Public Relations Specialists

* Green economy activities and technologies are likely to cause significant change to the work and worker requirements. New tasks, skills, knowledge, credentials may be needed. Employment demand remains the same, but there is potential for an increase.
Description

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.

Sample Job Titles
Account Executive
Communications Director
Communications Specialist
Corporate Communications Specialist
Media Relations Specialist
Public Affairs Specialist
Public Information Officer
Public Information Specialist
Public Relations Coordinator
Public Relations Specialist (PR Specialist)
Skills
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.
Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Coordination - Adjusting actions in relation to others' actions.
Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Persuasion - Persuading others to change their minds or behavior.
Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
Speaking - Talking to others to convey information effectively.
Time Management - Managing one's own time and the time of others.
Writing - Communicating effectively in writing as appropriate for the needs of the audience.
Abilities
Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
Near Vision - The ability to see details at close range (within a few feet of the observer).
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.
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.
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.
Written Comprehension - The ability to read and understand information and ideas presented in writing.
Written Expression - The ability to communicate information and ideas in writing so others will understand.
Knowledge
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.
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.
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.
Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
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.
Education and Training - Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Law and Government - Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.
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.
Sociology and Anthropology - Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
Tasks
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
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.
Work Activities
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.
Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
Interacting With Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
Personality Traits
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.
Persistence - Job requires persistence in the face of obstacles.
Self Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high stress situations.