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Public relations is a strategic way of developing and maintaining a client's or company's public image through media coverage, appearances, and press releases by designing and developing events to raise funds or to spread awareness to the public regarding products, brands, or individuals. It involves research and evaluation of programs including financial, marketing, employee, or government relations using topics of public interest and news items. Due to our present technological innovations, public relations now use webinars, blogs, and downloadable resources under one convenient website.

Public Relations Responsibilities

Here are examples of responsibilities from real public relations resumes representing typical tasks they are likely to perform in their roles.

  • Manage LinkedIn profile updates and new leads.
  • Manage all copywriting elements for live broadcasts and promotional commercials.
  • Create an official office page on instagram to facilitate interaction with students.
  • Track and analyze local talent and trends on social networking sites (MySpace, YouTube).
  • Coordinate multiple marketing campaigns (SEO, CPA, CPM) and optimization of organic search traffic.
  • Edit and create YouTube videos for clientele, creating proper titles and tags to increase viewership ;.
  • Demonstrate excellent PowerPoint presentations for brokers or potential buyers.
  • Create social media outreach strategy for organization; launching visibility and brand awareness on Facebook.
  • Spearhead and develop a new monthly e-newsletter for students resulting in increase student ticket sales and participation on student Facebook page.
  • Write and edit firm print materials including practice group materials, attorney biographies, committee information, and firm brochures.
  • Develop proposals, budgets and execution strategies for magazine releases & projects following editorial deadlines.

Public Relations Skills and Personality Traits

We calculated that 22% of Public Relations 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 that have these skills listed on their resume here:

  • Press Releases, 22%

    Developed press releases, advertorials and monitored media exposure to generate monthly exposure reports.

  • Web Content, 12%

    Produced search engine-optimized web content for

  • Facebook, 5%

    Spearheaded and developed a new monthly e-newsletter for students resulting in increased student ticket sales and participation on student Facebook page.

  • Event Planning, 4%

    Carried out event planning activities and arrangements as outlined by public relations director.

  • Blog Posts, 4%

    Produce content for agricultural clients, ranging from blog posts to in-depth profiles and annual report content.

  • Twitter, 4%

    Researched and reviewed potential social media marketing techniques such as Twitter in order to increase visibility and membership for the company.

Some of the skills we found on public relations resumes included "press releases," "web content," and "facebook." We have detailed the most important public relations responsibilities below.

  • Arguably the most important personality trait for a public relations to have happens to be interpersonal skills. An example from a resume said this about the skill, "public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly in order to maintain a favorable image for their organization." Additionally, other resumes have pointed out that public relations can use interpersonal skills to "partnered with the event planning class to increase student involvement by creating strong interpersonal relationships. "
  • Another commonly found skill for being able to perform public relations duties is the following: organizational skills. According to a public relations resume, "public relations specialists are often in charge of managing several events at the same time, requiring superior organizational skills." Check out this example of how public relations use organizational skills: "prepared and/ or edited organizational press releases, internet pages, flyers and publications for internal and external audiences. "
  • Problem-solving skills is also an important skill for public relations to have. This example of how public relations use this skill comes from a public relations resume, "public relations specialists sometimes must explain how a company or client is handling sensitive issues" Read this excerpt from a resume to understand how vital it is to their everyday roles and responsibilities, "designed and managed full-service market research and web-based monitoring solutions"
  • A public relations responsibilities sometimes require "speaking skills." The responsibilities that rely on this skills are shown by this resume excerpt: "public relations specialists regularly speak on behalf of their organization" This resume example shows how this skill is used by public relations: "answered inquiries from media via interviews and emails as a spokesperson - sought sponsorship opportunities from local businesses for various events"
  • Another common skill for a public relations to be able to utilize is "writing skills." Public relations specialists must be able to write well-organized and clear press releases and speeches a public relations demonstrated the need for this skill by putting this on their resume: "contracted local businesses for underwriting spots on fsu's public radio station"
  • See the full list of public relations skills.

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    What Social Media Internships Do

    In a social media internship, the primary role is to take part in managing a brand's social media platforms for public relations. One of their primary duties is to craft informative and captivating content while under the supervision and guidelines of a manager or supervisor. Furthermore, there may also be instances where an intern must participate in devising strategies that would bring more public recognition to the brand, such as social media campaigns to boost sales and improve client base.

