Occupation · SOC 27-3031
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.
Median wage
$69,780
$40,750–$129,480
Projected growth
+4.8%
Average growth
Annual openings
1,500
per year
Employed (US)
280,590
Job Zone 4
Typical preparation
Considerable preparation
Stackable credential programs
678 mapped
Core skills
SpeakingActive ListeningWritingSocial PerceptivenessReading ComprehensionTime ManagementCritical ThinkingCoordinationPersuasionJudgment and Decision MakingComplex Problem SolvingActive LearningSystems EvaluationNegotiationSystems AnalysisService OrientationMonitoringInstructingLearning StrategiesOperations AnalysisManagement of Personnel ResourcesMathematicsManagement of Financial ResourcesTechnology DesignManagement of Material ResourcesOperations MonitoringScienceQuality Control AnalysisProgrammingTroubleshootingRepairingOperation and ControlInstallationEquipment SelectionEquipment Maintenance
Knowledge areas
Communications and MediaEnglish LanguageCustomer and Personal ServiceAdministration and ManagementSales and MarketingComputers and ElectronicsAdministrativePersonnel and Human ResourcesEducation and TrainingSociology and AnthropologyPsychologyEconomics and AccountingTelecommunicationsMathematicsLaw and GovernmentGeographyDesignPhilosophy and TheologyPublic Safety and SecurityProduction and ProcessingForeign LanguageHistory and ArcheologyFine ArtsTransportationTherapy and CounselingEngineering and TechnologyBiologyPhysicsMechanicalBuilding and ConstructionMedicine and DentistryFood ProductionChemistry
Technology & tools
3M Post-it AppAdobe AcrobatAdobe Acrobat ReaderAdobe Acrobat WriterAdobe ActionScriptAdobe After EffectsAdobe Creative Cloud softwareAdobe DreamweaverAdobe IllustratorAdobe InDesignAdobe PhotoshopAirtableApple Final Cut ExpressApple Final Cut ProApple KeynoteApple QuickTimeApple iPhotoApple macOSBlackbaud The Raiser's EdgeBlogging softwareCanvaCascading style sheets CSSCisco WebexCision CisionPointCustomer relationship management CRM softwareDrupalDynamic hypertext markup language DHTMLExtensible hypertext markup language XHTMLFacebookFileMaker ProGoogleGoogle AdsGoogle AnalyticsGoogle DocsGoogle DriveGoogle SlidesHubSpot softwareHypertext markup language HTMLInstagramJamBoard
Representative tasks
Communicating with Supervisors, Peers, or SubordinatesCommunicating with People Outside the OrganizationGetting InformationEstablishing and Maintaining Interpersonal RelationshipsDeveloping Objectives and StrategiesThinking CreativelyOrganizing, Planning, and Prioritizing WorkMaking Decisions and Solving ProblemsUpdating and Using Relevant KnowledgeWorking with ComputersPerforming for or Working Directly with the PublicProviding Consultation and Advice to OthersInterpreting the Meaning of Information for OthersIdentifying Objects, Actions, and EventsCoordinating the Work and Activities of OthersDeveloping and Building TeamsSelling or Influencing OthersResolving Conflicts and Negotiating with OthersScheduling Work and ActivitiesCoaching and Developing OthersAnalyzing Data or InformationGuiding, Directing, and Motivating SubordinatesProcessing InformationMonitoring and Controlling ResourcesTraining and Teaching OthersMonitoring Processes, Materials, or SurroundingsPerforming Administrative ActivitiesEvaluating Information to Determine Compliance with StandardsDocumenting/Recording InformationAssisting and Caring for OthersEstimating the Quantifiable Characteristics of Products, Events, or InformationStaffing Organizational UnitsJudging the Qualities of Objects, Services, or PeoplePerforming General Physical ActivitiesHandling and Moving ObjectsOperating Vehicles, Mechanized Devices, or EquipmentDrafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentControlling Machines and ProcessesInspecting Equipment, Structures, or MaterialsRepairing and Maintaining Electronic Equipment
Competency framework
Skill expectations by proficiency level.
emerging
Press releases and basic media communications — draft under supervisor review to promote client accomplishments in an agency or in-house PR setting.Media inquiry logs and contact databases — maintain and update using document management software to support timely spokesperson coordination.Company website and social media platforms — post approved content updates under direction to ensure consistent organizational messaging.Public relations strategy documents — read and summarize key objectives to support planning efforts for an assigned client or department.Community and stakeholder contact lists — compile and organize using database software to assist in maintaining cooperative external relationships.News monitoring tools and media reports — review and flag relevant coverage under guidance to track organizational reputation and emerging trends.Presentation software and word processing tools — use to prepare supporting materials for internal briefings and client communication drafts.Style guides and organizational messaging frameworks — follow consistently when producing written content for media or public-facing channels.Colleague communications and stakeholder feedback — listen actively during team meetings to capture key information and relay it accurately.Graphics and desktop publishing software — apply under direction to produce basic visual assets supporting press kits and promotional materials.
