Public Relations Specialists

• 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.
• Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
• 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.
• Coach client representatives in effective communication with the public or with employees.
• Update and maintain content posted on the Web.
• Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
• Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
• Coordinate public responses to environmental management incidents or conflicts.
• Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
• Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.
• Prepare or deliver speeches to further public relations objectives.
• 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.

Source: O*NET OnLine information for Public Relations Specialists.

• 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.
• Writing - Communicating effectively in writing as appropriate for the needs of the audience.
• Coordination - Adjusting actions in relation to others' actions.
• Time Management - Managing one's own time and the time of others.
• 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.
• Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
• Persuasion - Persuading others to change their minds or behavior.
• Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Source: O*NET OnLine information for Public Relations Specialists.