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Public relations associate skills for your resume and career

Updated January 8, 2025
5 min read
Quoted experts
Heidi Mau Ph.D.,
The Rev. Dr. George LaMaster
Public relations associate example skills
Below we've compiled a list of the most critical public relations associate skills. We ranked the top skills for public relations associates based on the percentage of resumes they appeared on. For example, 22.0% of public relations associate resumes contained press releases as a skill. Continue reading to find out what skills a public relations associate needs to be successful in the workplace.

15 public relations associate skills for your resume and career

1. Press Releases

Here's how public relations associates use press releases:
  • Interviewed college professors and wrote press releases, news articles and technology transfer abstracts to increase communication for grant-funded intellectual property.
  • Analyzed news coverage to measure the effectiveness of press releases and other communication materials.

2. Web Content

Here's how public relations associates use web content:
  • Edit and write web content, and co-chaired a redesign project, to ensure comprehension and consistent messaging.
  • Conducted promotional writings for products and web content that specified product features.

3. Facebook

Here's how public relations associates use facebook:
  • Developed and maintained Facebook social media pages.
  • Directed all changes to 3 websites while increasing Twitter followers by 66% and Facebook by 45% in 6 months.

4. Twitter

Here's how public relations associates use twitter:
  • Boosted clients social media platforms due to expertise in Twitter and Linked-in.
  • Rebooted the use of Twitter in the company.

5. PowerPoint

Here's how public relations associates use powerpoint:
  • Compiled data from monthly reports to prepare directors' and executive management Microsoft PowerPoint presentation to board members.
  • Designed and created PowerPoint presentations, informational sheets, reports and guides to raise awareness internally regarding Medicaid requirements.

6. Linkedin

Here's how public relations associates use linkedin:
  • Maintained school's social media accounts, including Flickr, Delicious and LinkedIn.
  • Maintained social media accounts for the Career Development & Advisement Center including Facebook, LinkedIn, and Twitter.

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7. Writing Press Releases

Here's how public relations associates use writing press releases:
  • Facilitated media relations, by developing/writing press releases, to include verifying and proofreading information released.
  • Demonstrated responsibilities for writing press releases, and launching meetings

8. Blog Posts

Blog post refers to information that you write on a blog. It can include content in the form of text, photos, infographics, or videos.

Here's how public relations associates use blog posts:
  • Promote healthy lifestyles to students and faculty through social media and blog posts.
  • Proofread, wrote and uploaded blog posts through WordPress for PRSAY blog channel.

9. Instagram

Here's how public relations associates use instagram:
  • Launched a Team Chevy Instagram account.
  • Contributed to creation of Instagram - Minor: Marketing and Pinterest accounts.

10. Fact Sheets

A fact sheet is a short, typed or handwritten one-page document that contains the most important information about a specific topic, product, substance, or service in the least amount of space. The aim is to convey key facts and points on a topic in a clear, concise, and easily understandable way and to communicate the most relevant information effectively.

Here's how public relations associates use fact sheets:
  • Developed and implemented annual media strategy, drafting op-eds, white papers, fact sheets, and annual reports.
  • Developed research and collateral for new business outreach (case studies, fact sheets, testimonials).

11. Media Management

Here's how public relations associates use media management:
  • Used advanced social media management platforms like Hootsuite to better implement strategic, organized communication through social media.
  • Planned and executed social media promotion of Russian Film Festival in New York Fridman Gallery social media management and event promotion.

12. Social Media Management

Here's how public relations associates use social media management:
  • Helped produce issues of weekly emails using MailChimpSkills UsedResearch, Writing, Blog writing, Editing, Social Media management

13. Pr Campaigns

Here's how public relations associates use pr campaigns:
  • Created and executed marketing/PR campaigns, including producing custom media packets and targeted distribution for a national event.
  • Prepare and execute high impact PR campaigns and communication for general consumer media, trade/vertical media, and digital media.

14. Event Planning

Here's how public relations associates use event planning:
  • Conducted extensive research for company events and presentations; event planning including venue coordination and marketing materials.
  • Executed the Public Relation efforts for the community focused non- profit through event planning, social media, & media relations

15. Trade Publications

Here's how public relations associates use trade publications:
  • Pitched story ideas to and secured placements in print media and trade publications.
  • Identify and maintain positive working relationships with key media contacts at global financial and insurance trade publications.
top-skills

What skills help Public Relations Associates find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on public relations associate resumes?

