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Public relations skills for your resume and career

Updated January 8, 2025
5 min read
Quoted experts
Dr. Jenna Stephenson Abetz Ph.D.,
Dr. Jenna Stephenson Abetz Ph.D.
Below we've compiled a list of the most critical public relations skills. We ranked the top skills for public relations based on the percentage of resumes they appeared on. For example, 22.3% of public relations resumes contained press releases as a skill. Continue reading to find out what skills a public relations needs to be successful in the workplace.

15 public relations skills for your resume and career

1. Press Releases

Here's how public relations use press releases:
  • Developed press releases, advertorials and monitored media exposure to generate monthly exposure reports.
  • Generated and delivered monthly press releases geared toward media affiliates and public attendees.

2. Web Content

Here's how public relations use web content:
  • Produced search engine-optimized web content for TicketLiquidator.com.
  • Gathered and edited content for marketing materials such as e-Packets, brochures, and web content.

3. Facebook

Here's how public relations use facebook:
  • Spearheaded and developed a new monthly e-newsletter for students resulting in increased student ticket sales and participation on student Facebook page.
  • Created Facebook and Twitter presence for business and developed effective strategy for securing and engaging followers.

4. Event Planning

Here's how public relations use event planning:
  • Carried out event planning activities and arrangements as outlined by public relations director.
  • Generated new ideas with limited direction including event planning and promotion.

5. 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 use blog posts:
  • Produce content for agricultural clients, ranging from blog posts to in-depth profiles and annual report content.
  • Originate blog posts for events which resulted in obtaining 150 media impressions for online blog posts.

6. Twitter

Here's how public relations use twitter:
  • Researched and reviewed potential social media marketing techniques such as Twitter in order to increase visibility and membership for the company.
  • Created media announcements, coordinated press visits, secured desk side journalist appointments with company reps and launched Facebook/Twitter pages.

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7. Photography

Here's how public relations use photography:
  • Increased team visibility and interest through radio appearances, newspaper interviews and photography.
  • Directed photography of restaurant dishes for editorial use.

8. Instagram

Here's how public relations use instagram:
  • Increase Instagram post engagement 250% MoM and followers 26% in Q1.
  • Created an official office page on instagram to facilitate interaction with students.

9. Graphic Design

Graphic design is the art of making visual content to communicate messages. Designers apply different page layout methods and visual hierarchy by using letters and pictures to meet the need of end-users. Most companies use graphic design to sell their product or services and to convey complicated information by using infographics.

Here's how public relations use graphic design:
  • Delegated graphic designs for print advertisements used in gorilla marketing.
  • Created promotional materials and quarterly newsletter utilizing graphic design software.

10. Content Marketing

Here's how public relations use content marketing:
  • Helped to establish new Education division that provided international workshops and extensive content marketing.
  • Managed and edited all content marketing including press releases, advertising copy, and all social media networks.

11. Public Speaking

Public Speaking or oration, as it is sometimes known, is the act of any one person speaking live in front of an audience. Although in the past the audience was only a physical one, nowadays oration might be done on an online video call, at a digital conference, at an online class, or elsewhere. The art of public speaking is very old, drawing its first established roots from Ancient Greece and likely from before, too. It is an important skill and asset in many industries.

Here's how public relations use public speaking:
  • Established and displayed excellent public speaking and communication skills.
  • Increased public awareness of the Congressmen within the community which included public speaking and printed articles in various publications.

12. Community Outreach

Here's how public relations use community outreach:
  • Coordinated involvement in community affairs initiatives such as organizing all staff volunteer days and other opportunities to promote community outreach.
  • Developed and implemented community outreach strategies that directly engaged thousands of local stakeholders in the redistricting process.

13. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how public relations use market research:
  • Performed ongoing customer/market research and demographic profiling for the WD-40 Company to identify and capitalize on unmet market needs.
  • Launched market research initiatives and email marketing campaigns Developed public relations campaign for New Mexico Health Insurance Exchange.

