Public Relations Specialists

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Also known as:  Certified Meeting Professional, Conference Organizer, Conference Planner, Conference Planning Manager, Conference Services Director, Conference Services Manager, Convention Planner, Convention Services Manager, Corporate Meeting Planner, Event Planner

ABOUT PUBLIC RELATIONS SPECIALIST CAREERS

VIDEO TRANSCRIPT Expand
Telling the world about a business, product, cause, candidate, organization, or institution is the work of public relations specialists and publicity writers. A public relations specialist can provide strategic advice about "how to get the word out," and about how policies might impact consumers, vo ...
ters, shareholders, fund-raisers, and other people the client needs to reach.

To do that job effectively, the specialist maintains contacts with the news media and organizations that are important in a particular field. For example, a public relations specialist working with a pharmaceutical company cultivates relationships with doctors and medical journals.

Quite often a news report on the air or in print starts with the public relations specialist or publicity writer. They develop news conferences, set up speaking engagements, or create events; then send out press releases so the news media will cover them.

This is a fast-growing field that makes a lot of demands on those who compete to find jobs and succeed. It requires creativity, confidence, and good judgment. A willingness to work long hours during a crisis or on deadline is essential.

Some large corporations have their own public relations departments, but increasingly, jobs are available in public relations firms, many of which specialize in certain, so a background in a particular field can be an advantage. So can journalism experience.

A good candidate for an entry-level position is a college graduate with a degree in journalism, public relations, advertising, or other communications-related field. It's a good idea to seek an internship with a public relations firm while you're still in college.
SNAPSHOT Expand
Engage in promoting or creating an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media.
Leadership
HIGH
Critical decision making
MED
Level of responsibilities
LOW
Job challenge and pressure to meet deadlines
HIGH
Dealing and handling conflict
LOW
Competition for this position
MED
Communication with others
HIGH
Work closely with team members, clients etc.
HIGH
Comfort of the work setting
HIGH
Exposure to extreme environmental conditions
LOW
Exposure to job hazards
LOW
Physical demands
LOW
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DAILY TASKS Expand
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
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.
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
Coach client representatives in effective communication with the public or with employees.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Plan or direct development or communication of informational programs to maintain favorable public or stockholder perceptions of an organization's accomplishments or agenda.
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 for internal and external audiences, including employee newsletters and stockholders' reports.
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
MAIN ACTIVITIES Expand
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.
Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Organizing, Planning, and Prioritizing Work Developing specific goals and plans to prioritize, organize, and accomplish your work.
Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Scheduling Work and Activities Scheduling events, programs, and activities, as well as the work of others.
AREAS OF KNOWLEDGE Expand
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.
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.
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.
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Clerical Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
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.
Mathematics Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
KEY ABILITIES Expand
Oral Comprehension The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression The ability to communicate information and ideas in speaking so others will understand.
Written Expression The ability to communicate information and ideas in writing so others will understand.
Written Comprehension The ability to read and understand information and ideas presented in writing.
Speech Clarity The ability to speak clearly so others can understand you.
Speech Recognition The ability to identify and understand the speech of another person.
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 there is a problem.
Deductive Reasoning The ability to apply general rules to specific problems to produce answers that make sense.
TOP SKILLS Expand
Speaking Talking to others to convey information effectively.
Critical Thinking Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
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.
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.
Coordination Adjusting actions in relation to others' actions.
Time Management Managing one's own time and the time of others.
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