What does a public relations associate do?
A public relations associate is responsible for assisting the operations of the public relations department on developing campaigns and promotions to promote brand image on various digital platforms and other communication mediums. Public relations associates handle press releases, create digital content, organize public events, and identify business opportunities that would generate more revenue resources and attract potential clients. They also disseminate accurate information to the public regarding company news and special announcements. A public relations associate must have excellent communication and organizational skills, especially on adhering to deadlines and business requirements.
Public relations associate responsibilities
Here are examples of responsibilities from real public relations associate resumes:
- Conduct SEO strategy to drive traffic in order to develop a competitive advantage.
- Manage public affairs and media efforts including writing and placing op-eds and mobilizing editorial campaigns.
- Coordinate with managers to tweet daily specials and promotions, as well as maintain the Facebook page.
- Work on affiliate marketing plan, as well as planned and implement company's first SEO strategy.
- Develop and maintain Facebook social media pages.
- Compile data from monthly reports to prepare directors' and executive management Microsoft PowerPoint presentation to board members.
- Script and appear in instructional YouTube videos for company.
- Manage all copywriting elements for live broadcasts and promotional commercials.
Public relations associate skills and personality traits
We calculated that 22% of Public Relations Associates are proficient in Press Releases, Web Content, and Facebook. They’re also known for soft skills such as Interpersonal skills, Organizational skills, and Problem-solving skills.
We break down the percentage of Public Relations Associates that have these skills listed on their resume here:
- Press Releases, 22%
Interviewed college professors and wrote press releases, news articles and technology transfer abstracts to increase communication for grant-funded intellectual property.
- Web Content, 6%
Edit and write web content, and co-chaired a redesign project, to ensure comprehension and consistent messaging.
- Facebook, 5%
Developed and maintained Facebook social media pages.
- Twitter, 5%
Boosted clients social media platforms due to expertise in Twitter and Linked-in.
- PowerPoint, 5%
Compiled data from monthly reports to prepare directors' and executive management Microsoft PowerPoint presentation to board members.
- Linkedin, 3%
Maintained school's social media accounts, including Flickr, Delicious and LinkedIn.
"press releases," "web content," and "facebook" are among the most common skills that public relations associates use at work. You can find even more public relations associate responsibilities below, including:
Interpersonal skills. The most essential soft skill for a public relations associate to carry out their responsibilities is interpersonal skills. This skill is important for the role because "public relations specialists deal with the public and the media regularly." Additionally, a public relations associate resume shows how their duties depend on interpersonal skills: "partnered with the event planning class to increase student involvement by creating strong interpersonal relationships. "
Organizational skills. Many public relations associate duties rely on organizational skills. "public relations specialists are often in charge of managing several events or communications at the same time, which requires excellent skills in coordinating arrangements.," so a public relations associate will need this skill often in their role. This resume example is just one of many ways public relations associate responsibilities rely on organizational skills: "prepared and edited organizational publications for internal and external audiences which entailed employee newsletters, magazines, and stockholder reports. "
Problem-solving skills. This is an important skill for public relations associates to perform their duties. For an example of how public relations associate responsibilities depend on this skill, consider that "public relations specialists sometimes must explain how a company or client is handling sensitive issues." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a public relations associate: "led educational sessions at schools and community events on alternative fuel, hydroponics and sustainable building solutions. ".
Speaking skills. For certain public relations associate responsibilities to be completed, the job requires competence in "speaking skills." The day-to-day duties of a public relations associate rely on this skill, as "public relations specialists regularly speak on behalf of clients or their organization." For example, this snippet was taken directly from a resume about how this skill applies to what public relations associates do: "assisted media relations, announcements, editorial placement, and speaking opportunities. "
Writing skills. A commonly-found skill in public relations associate job descriptions, "writing skills" is essential to what public relations associates do. Public relations associate responsibilities rely on this skill because "public relations specialists must be able to write well-organized and clear press releases, speeches, and social media posts." You can also see how public relations associate duties rely on writing skills in this resume example: "managed public affairs and media efforts including writing and placing op-eds and mobilizing editorial campaigns. "
The three companies that hire the most public relations associates are:
- Marsh & McLennan Companies3 public relations associates jobs
- McKinsey & Company Inc3 public relations associates jobs
- Mattel2 public relations associates jobs
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Compare different public relations associates
Public relations associate vs. Social media specialist
A social media specialist is an individual who is responsible for creating and administering content on all social media platforms to build an audience and ensure customer engagement. By using platforms such as Facebook and Twitter, social media specialists must create content that resonates with the interests of the intended audience. They are required to understand social media metrics so that they can use the information to ensure success in their social media strategy. Social media specialists must also work with industry professionals and influencers via social media to create a strong network.
