Public Relations Specialists

Career Description: Engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media. May prepare and arrange displays, and make speeches.

Industry: Arts, Design, Entertainment, Sports, and Media

Other Job Titles for Public Relations Specialists:

• 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.
• 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.
• 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.
• 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.
• 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.
• First Interest High-Point: Primary-Rank Descriptiveness
• Second Interest High-Point: Secondary-Cutoff/Rank Descriptiveness
• Third Interest High-Point: Tertiary-Cutoff/Rank Descriptiveness

• Prepare or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports.
• Respond to requests for information from the media or designate another appropriate spokesperson or information source.
• Establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups.
• Plan and direct development and communication of informational programs to maintain favorable public and stockholder perceptions of an organization's accomplishments and agenda.
• Confer with production and support personnel to produce or coordinate production of advertisements and promotions.
• Arrange public appearances, lectures, contests, or exhibits for clients to increase product and service awareness and to promote goodwill.
• Study the objectives, promotional policies and needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products and services.
• Confer with other managers to identify trends and key group interests and concerns or to provide advice on business decisions.
• Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
• Coach client representatives in effective communication with the public and with employees.
• Prepare and deliver speeches to further public relations objectives.
• Purchase advertising space and time as required to promote client's product or agenda.
• Plan and conduct market and public opinion research to test products or determine potential for product success, communicating results to client or management.
• Furnish information concerning plays to scoreboard operators.
• Develop ideas for programs and features that a station could produce.
• Participate in the planning and execution of fundraising activities.
• Review information about programs and schedules to ensure accuracy and provide such information to local media outlets.
• Read news, read or record public service and promotional announcements, or perform other on-air duties.
• Operate and maintain on-air and production audio equipment.
• Direct setup of remote facilities and install or cancel programs at remote stations.
• Cue announcers, actors, performers, and guests.
• Conduct interviews for broadcasts.
• Act as a liaison between talent and directors, providing information that performers or guests need to prepare for appearances and communicating relevant information from guests, performers, or staff to directors.
• Obtain rights to scripts or to such items as existing video footage.
• License the use of photographs through stock photo agencies.
• Mount, frame, laminate, or lacquer finished photographs.
• Photograph legal evidence at crime scenes, in hospitals, or in forensic laboratories.

Emerging Tasks

• Select and play appropriate music for the crowd.
• Set up and test various equipment, including sound equipment, before each event.
• Practice musical instrument performances and listen to recordings, individually or in rehearsal with other musicians, to master individual pieces of music and to maintain and improve skills.
• Store, pack, and maintain inventory records of props, products, and display items.
• Supervise and train staff members on daily tasks such as visual merchandising.
• Teach artistic techniques to children and adults.
• Monitor the academic eligibility of student athletes.
• Oversee the development and management of the sports program budget and fundraising activities.
• Perform activities that support a team or a specific sport, such as participating in community outreach activities, meeting with media representatives, and appearing at fundraising events.
• Provide training direction, encouragement, motivation, and nutritional advice to prepare athletes for games, competitive events, and/or tours.
• Teach instructional courses and advise students.

