Public Relations Specialist

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.

On the job, you would:

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.

Important Qualities

Interpersonal skills. Public relations specialists deal with the public and the media regularly. They must be open and friendly in order to maintain a favorable image for their organization.

Organizational skills. Public relations specialists are often in charge of managing several events or communications at the same time, which requires excellent skills in coordinating arrangements.

Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.

Speaking skills. Public relations specialists regularly speak on behalf of clients or their organization. When doing so, they must be able to clearly explain the client’s or the organization’s position.

Writing skills. Public relations specialists must be able to write well-organized and clear press releases, speeches, and social media posts. They must be able to grasp key messages and write them in a succinct but engaging way.

Personality

A3	Your Strengths	Importance	Characteristics of this Career
		96%	Attention to Detail - Job requires being careful about detail and thorough in completing work tasks.
		91%	Integrity - Job requires being honest and ethical.
		90%	Initiative - Job requires a willingness to take on responsibilities and challenges.
		89%	Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
		86%	Persistence - Job requires persistence in the face of obstacles.
		84%	Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
		84%	Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
		81%	Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
		80%	Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
		76%	Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
		72%	Self-Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
		68%	Social Orientation - Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
		65%	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.
		65%	Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
		64%	Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
		61%	Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.

A3	Your Strengths	Importance	Strengths
		100%	Enterprising - Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
		67%	Artistic - Work involves creating original visual artwork, performances, written works, food, or music for a variety of media, or applying artistic principles to the design of various objects and materials. Artistic occupations are often associated with visual arts, applied arts and design, performing arts, music, creative writing, media, or culinary art.
		61%	Social - Work involves helping, teaching, advising, assisting, or providing service to others. Social occupations are often associated with social, health care, personal service, teaching/education, or religious activities.

A3	Your Strengths	Importance	Values of the Work Environment
		78%	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.
		78%	Independence - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
		72%	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.
		72%	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.
		61%	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.
		61%	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.

Aptitude

A3	Your Strengths	Importance	Abilities \| Cognitive, Physical, Personality
		81%	Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
		78%	Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
		75%	Speech Clarity - The ability to speak clearly so others can understand you.
		75%	Written Expression - The ability to communicate information and ideas in writing so others will understand.
		75%	Speech Recognition - The ability to identify and understand the speech of another person.
		72%	Written Comprehension - The ability to read and understand information and ideas presented in writing.
		72%	Problem Sensitivity - The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing that there is a problem.
		72%	Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
		69%	Originality - The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
		69%	Fluency of Ideas - The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
		66%	Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
		63%	Near Vision - The ability to see details at close range (within a few feet of the observer).

A3	Your Strengths	Importance	Skills \| Cognitive, Physical, Personality
		61%	Speaking - Talking to others to convey information effectively.
		59%	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.
		59%	Persuasion - Persuading others to change their minds or behavior.
		59%	Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
		59%	Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
		57%	Reading Comprehension - Understanding written sentences and paragraphs in work-related documents.
		57%	Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
		57%	Writing - Communicating effectively in writing as appropriate for the needs of the audience.
		57%	Coordination - Adjusting actions in relation to others' actions.
		55%	Time Management - Managing one's own time and the time of others.
		54%	Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.

Job Details

Responsibilities

Provide educational information to the public.

Collaborate with others in marketing activities.

Coordinate logistics for productions or events.

Develop promotional strategies or plans.

Collaborate with others in marketing activities.

Develop promotional strategies or plans.

Coach others.

Inform viewers, listeners, or audiences.

Promote products, activities, or organizations.

Conduct market research.

Develop promotional strategies or plans.

Write informational material.

Write advertising or promotional material.

Develop promotional strategies or plans.

Edit written materials.

Write informational material.

Write advertising or promotional material.

A3	Your Strengths	Importance	Attributes & Percentage of Time Spent
		99%	Electronic Mail - How often do you use electronic mail in this job?
		96%	Telephone - How often do you have telephone conversations in this job?
		96%	Face-to-Face Discussions - How often do you have to have face-to-face discussions with individuals or teams in this job?
		89%	Time Pressure - How often does this job require the worker to meet strict deadlines?
		88%	Work With Work Group or Team - How important is it to work with others in a group or team in this job?
		86%	Contact With Others - How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
		83%	Indoors, Environmentally Controlled - How often does this job require working indoors in environmentally controlled conditions?
		80%	Importance of Being Exact or Accurate - How important is being very exact or highly accurate in performing this job?
		77%	Frequency of Decision Making - How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?
		76%	Impact of Decisions on Co-workers or Company Results - What results do your decisions usually have on other people or the image or reputation or financial resources of your employer?
		75%	Coordinate or Lead Others - How important is it to coordinate or lead others in accomplishing work activities in this job?
		73%	Structured versus Unstructured Work - To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?
		73%	Spend Time Sitting - How much does this job require sitting?
		71%	Level of Competition - To what extent does this job require the worker to compete or to be aware of competitive pressures?
		70%	Freedom to Make Decisions - How much decision making freedom, without supervision, does the job offer?
		69%	Deal With External Customers - How important is it to work with external customers or the public in this job?
		63%	Responsibility for Outcomes and Results - How responsible is the worker for work outcomes and results of other workers?
		62%	Letters and Memos - How often does the job require written letters and memos?
		54%	Frequency of Conflict Situations - How often are there conflict situations the employee has to face in this job?
		52%	Deal With Unpleasant or Angry People - How frequently does the worker have to deal with unpleasant, angry, or discourteous individuals as part of the job requirements?
		82%	Duration of Typical Work Week - Number of hours typically worked in one week.

