Occupation Details
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.
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Interests
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.
Work Values
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.
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.
Independence
Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Salary & Job Outlook
Starting Salary
$50,750.00
New York StateMedian Salary
$80,710.00
New York StateExperienced Salary
$105,840.00
New York StateNational Average for Comparison
New York State Job Market Outlook
Jobs Right Now (2018)
32,840
professionals in NYFuture Job Growth (2030)
43,660
+1,082 jobs/yearNew Jobs Every Year
4,549
new opportunities yearlyGrowth Rate
0.3%
projected increasePreparation: Experience, Training, and Education
The list below outlines the prior educational experience required to perform in this occupation.
Degree Needed - Four-year college
Experience Requirements
A considerable amount 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.
Education Requirements
Most of these occupations require a four-year bachelor's degree, but some do not.
Training Details
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Transferrable Skills and Experience
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, conservation scientists, art directors, and cost estimators.
School Programs
The following lists school programs which are applicable to this occupation.
Licensing & Certification
State License and Certifications Requirements are not currently associated with this occupation.
Apprenticeship
Contact your regional representative to learn more about apprenticeships available in your area by visiting Apprenticeship Contacts.
Skills
The list below includes the skills required by workers in this occupation; skills are what allow you to learn more quickly and improve your performance.
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.
Speaking
Talking to others to convey information effectively.
Reading Comprehension
Understanding written sentences and paragraphs in work-related documents.
Writing
Communicating effectively in writing as appropriate for the needs of the audience.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
Coordination
Adjusting actions in relation to others' actions.
Time Management
Managing one's own time and the time of others.
Persuasion
Persuading others to change their minds or behavior.
Skill level is measured on a seven point scale, where one means 'some competence required for this occupation' and seven means 'a high level of expertise required for this occupation'.
Knowledge
The list below includes knowledge items, the principles and facts required by this occupation.
Communications and Media
Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Administration and Management
Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Customer and Personal Service
Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Sales and Marketing
Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Administrative
Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
Knowledge level is measured on a seven point scale, where one means 'some competence required for this occupation' and seven means 'a high level of expertise required for this occupation'.
Work Environment
The list below includes the physical and social factors that influence the nature of work in this occupation.
Hover over or tap each factor to see its description.
Work Styles
Included in the list below are the personal work style characteristics that can affect how well a worker is likely to perform in this occupation.
Achievement/Effort
Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Adaptability/Flexibility
Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Attention to Detail
Job requires being careful about detail and thorough in completing work tasks.
Cooperation
Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Dependability
Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Initiative
Job requires a willingness to take on responsibilities and challenges.
Integrity
Job requires being honest and ethical.
Leadership
Job requires a willingness to lead, take charge, and offer opinions and direction.
Persistence
Job requires persistence in the face of obstacles.
Stress Tolerance
Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
Tools & Technology
This list below describes the machines, equipment, tools, software, and information technology that workers in this occupation will use.
Tools
- Computer laser printers
- Desktop computers
- Laptop computers
- Multi-line telephone systems
- Personal computers
Technology
- 3M Post-it App
- Adobe Systems Adobe Acrobat Reader
- Adobe Systems Adobe Acrobat Writer
- Adobe Systems Adobe ActionScript
- Adobe Systems Adobe After Effects
- Adobe Systems Adobe Creative Cloud
- Adobe Systems Adobe Dreamweaver
- Adobe Systems Adobe Illustrator
- Adobe Systems Adobe InDesign
- Adobe Systems Adobe Photoshop
- Airtable
- Apple Final Cut Pro
- Apple Keynote
- Apple QuickTime
- Apple iPhoto
- Apple macOS
Duties
Duties are job behaviors describing activities that occur on multiple jobs. The generalized and detailed work activities described in the list below apply to this occupation.
- assemble advertising displays
- identify potential markets
- ensure correct grammar, punctuation, or spelling
- edit written material
- prepare reports for management
- monitor consumer or marketing trends
- conduct training for personnel
- conduct market research
- coordinate production materials, activities or processes
- confer with other departmental heads to coordinate activities
- direct and coordinate activities of workers or staff
- discuss advertising strategies
- advise clients or customers
- provide customer service
- use word processing or desktop publishing software
- maintain awareness of social trends
- use public speaking techniques
- use sales techniques
- use knowledge of written communication in sales work
- plan meetings or conferences
- design advertising layouts
- write sales or informational speeches
- develop plans for programs or projects
- establish and maintain relationships with community organizations
- maintain cooperative relationships with clients
- maintain relationships with agency personnel or community organizations
- access media advertising services
- communicate visually or verbally
- make presentations
Tasks
The list below outlines specific tasks that a worker in this occupation is called upon to do regularly.
- 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.
- Coordinate public responses to environmental management incidents or conflicts.
- Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
- Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
- Prepare or deliver speeches to further public relations objectives.
- Develop marketing campaigns for environmental technologies or services.
- Purchase advertising space or time as required to promote client's product or agenda.
Learning Resources
More information on this occupation may be found in the links provided below.
Public Information Officers
Visit this link for information on this career in the military.
Learn MorePublic relations specialists
Visit this link for additional information on this career from the Occupational Outlook Handbook; a publication produced and maintained by the United States Department of Labor.
Learn More