looks like: Determine the interest cost to finance a new building
- Guiding, Directing, and Motivating SubordinatesImportance 3.4Level 4.3Level 4 looks like: Manage a small team of employees in a dynamic workplace
- Processing InformationImportance 3.4Level 3.5Level 4 looks like: Calculate the adjustments for insurance claims
- Monitoring and Controlling ResourcesImportance 3.3Level 4.4Level 4 looks like: Work as a chef responsible for ordering food for the menu
- Training and Teaching OthersImportance 3.2Level 4.1Level 4 looks like: Teach a social sciences course to high school students
- Monitoring Processes, Materials, or SurroundingsImportance 3.1Level 3.1Level 4 looks like: Test electrical circuits
- Documenting/Recording InformationImportance 3.0Level 3.1Level 4 looks like: Document the results of a crime scene investigation
- Evaluating Information to Determine Compliance with StandardsImportance 3.0Level 2.8
- Performing Administrative ActivitiesImportance 3.0Level 3.7Level 4 looks like: Complete tax forms for a small business
- Assisting and Caring for OthersImportance 2.7Level 2.9
- Estimating the Quantifiable Characteristics of Products, Events, or InformationImportance 2.6Level 2.6
- Judging the Qualities of Objects, Services, or PeopleImportance 2.6Level 2.7
- Staffing Organizational UnitsImportance 2.6Level 3.7Level 4 looks like: Interview candidates for a sales position and make hiring recommendations
- Handling and Moving ObjectsImportance 1.6Level 1.6Level 1 looks like: Change settings on copy machines
- Performing General Physical ActivitiesImportance 1.6Level 1.1Level 1 looks like: Walk between workstations in a small office
- Controlling Machines and ProcessesImportance 1.4Level 0.7Level 1 looks like: Operate a cash register
- Drafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentImportance 1.4Level 0.7Level 1 looks like: Specify the lighting for a work area
- Operating Vehicles, Mechanized Devices, or EquipmentImportance 1.4Level 0.8Level 1 looks like: Drive a car
- Inspecting Equipment, Structures, or MaterialsImportance 1.3Level —
- Repairing and Maintaining Electronic EquipmentImportance 1.2Level —
- Repairing and Maintaining Mechanical EquipmentImportance 1.1Level —
Work context
The conditions most characteristic of the work, on O*NET's 1–5 context scale.
Technology
70 toolsSoftware used in this work. In demand: among the tools job postings for this occupation name most. Hot: often named in job postings across the economy.
In demand (10)
- Adobe Creative Cloud softwarehot
- Adobe InDesignhot
- Adobe Photoshophot
- Canvahot
- Microsoft Excelhot
- Microsoft Office softwarehot
- Microsoft Outlookhot
- Microsoft PowerPointhot
- Microsoft SharePointhot
- WordPresshot
Hot (16; 10 more marked hot above)
- Adobe Acrobat
- Adobe After Effects
- Adobe Illustrator
- Apple macOS
- Cascading style sheets CSS
- Cisco Webex
- Google Analytics
- Google Docs
- HubSpot software
- Hypertext markup language HTML
- JavaScript
- Marketo Marketing Automation
- Microsoft Project
- Microsoft Word
- Salesforce software
Other tools (44)
- 3M Post-it App
- Adobe Acrobat Reader
- Adobe Acrobat Writer
- Adobe ActionScript
- Adobe Dreamweaver
- Airtable
- Apple Final Cut Express
- Apple Final Cut Pro
- Apple iPhoto
- Apple Keynote
- Apple QuickTime
- Blackbaud The Raiser's Edge
- Blogging software
- Cision CisionPoint
- Drupal
- Dynamic hypertext markup language DHTML
- Extensible hypertext markup language XHTML
- FileMaker Pro
- Google Ads
- Google Drive
- Google Slides
- JamBoard
- LexisNexis
- LogMeIn GoToWebinar
- Mentimeter
- Microsoft Dynamics
- Microsoft Publisher
- Myspace
- Nearpod
- Oracle Business Intelligence Discoverer
- Oracle Eloqua
- ParentSquare
- Podcasting software
- Slido interaction software
- SmugMug Flickr
- Social media sites
- Web browser software
- Website management software
- Wireshark
- YouTube
Related occupations
O*NET's own list of the occupations most related to this one, closest first.
ESCO equivalents
From the official ESCO–O*NET crosswalk, strongest match first. A broader occupation takes in this one; a narrower one is a part of it.
Closest occupations
Compare any occupation →Other O*NET occupations whose importance ratings on the 35 skills both rate are nearest to this one's, with the biggest differences named. A plain rule, not a hidden score.
Rehabilitation Counselors
Average difference 0.2 points · Monitoring +1.1, Service Orientation +0.9
O*NET · Zone 5 · Compare
Labor Relations Specialists
Average difference 0.2 points · Operations Analysis −1.0, Negotiation +0.8
O*NET · Zone 4 · Compare
Fundraisers
Average difference 0.2 points · Management of Financial Resources +1.1, Mathematics +1.0
O*NET · Zone 4 · Compare
Agents and Business Managers of Artists, Performers, and Athletes
Average difference 0.2 points · Operations Analysis −1.0, Systems Evaluation −0.8
O*NET · Zone 4 · Compare
Public Relations Managers
Average difference 0.2 points · Management of Financial Resources +0.9, Operation and Control +0.8
O*NET · Zone 4 · Compare
Advertising and Promotions Managers
Average difference 0.2 points · Management of Material Resources +1.0, Management of Financial Resources +0.9
O*NET · Zone 4 · Compare
Healthcare Social Workers
Average difference 0.2 points · Science +1.1, Service Orientation +1.0
O*NET · Zone 5 · Compare
Talent Directors
Average difference 0.2 points · Systems Evaluation −0.9, Writing −0.7
O*NET · Zone 4 · Compare
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This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license; O*NET® is a trademark of USDOL/ETA. ESCO occupations and skills are from the European Commission's ESCO classification, and the occupation crosswalk is the official ESCO–O*NET mapping by the ESCO Secretariat with USDOL/ETA. This service uses the ESCO classification of the European Commission. BlissPoint Analytics has modified all or some of this information: skill, task and descriptor ratings are rounded to one decimal, and ESCO occupations show Job Zone and interests copied from a crosswalked O*NET occupation. USDOL/ETA has not approved, endorsed, or tested these modifications.