Public Relations Specialist (PR Specialist) Career

*A job as a Public Relations Specialist (PR Specialist) falls under the broader career category of Public Relations Specialists. The information on this page will generally apply to all careers in this category but may not specifically apply to this career title.

Job Description for 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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Public Relations Specialist Career

What Public Relations Specialists do:

  • Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
  • Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
  • 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.
  • Post and update content on the company's Web site and social media outlets.
  • Prepare or deliver speeches to further public relations objectives.
  • Respond to requests for information from the media or designate an appropriate spokesperson or information source.
  • Coach client representatives in effective communication with the public or with employees.
  • Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
  • Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
  • 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.
  • Write press releases or other media communications to promote clients.
  • Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
  • Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
  • Purchase advertising space or time as required to promote client's product or agenda.
  • Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
  • Coordinate public responses to environmental management incidents or conflicts.
  • Develop marketing campaigns for environmental technologies or services.

What work activities are most important?

Importance Activities

Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

Communicating with People Outside the 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.

Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.

Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.

Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

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.

Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.

Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.

Performing for or Working Directly with the Public - Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.

Providing Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.

Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.

Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.

Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.

Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.

Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.

Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.

Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.

Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.

Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.

Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.

Monitoring Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.

Evaluating Information to Determine Compliance with Standards - Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.

Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.

Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.

Assisting and Caring for Others - Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.

Estimating the Quantifiable Characteristics of Products, Events, or Information - Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.

Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.

Staffing Organizational Units - Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.

Holland Code Chart for a Public Relations Specialist