developing
Media responses and spokesperson coordination — manage independently for routine inquiries, applying organizational messaging guidelines in a fast-paced newsroom-facing environment.Press releases, pitch letters, and media advisories — write and distribute with minimal oversight to promote client products, services, or milestones across targeted outlets.Social media content calendars and website updates — develop and execute on a recurring basis to maintain consistent and engaging organizational presence.Public relations programs — assist in planning and communicating initiatives that sustain favorable public and stakeholder perceptions of an organization's agenda.Community groups, consumer advocates, and employee representatives — build and maintain cooperative relationships through regular outreach in a mid-size organization context.Business unit managers — confer with on a regular basis to identify emerging trends and stakeholder concerns and to provide communications advice on decisions.Video creation, photo imaging, and desktop publishing tools — use proficiently to produce multimedia PR assets for campaigns and press materials.Client and executive representatives — coach in public communication techniques, preparing talking points and conducting practice sessions ahead of media appearances.Organizational objectives and promotional policies — analyze to draft targeted public relations strategies that shape public opinion within a defined market segment.Active listening and social perceptiveness — apply during stakeholder meetings to identify unstated concerns and adjust communication approaches accordingly.
proficient
Comprehensive public relations programs — plan and direct end-to-end across multiple audiences to build and protect favorable organizational or client reputation in competitive environments.Complex or sensitive media inquiries — respond to or designate the most appropriate spokesperson autonomously, managing risk and messaging precision in high-visibility situations.Non-routine crisis communications materials — develop and deploy rapidly, integrating cross-channel messaging across web, social, and traditional media platforms.Multi-stakeholder relationship networks — cultivate and sustain across community, consumer, investor, and public interest groups to advance long-term organizational goals.Executive and client leadership teams — advise on business decisions with reputational implications, synthesizing stakeholder intelligence and competitive landscape analysis.Public relations strategies — design from organizational objectives and market research, applying systems analysis to forecast how messaging will influence public opinion.Senior leaders and subject-matter experts — coach extensively in media engagement, crisis response, and employee communications using tailored, evidence-based techniques.Persuasion and negotiation skills — apply in high-stakes media negotiations, partnership discussions, and community relations initiatives to achieve favorable coverage and outcomes.Campaign performance and systems evaluation — conduct using analytics platforms to measure PR program effectiveness and redirect resources toward highest-impact activities.Emerging digital and content tools — evaluate and integrate proactively, including web page editing and multimedia software, to keep organizational communications at the leading edge.
advanced
Enterprise-wide public relations and communications strategy — set organizational direction and lead development across all business units, aligning messaging with executive leadership priorities.PR department or agency practice — build and lead, establishing policies, workflow systems, and quality standards that govern all media relations and stakeholder communications functions.Organizational reputation and brand equity — govern at the executive level, advising the C-suite and board on reputational risk, stakeholder sentiment, and long-term communications investment.Cross-functional leadership teams — influence and align by facilitating strategic counsel on communications implications of major business, policy, and environmental responsibility decisions.Emerging professionals and mid-level practitioners — mentor and develop through structured coaching, feedback frameworks, and stretch assignments that build organizational PR capability.Industry coalitions, media organizations, and civic bodies — represent the organization at the highest level, establishing thought leadership and sustaining strategic external alliances.Crisis communications command structures — lead and activate during enterprise-scale incidents, directing spokespeople, legal, and operations teams to protect organizational standing.PR technology ecosystems and data infrastructure — champion and oversee adoption of advanced analytics, CRM, and content management platforms to drive evidence-based communications decisions.Public affairs and public relations budgets — own and allocate at the program portfolio level, applying systems evaluation to maximize return on communications investment across the organization.Organizational culture of communication excellence — foster by defining competency standards, championing innovation and optimism, and modeling socially oriented leadership across the enterprise.
Also known as
57 alternate job titles map to this occupation.
Audience CoordinatorBrand AdvocateCommunication SpecialistCommunications AssociateCommunications CoordinatorCommunications SpecialistCommunity LiaisonCommunity Relations CoordinatorConcert PromoterConsumer AdvocateContent Marketing SpecialistContent SpecialistContent StrategistCorporate Communications SpecialistCustomer SpecialistDigital Communications SpecialistEnvironmental Communications SpecialistEvent PromoterImage ConsultantInformation and Communications SpecialistInformation SpecialistInternal Communications SpecialistLobbyistMarketing Communications CoordinatorMarketing Communications SpecialistMarketing CoordinatorMedia BuyerMedia PlannerMedia Relations SpecialistMedia SpecialistMotivational SpeakerMusic PublicistPolitical AdvisorPolitical AidePress AgentPress SecretaryPromotion SpecialistPublic Affairs OfficerPublic Affairs SpecialistPublic Information Officer