• Analyzing Data or Information: Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
• Assisting and Caring for Others: Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.
• Coaching and Developing Others: Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
• Communicating with Persons Outside 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.
• Communicating with Supervisors, Peers, or Subordinates: Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Controlling Machines and Processes: Using either control mechanisms or direct physical activity to operate machines or processes (not including computers or vehicles).
• Coordinating the Work and Activities of Others: Getting members of a group to work together to accomplish tasks.
• Developing and Building Teams: Encouraging and building mutual trust, respect, and cooperation among team members.
• Developing Objectives and Strategies: Establishing long-range objectives and specifying the strategies and actions to achieve them.
• Documenting/Recording Information: Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
• Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment: Providing documentation, detailed instructions, drawings, or specifications to tell others about how devices, parts, equipment, or structures are to be fabricated, constructed, assembled, modified, maintained, or used.
• Establishing and Maintaining Interpersonal Relationships: Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Estimating the Quantifiable Characteristics of Products, Events, or Information: Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
• Evaluating Information to Determine Compliance with Standards: Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
• Getting Information: Observing, receiving, and otherwise obtaining information from all relevant sources.
• Guiding, Directing, and Motivating Subordinates: Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
• Handling and Moving Objects: Using hands and arms in handling, installing, positioning, and moving materials, and manipulating things.
• Identifying Objects, Actions, and Events: Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
• Inspecting Equipment, Structures, or Material: Inspecting equipment, structures, or materials to identify the cause of errors or other problems or defects.
• Interacting With Computers: Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Interpreting the Meaning of Information for Others: Translating or explaining what information means and how it can be used.
• Judging the Qualities of Things, Services, or People: Assessing the value, importance, or quality of things or people.
• Making Decisions and Solving Problems: Analyzing information and evaluating results to choose the best solution and solve problems.
• Monitor Processes, Materials, or Surroundings: Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
• Monitoring and Controlling Resources: Monitoring and controlling resources and overseeing the spending of money.
• Operating Vehicles, Mechanized Devices, or Equipment: Running, maneuvering, navigating, or driving vehicles or mechanized equipment, such as forklifts, passenger vehicles, aircraft, or water craft.
• Organizing, Planning, and Prioritizing Work: Developing specific goals and plans to prioritize, organize, and accomplish your work.
• Performing Administrative Activities: Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
• 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.
• Performing General Physical Activities: Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling of materials.
• Processing Information: Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
• Provide Consultation and Advice to Others: Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
• Repairing and Maintaining Electronic Equipment: Servicing, repairing, calibrating, regulating, fine-tuning, or testing machines, devices, and equipment that operate primarily on the basis of electrical or electronic (not mechanical) principles.
• Repairing and Maintaining Mechanical Equipment: Servicing, repairing, adjusting, and testing machines, devices, moving parts, and equipment that operate primarily on the basis of mechanical (not electronic) principles.
• Resolving Conflicts and Negotiating with Others: Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
• Scheduling Work and Activities: Scheduling events, programs, and activities, as well as the work of others.
• Selling or Influencing Others: Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
• Staffing Organizational Units: Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
• Thinking Creatively: Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Training and Teaching Others: Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
• Updating and Using Relevant Knowledge: Keeping up-to-date technically and applying new knowledge to your job.

Detailed Work Activities

• access media advertising services
• advise clients or customers
• assemble advertising displays
• communicate visually or verbally
• conduct market research
• conduct training for personnel
• confer with other departmental heads to coordinate activities
• coordinate production materials, activities or processes
• design advertising layouts
• develop plans for programs or projects
• direct and coordinate activities of workers or staff
• discuss advertising strategies
• edit written material
• ensure correct grammar, punctuation, or spelling
• establish and maintain relationships with community organizations
• identify potential markets
• maintain awareness of social trends
• maintain cooperative relationships with clients
• maintain relationships with agency personnel or community organizations
• make presentations
• monitor consumer or marketing trends
• plan meetings or conferences
• prepare reports for management
• provide customer service
• use knowledge of written communication in sales work
• use public speaking techniques
• use sales techniques
• use word processing or desktop publishing software
• write sales or informational speeches
• use film production techniques
• use negotiation techniques
• write story copy
• use film production techniques
• use graphic arts techniques
• use knowledge of multi-media technology
• use object-oriented computer programming techniques
• use oral or written communication techniques
• use project management techniques
• use word processing or desktop publishing software
• write story copy
• weld together metal parts, components, or structures
• use computer graphics design software
• use creativity in graphics
• use graphic arts techniques
• use knowledge of multi-media technology
• use library or online Internet research techniques
• use oral or written communication techniques
• use public speaking techniques
• use stage lighting controls or instruments

Overall Experience
A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Education
Most of these occupations require a four - year bachelor's degree, but some do not.

Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, human resource managers, computer programmers, teachers, chemists, and police detectives.

• Average hourly wage (2007) -$23.94
• Average annual wage (2007) - $49,800.00

• Projected growth (2006-2016): 17.62%
• Projected need (2006-2016): 42,870
• Employment (2006): 243,275

• Advertising Sales Agents
• Demonstrators and Product Promoters
• Market Research Analysts
• Real Estate Sales Agents
• Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products
• Sales Representatives, Wholesale and Manufacturing, Technical and Scientific Products
• Wholesale and Retail Buyers, Except Farm Products
• Reporters and Correspondents
• Singers
• Technical Writers