Heidi Mau Ph.D.Heidi Mau Ph.D. LinkedIn profile

Assistant Professor, Albright College

Skills particular to industry needs and unique experiences that help a candidate stand out continue to be important to highlight, but what is often forgotten is the emphasis on strong communication skills needed for all professions - written, verbal, visual, and digital communication skills. These are skills that continue to translate across all industries.

Proven skills in advocating and supporting diversity, equity, and inclusion are similarly important across all industries. Being able to speak concretely about actions that positively impact these areas is of particular interest and stand out on a resume.

Skills that highlight the ability to think critically, problem solve, be productive without supervision, and also to collaborate and work with teams - these are skills that continue to be important across all positions. Solid skills in interpersonal and applied communications can greatly enhance these abilities, which are important both within the field and across industries.

What soft skills should all public relations associates possess?

The Rev. Dr. George LaMaster

Associate Professor, Marian University

I prefer "leadership skills" to "soft skills." One of the most common answers here is "communication skills," which can mean many different things. Often, whether they know it or not, the most critical leadership skill is emotional intelligence: an awareness of self and others. Related skills include listening and conflict transformation.

What hard/technical skills are most important for public relations associates?

The Rev. Dr. George LaMaster

Associate Professor, Marian University

The most important technical skill is the proven ability to learn new technical skills. Sure, some positions may require proficiency with particular software. However, better is the experience of working on a project where you had to select the technology, learn it, and evaluate its usefulness for future work.

What public relations associate skills would you recommend for someone trying to advance their career?

Jacqui Lowman Ph.D.Jacqui Lowman Ph.D. LinkedIn profile

Associate Professor, University of Maine at Presque Isle

If people need to take gap years, I would recommend that they continue to work on their communication skills. Read and write/create content for a wide range of audiences. Continue to learn and use technology. Look for opportunities to demonstrate leadership. And work on self-confidence. Volunteering for nonprofits that could use their help would be excellent. Those are great on resumes, will build skills, and the students will feel amazing helping others with their skills.

What type of skills will young public relations associates need?

John HartmanJohn Hartman LinkedIn profile

Emeritus Professor, Central Michigan University

The ability to gather information through multiple methods and distill it, verify it, write about it, and communicate about it through various media and means.

What technical skills for a public relations associate stand out to employers?

David BrownDavid Brown LinkedIn profile

Diversity Advisor to the Office of the Dean, Assistant Professor of Instruction, Director of Public Relations Internships and Field Experiences, Temple University

Despite the changing environments that have come to define this pandemic-influenced market, the ability to write and convey concepts remains a foundational skill. Also, having a knowledge and affinity for issues related to diversity, equity and inclusion will be key as our nation (and the broader global arena) grapples with issues related to race and privilege.
Do you want to know more?
Read more about what experts have to say about public relations associate

List of public relations associate skills to add to your resume

Public relations associate skills

The most important skills for a public relations associate resume and required skills for a public relations associate to have include:

  • Press Releases
  • Web Content
  • Facebook
  • Twitter
  • PowerPoint
  • Linkedin
  • Writing Press Releases
  • Blog Posts
  • Instagram
  • Fact Sheets
  • Media Management
  • Social Media Management
  • Pr Campaigns
  • Event Planning
  • Trade Publications
  • Market Research
  • Press Conferences
  • Press Materials
  • Graphic Design
  • Business Development
  • Press Kits
  • SEO
  • External Communications
  • Press Coverage
  • Content Marketing
  • Product Launches
  • Client Accounts
  • Trade Shows
  • YouTube
  • News Stories
  • Promotional Materials
  • Editorial Calendar
  • Brand Marketing
  • Communications Strategies
  • Editorials
  • Press Events
  • Media Research
  • Public Relations Efforts
  • Event Management
  • Biographies
  • Target Audience
  • Public Relations Campaigns
  • Pitch Letters
  • Client Relations
  • Adobe Photoshop
  • Crisis Communications
  • Public Relations Strategies
  • Photo Shoots
  • NYC
  • News Coverage

Updated January 8, 2025

Zippia Research Team
Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

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