A3	Your Strengths	Importance	Tasks & Values
		94%	Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
		94%	Communicating with People Outside the 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.
		93%	Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
		90%	Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
		88%	Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
		86%	Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
		85%	Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
		85%	Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
		82%	Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
		81%	Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
		80%	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.
		78%	Providing Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
		76%	Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.
		74%	Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.
		74%	Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
		73%	Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.
		72%	Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
		67%	Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
		66%	Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
		65%	Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
		61%	Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
		60%	Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
		59%	Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
		57%	Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.
		55%	Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
		51%	Monitoring Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.

What Public Relations Specialists Do

Public relations specialists evaluate advertising and promotion programs.

Public relations specialists create and maintain a positive public image for the individuals, groups, or organizations they represent. They craft media releases and develop social media programs to shape public perception of their clients and to increase awareness of each client’s work and goals.

Duties

Public relations specialists typically do the following:

Write press releases and prepare information for the media
Respond to information requests from the media
Help clients communicate effectively with the public
Draft speeches and arrange interviews for a client's top executives
Evaluate public opinion of clients through social media
Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts
Help maintain their organization’s image and identity

Public relations specialists, also called communications specialists, handle an individual’s, group’s, or organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries and keep the public informed about the activities of government officials and agencies.

Public relations specialists write press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does concerning that issue.

Press releases often are adapted for announcements on social media, in addition to publication through traditional media outlets. Public relations specialists are usually in charge of monitoring and responding to social media questions and concerns.

Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.

Work Environment

Public relations specialists held about 297,100 jobs in 2022. The largest employers of public relations specialists were as follows:

Educational services; state, local, and private	13%
Advertising, public relations, and related services	13
Government	10
Healthcare and social assistance	7
Business, professional, labor, political, and similar organizations	6

Public relations specialists work for a variety of organizations, including schools, media buyers, and professional associations. They usually work in offices, but they also deliver speeches, attend meetings and community activities, and occasionally travel.

Work Schedules

Most public relations specialists work full time. Some work more than 40 hours per week.

Getting Started

Education:

91%

Bachelor's Degree

Master's Degree

How to Become a Public Relations Specialist

Public relations specialists typically need a bachelor’s degree.

Public relations specialists typically need a bachelor’s degree to enter the occupation. Employers may prefer to hire candidates who have studied a particular field, such as communications or business.

Education

Public relations specialists typically need a bachelor’s degree in public relations or another communications field, social science, or business. Through such programs, students may produce a portfolio of work that demonstrates their ability to prospective employers.

Although it is not typically required to enter the occupation, professional certification is preferred by some employers hiring candidates for public relations specialist jobs.

Other Experience

Internships at public relations firms or in the public relations departments of other businesses may be helpful in getting a job as a public relations specialist.

Some employers prefer candidates who have experience in the field through a school newspaper, social media platforms, or blogs, or through a leadership position in school or in their community.

Job Outlook

Employment of public relations specialists is projected to grow 6 percent from 2022 to 2032, faster than the average for all occupations.

About 25,800 openings for public relations specialists are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Employment

Organizations will continue to emphasize community outreach and customer relations as a way to maintain and enhance their reputation and visibility. Public opinion can change quickly, particularly because both good and bad news spread rapidly through the Internet. Consequently, public relations specialists will be needed to respond to news developments and maintain their organization’s reputation.

The use of social media also is expected to create opportunities for public relations specialists as they try to appeal to consumers and the general public in new ways. Public relations specialists will be needed to help their clients use social media effectively.

Contacts for More Information

For more information about public relations specialists, visit

Public Relations Society of America

Public Relations Student Society of America

International Association of Business Communicators

Similar Occupations

This table shows a list of occupations with job duties that are similar to those of public relations specialists.

Occupation	Job Duties	Entry-Level Education	Median Annual Pay, May 2022
Advertising, Promotions, and Marketing Managers	Advertising, promotions, and marketing managers plan programs to generate interest in products or services.	Bachelor's degree	$138,730
Advertising Sales Agents	Advertising sales agents sell advertising space to businesses and individuals.	High school diploma or equivalent	$58,450
Editors	Editors plan, review, and revise content for publication.	Bachelor's degree	$73,080
Market Research Analysts	Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.	Bachelor's degree	$68,230
Meeting, Convention, and Event Planners	Meeting, convention, and event planners arrange all aspects of events and professional gatherings.	Bachelor's degree	$52,560
Public Relations and Fundraising Managers	Public relations managers direct the creation of materials that will enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.	Bachelor's degree	$125,620
Wholesale and Manufacturing Sales Representatives	Wholesale and manufacturing sales representatives sell goods for wholesalers or manufacturers to businesses, government agencies, and other organizations.	See How to Become One	$67,750
Writers and Authors	Writers and authors develop written content for various types of media.	Bachelor's degree	$73,150

Public Relations Specialist

What they do:

On the job, you would:

Important Qualities

Personality

Characteristics of this Career

Strengths

Values of the Work Environment

Aptitude

Abilities | Cognitive, Physical, Personality

Skills | Cognitive, Physical, Personality

Job Details

Attributes & Percentage of Time Spent

Tasks & Values

What Public Relations Specialists Do

Duties

Work Environment

Work Schedules

Getting Started

How to Become a Public Relations Specialist

Education

Other Experience

Job Outlook

Employment

Contacts for More Information

Similar Occupations