While similarities exist, there are also some differences between public relations associates and social media specialist. For instance, public relations associate responsibilities require skills such as "fact sheets," "trade publications," "press conferences," and "press materials." Whereas a social media specialist is skilled in "social media marketing," "digital marketing," "customer service," and "social platforms." This is part of what separates the two careers.
Social media specialists really shine in the professional industry with an average salary of $52,527. Comparatively, public relations associates tend to make the most money in the finance industry with an average salary of $55,755.The education levels that social media specialists earn slightly differ from public relations associates. In particular, social media specialists are 0.6% less likely to graduate with a Master's Degree than a public relations associate. Additionally, they're 0.4% less likely to earn a Doctoral Degree.Public relations associate vs. Campaign coordinator
A campaign coordinator is responsible for managing media campaigns and press communications for marketing efforts on business or other industry needs. Campaign coordinators perform administrative and clerical duties under the supervision of a campaign manager and develop event activities according to the campaign theme and requirements. They also coordinate schedules with the participants, suppliers, and third-party vendors. A campaign coordinator must have excellent communication and organizational skills, especially in documenting reports, managing expenses, and responding to inquiries and concerns.
In addition to the difference in salary, there are some other key differences worth noting. For example, public relations associate responsibilities are more likely to require skills like "web content," "linkedin," "writing press releases," and "blog posts." Meanwhile, a campaign coordinator has duties that require skills in areas such as "digital marketing," "crm," "campaign performance," and "salesforce." These differences highlight just how different the day-to-day in each role looks.
Campaign coordinators may earn a lower salary than public relations associates, but campaign coordinators earn the most pay in the media industry with an average salary of $44,584. On the other hand, public relations associates receive higher pay in the finance industry, where they earn an average salary of $55,755.In general, campaign coordinators achieve similar levels of education than public relations associates. They're 1.2% more likely to obtain a Master's Degree while being 0.4% more likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for public relations associates in the next 3-5 years?
Stefanie Leiter
Assistant Professor of Public Relations, Anderson University
Public relations associate vs. Media coordinator
A media coordinator acts as a communications professional in charge of developing and implementing target communications and advertising for various media platforms. Media coordinators plan, implement, and monitor the social media strategy of an organization. They discern the most successful media outreach and establish advertising partnerships and business deals. They aim to increase their respective companies' brand awareness, strengthen their advertising campaigns, improve their marketing strategies, and increase their sales.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from public relations associate resumes include skills like "fact sheets," "pr campaigns," "trade publications," and "press materials," whereas a media coordinator is more likely to list skills in "digital marketing," "social media marketing," "social platforms," and "video content. "
Media coordinators make a very good living in the manufacturing industry with an average annual salary of $48,229. On the other hand, public relations associates are paid the highest salary in the finance industry, with average annual pay of $55,755.When it comes to education, media coordinators tend to earn similar degree levels compared to public relations associates. In fact, they're 1.3% less likely to earn a Master's Degree, and 0.3% less likely to graduate with a Doctoral Degree.Public relations associate vs. Publicist
Public Relations Supervisors are responsible for implementing the media and public relations strategy of an organization. Their duties include developing public relations campaigns, organize public relations events, assist in emergency response planning, updating documentation, monitoring media, improve management of press office, and manage media databases. They are responsible for assisting with journalistic content writing, refine internal processes, and track public relations activity performance. They help prepare reports as well as undertake competitor and market research.
Types of public relations associate
Updated January 8, 2025
