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.
Common Job Titles
- Communications Specialist
- Public Affairs Specialist
- Public Information Officer
- Public Relations Specialist (PR Specialist)
What You'll Need to Succeed
AI-generatedKey competencies for this occupation at a glance
- KnowledgeDevelop strategic communication plans and public relations campaigns for diverse stakeholders across traditional and digital media channels.Proficient
- KnowledgeEvaluate media opportunities and communication effectiveness using analytics tools to measure engagement and brand sentiment.Proficient
- KnowledgeAnalyze public opinion and stakeholder feedback to inform organizational messaging and reputation management strategies.Proficient
- KnowledgeProduce press releases, media kits, and promotional content tailored to target audiences and distribution channels.Proficient
- MindsetIntegrate organizational values with public messaging when managing sensitive communications and crisis situations.Proficient
- MindsetAdvocate for client or organizational interests while building trust and credibility with media representatives and the public.Proficient
- KnowledgeCoordinate media events, press conferences, and speaking engagements managing logistics and stakeholder expectations under time constraints.Proficient
- KnowledgeInterpret complex organizational information for public consumption translating technical or specialized content into accessible messaging.Proficient
- MindsetEngage with diverse audiences across social media platforms fostering community relationships and brand loyalty.Developing
- KnowledgeApply content management systems and digital marketing platforms to execute multi-channel communication campaigns independently.Developing
Wage Data According to the Bureau of Labor Statistics
Annual wage data for Public Relations Specialists (2024)
Estimated Total Employment (U.S.)
280,590
Wage Distribution by Percentile
Line chart of annual wages by percentile. U.S. is the solid line. 10th percentile: U.S. $40,750. 25th percentile: U.S. $51,970. 50th percentile: U.S. $69,780. 75th percentile: U.S. $95,940. 90th percentile: U.S. $129,480. Use the left and right arrow keys to move between percentiles.
- U.S.
| Metric | U.S. |
|---|---|
| 10% of workers earn the following or less | $40,750 |
| 10% of workers earn the following or more | $129,480 |
| Workers on average earn | $80,310 |
+ indicates wage is at or above the BLS reporting cap ($239,200/year)
Skills & Requirements
Key competencies for this occupation, ranked by importance
- Communications and Media4.9/5
- English Language4.7/5
- Customer and Personal Service4.0/5
- Administration and Management4.0/5
- Sales and Marketing3.9/5
Tools & Technology
Equipment and software commonly used in this occupation
In-Demand Technology
Frequently requested by employers in job postings
- Adobe Acrobat
- Adobe After Effects
- Adobe Creative Cloud software
- Adobe Illustrator
- Adobe InDesign
- Adobe Photoshop
- Apple macOS
- Canva
- Cascading style sheets CSS
- Cisco Webex
- Drupal
- Google Analytics
- Google Docs
- HubSpot software
- Hypertext markup language HTML
- JavaScript
- Marketo Marketing Automation
- Microsoft Dynamics
- Microsoft Excel
- Microsoft Office software
- Microsoft Outlook
- Microsoft PowerPoint
- Microsoft Project
- Microsoft SharePoint
- Microsoft Word
- Salesforce software
- WordPress
Technology Skills
- 3M Post-it App
- Adobe Acrobat Reader
- Adobe Acrobat Writer
- Adobe ActionScript
- Adobe Dreamweaver
- Airtable
- Apple Final Cut Express
- Apple Final Cut Pro
Tools & Equipment
- Computer laser printers
- Desktop computers
- Laptop computers
- Multi-line telephone systems
- Personal computers
- Photocopying equipment