Job Role Description

Marketing > Public Relations/Communication Specialist

Salary National Average

Low Medium High
71630.0000 92530.0000 121600.0000

Change from Previous Year:

+3%

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Short Description:

Responsible for supporting the public image of organizations by building solid relationships with the media and producing materials that promote enterprise goals and initiatives.

Duties / Responsibilities:

  • Brainstorm with other team members to develop public relations strategies that positively influence public opinion.
  • Build good relationships with media members, including radio, television, print, and digital.
  • Create presentations, articles, reports, and information that enhance the company's reputation.
  • Develop programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or social responsibility.
  • Maintain cooperative relationships with community representatives, consumers, employees, and public interest groups.
  • To enhance the company's image, provide appropriate content for websites, blogs, and social media accounts.
  • Respond to requests for information from the media.
  • Write press releases or other media communications to promote the company's image.

Skills / Requirements / Qualifications

  • Active Listening: Giving full attention to others to understand the scope and details of projects, asking appropriate questions, and gathering the necessary information.
  • Communication: Effectively communicating information and ideas, both written and oral.
  • Computer Proficiency: Using computers and computer systems (including hardware and software) to create and distribute materials that support public relations strategies.
  • Critical Thinking: Applying logic and reason to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
  • Originality: Providing a wide range of innovative ideas about a given topic or situation, including discovering creative ways to communicate public relations messages and solve problems.
  • Planning and Prioritizing Work: Developing specific goals and plans to prioritize, organize, and accomplish work within deadlines.
  • Thinking Creatively: Writing, designing, editing, and creating new ways of elevating the company’s public perception.

Job Zones

  • Education: Most occupations in this zone require training in vocational schools, related on-the-job experience, or an associate's degree.
  • Related Experience: Previous work-related skill, knowledge, or experience is required for these occupations. 
  • Job Training: Employees in these occupations usually need one or two years of on-the-job experience and informal training with experienced workers. A recognized apprenticeship program may be associated with these occupations.
  • Job Zone Examples: These occupations usually involve communication and organizational skills to coordinate, supervise, manage, or train others to accomplish goals. Examples include hydroelectric production managers, travel guides, electricians, agricultural technicians, barbers, court reporters, and medical assistants.
  • Specific Vocational Preparation in years: 1-2 years preparation (6.0 to < 7.0)

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