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Public Relations Specialists

Description:

Engage in promoting or creating good will for individuals, groups, or organizations by writing or selecting favorable publicity material and releasing it through various communications media. May prepare and arrange displays, and make speeches.

Tasks

Knowledge

English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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.
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.
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.
Psychology
Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
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.
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.
Telecommunications
Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.

Skills

Writing
Communicating effectively in writing as appropriate for the needs of the audience.
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.
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.
Speaking
Talking to others to convey information effectively.
Judgment and Decision Making
Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Time Management
Managing one's own time and the time of others.
Persuasion
Persuading others to change their minds or behavior.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
Coordination
Adjusting actions in relation to others' actions.

Abilities

Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Written Expression
The ability to communicate information and ideas in writing so others will understand.
Speech Clarity
The ability to speak clearly so others can understand you.
Written Comprehension
The ability to read and understand information and ideas presented in writing.
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 Recognition
The ability to identify and understand the speech of another person.
Originality
The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
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).

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.
Getting Information
Observing, receiving, and otherwise obtaining information from all relevant sources.
Thinking Creatively
Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
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.
Interacting With Computers
Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Establishing and Maintaining Interpersonal Relationships
Developing constructive and cooperative working relationships with others, and maintaining them over time.
Making Decisions and Solving Problems
Analyzing information and evaluating results to choose the best solution and solve problems.
Updating and Using Relevant Knowledge
Keeping up-to-date technically and applying new knowledge to your job.
Scheduling Work and Activities
Scheduling events, programs, and activities, as well as the work of others.

Work Context

Contact With Others
How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
Telephone
How often do you have telephone conversations in this job?
Electronic Mail
How often do you use electronic mail in this job?
Face-to-Face Discussions
How often do you have to have face-to-face discussions with individuals or teams in this job?
Letters and Memos
How often does the job require written letters and memos?
Frequency of Decision Making
How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?
Impact of Decisions on Co-workers or Company Results
How do the decisions an employee makes impact the results of co-workers, clients or the company?
Importance of Being Exact or Accurate
How important is being very exact or highly accurate in performing this job?
Spend Time Sitting
How much does this job require sitting?
Time Pressure
How often does this job require the worker to meet strict deadlines?

Interests

Enterprising
Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Artistic
Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Social
Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
Conventional
Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Investigative
Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
Realistic
Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.

Work Style

Attention to Detail
Job requires being careful about detail and thorough in completing work tasks.
Dependability
Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Cooperation
Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Initiative
Job requires a willingness to take on responsibilities and challenges.
Self Control
Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
Leadership
Job requires a willingness to lead, take charge, and offer opinions and direction.
Integrity
Job requires being honest and ethical.
Concern for Others
Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
Persistence
Job requires persistence in the face of obstacles.
Social Orientation
Job requires preferring to work with others rather than alone, and being personally connected with others on the job.

Work Value

Achievement
Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
Independence
Occupations that satisfy this work value allow employs to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Working Conditions
Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Relationships
Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
Recognition
Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
Support
Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Related Occupations

Common Lay Titles