14. Press Conferences

Here's how public relations use press conferences:
  • Developed and coordinated press conferences, events with various media organization.
  • Filmed, edited and produced press conference coverage, field-level game highlights, community coverage and special features using Sony Vegas.

15. Writing Press Releases

Here's how public relations use writing press releases:
  • Managed account staff of six, whose responsibilities included writing press releases, trend forecasts and brochure copy.
  • Practice proper techniques of communicating with the media and writing press releases in AP style.
top-skills

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What skills stand out on public relations resumes?

Dr. Jenna Stephenson Abetz Ph.D.

Associate Professor, College of Charleston

Having been an academic my entire career, I can't speak to this directly in terms of hiring. However, I work with students in my classes on building strong resumes. I think it's important to show rather than tell. Be specific about the things you've accomplished, whether through an internship or other position. In terms of writing skills, it would be helpful to be able to apply for positions already having some evidence of your ability to do this well (through sample press releases, LinkedIn articles, blog posts, etc.). Provide links to articles or videos so that your resume starts to look more like a portfolio rather than just a list of positions or skills.

What soft skills should all public relationss possess?

Dr. Jenna Stephenson Abetz Ph.D.

Associate Professor, College of Charleston

I don't like the metaphor of "soft" and "hard" skills or use that terminology myself. The label "soft skills" diminishes their importance and devalues the disciplines connected with their development. Let's call them interpersonal skills. In PR, the ability to tell a captivating story that makes readers care or being able to show what value a story brings to your client is driven by emotional intelligence. Being able to work with others, adapt, and creatively tailor your ideas to suit the interests, feelings, and motivations of your audience is very important.

What hard/technical skills are most important for public relationss?

Dr. Jenna Stephenson Abetz Ph.D.

Associate Professor, College of Charleston

In terms of technical skills, I would say the ability to research and write well is key. Research enables our work to be more strategic and targeted, supports our ability to interact with different clients across multiple industries, and helps us in the relationship-building process. Strong writing skills set you up well for multiple aspects of public relations. In media relations, for example, writing well can translate to media results. If you're writing for social media, being concise and grabbing the attention of readers matters. If you're working in a larger group, strong writing skills help you to craft and maintain a consistent brand voice.

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

Dr. James Black Ph.D.Dr. James Black Ph.D. LinkedIn profile

Schumann Endowed Professor and Chair of the Department of Journalism and Media Studies, Mercer University

There are only three things necessary for a successful journalism career: excellent writing skills, an undying sense of curiosity, and belief in yourself. I would suggest freelancing for local media. It doesn't matter what medium a student prefers; everything in journalism is firmly based on the written word, be it scripts or articles. Write and then find someone better than you who is willing to slaughter your work to make it better.
Do you want to know more?
Read more about what experts have to say about public relations

List of public relations skills to add to your resume

Public relations skills

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

  • Press Releases
  • Web Content
  • Facebook
  • Event Planning
  • Blog Posts
  • Twitter
  • Photography
  • Instagram
  • Graphic Design
  • Content Marketing
  • Public Speaking
  • Community Outreach
  • Market Research
  • Press Conferences
  • Writing Press Releases
  • Business Development
  • PowerPoint
  • Photo Shoots
  • Fact Sheets
  • Community Relations
  • Media Management
  • Promotional Materials
  • Non-Profit Organization
  • Trade Shows
  • Press Kits
  • Community Events
  • SEO
  • Client Relations
  • YouTube
  • Public Relation
  • NYC
  • Press Coverage
  • Press Materials
  • Pr Campaigns
  • Linkedin
  • External Communications
  • Promotional Events
  • HTML
  • Client Executives
  • Respective Brands
  • Local Businesses
  • Travel Arrangements
  • Crisis Communications
  • Product Launches
  • Social Media Sites
  • Clips
  • VIP
  • Public Awareness
  • Client Satisfaction

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.

Updated January 8, 2025

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