Public Relations Specialist | Edumetry

Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.

Public relations specialists typically do the following:

Write press releases and prepare information for the media
Respond to information requests from the media
Help clients communicate effectively with the public
Help maintain their organization's corporate image and identity
Draft speeches and arrange interviews for an organization’s top executives
Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts

Public relations specialists, also called communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.

Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does with regard to that issue.

In addition to publication through traditional media outlets, press releases are increasingly being sent through the Internet and social media.

Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.

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Public relations specialists typically have an interest in the Creator, Helper and Persuader interest areas, according to the Holland Code framework. The Creator interest area indicates a focus on being original and imaginative, and working with artistic media. The Helper interest area indicates a focus on assisting, serving, counselling, or teaching other people. The Persuader interest area indicates a focus on influencing, motivating, and selling to other people.

If you are not sure whether you have a Creator or Helper or Persuader interest which might fit with a career as a public relations specialist, you can take a career test to measure your interests.

Public relations specialists should also possess the following specific qualities:

Interpersonal skills. Public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly to maintain a favourable image for their organization.

Organizational skills. Public relations specialists are often in charge of managing several events at the same time, requiring superior organisational skills.

Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgement in what they report and how they report it.

Speaking skills. Public relations specialists regularly speak on behalf of their organization. When doing so, they must be able to clearly explain the organization’s position.

Writing skills. Public relations specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.

Advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.

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Arbitrators, mediators, and conciliators help resolve conflicts outside of the court system by facilitating negotiation and dialogue between disputing parties.

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Editors plan, review, and revise content for publication.

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Lawyers advise and represent individuals, businesses, and government agencies on legal issues and disputes.

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Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

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Political scientists study the origin, development, and operation of political systems. They research political ideas and analyze governments, policies, political trends, and related issues.

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Psychologists study cognitive, emotional, and social processes and human behavior by observing, interpreting, and recording how people relate to one another and their environments.

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Reporters, correspondents, and broadcast news analysts inform the public about news and events happening internationally, nationally, and locally. They report the news for newspapers, magazines, websites, television, and radio.

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Sales engineers sell complex scientific and technological products or services to businesses. They must have extensive knowledge of the products’ parts and functions and must understand the scientific processes that make these products work.

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Sales managers direct sales teams of organizations. They set sales goals, analyze data, and develop training programs for the sales representatives of the organization.

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Sociologists study society and social behavior by examining the groups, cultures, organizations, social institutions, and processes that people develop.

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Writers and authors develop original written content for advertisements, books, magazines, movie and television scripts, songs, and online publications.

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