    We looked at the average public relations annual salary and compared it with the average of a social media internship. Generally speaking, social media interns receive $17,238 lower pay than public relations per year.

    Even though public relations and social media interns have vast differences in their careers, a few of the skills required to do both jobs are similar. For example, both careers require press releases, web content, and event planning in the day-to-day roles.

    These skill sets are where the common ground ends though. A public relations responsibility is more likely to require skills like "facebook," "blog posts," "photography," and "public speaking." Whereas a social media internship requires skills like "facebook insights," "social media marketing," "pinterest," and "hootsuite." Just by understanding these different skills you can see how different these careers are.

    Social media interns tend to make the most money in the education industry by averaging a salary of $33,136. In contrast, public relations make the biggest average salary of $56,027 in the professional industry.

    On average, social media interns reach similar levels of education than public relations. Social media interns are 3.2% less likely to earn a Master's Degree and 0.6% less likely to graduate with a Doctoral Degree.

    What Are The Duties Of a Senior Communications Specialist?

    A senior communications specialist is primarily in charge of developing communication strategies in the company. Their responsibilities revolve around ensuring the smooth flow of internal and external communications, coordinating various departments, managing campaigns and event schedules, devising social media strategies, and supervising media relations. A senior communications specialist must also address issues and concerns, resolving them promptly. Furthermore, as a senior specialist, it is essential to lead and assist the junior specialists, all while adhering to the company's policies and regulations.

    Next up, we have the senior communications specialist profession to look over. This career brings along a higher average salary when compared to a public relations annual salary. In fact, senior communications specialists salary difference is $30,565 higher than the salary of public relations per year.

    Not everything about these jobs is different. Take their skills, for example. Public relations and senior communications specialists both include similar skills like "press releases," "web content," and "facebook" on their resumes.

    While some skills are similar in these professions, other skills aren't so similar. For example, several resumes showed us that public relations responsibilities requires skills like "blog posts," "photography," "instagram," and "content marketing." But a senior communications specialist might use skills, such as, "project management," "strategic communications," "patients," and "corporate communications."

    Senior communications specialists may earn a higher salary than public relations, but senior communications specialists earn the most pay in the technology industry with an average salary of $85,027. On the other side of things, public relations receive higher paychecks in the professional industry where they earn an average of $56,027.

    On the topic of education, senior communications specialists earn similar levels of education than public relations. In general, they're 4.0% more likely to graduate with a Master's Degree and 0.6% more likely to earn a Doctoral Degree.

    What Technology Do You Think Will Become More Important And Prevalent For Public Relationss In The Next 3-5 Years?

    Dr. Cindy Price Schultz

    Associate Professor, Department Chair of Communication & Journalism, University of Wyoming

    First, writing will never go out of style. The technology may change through which the craft occurs, but good writing will be appreciated for years to come. Therefore, students still need to learn to improve their writing skills. But in the next few years, employees in the field will need to know how to do more than write. So, I would recommend learning photography, graphic design, web design, video production, and other skill sets to be more valuable to your potential employers. Also, each writing outlet requires a slightly different knowledge base, so learning the difference between a news story, a news release, a tweet, or a blog, for example, will be necessary.Show more

    How a Government Relations Internship Compares

    A government relations internship involves a trainee who assists the vice president of government relations in managing and analyzing policy issues. Government relations interns are required to compile and summarize material on emerging and existing public policy for staff members. They assist with external stakeholder engagement strategy and draft press releases on pertinent legislative and regulatory issues. Government relations interns must also attend congressional hearings and produce reports to corporations and trade associations covering wide a wide array of policy areas.

    The third profession we take a look at is government relations internship. On an average scale, these workers bring in lower salaries than public relations. In fact, they make a $13,705 lower salary per year.

    Using public relations and government relations interns resumes, we found that both professions have similar skills such as "press releases," "facebook," and "event planning," but the other skills required are very different.

    Some important key differences between the two careers are a few of the skills necessary to fulfill responsibilities. Some examples from public relations resumes include skills like "web content," "photography," "graphic design," and "content marketing," whereas a government relations internship might be skilled in "internship program," "public policy," "donor database," and "government affairs. "

    Additionally, government relations interns earn a higher salary in the media industry compared to other industries. In this industry, they receive an average salary of $36,341. Additionally, public relations earn an average salary of $56,027 in the professional industry.

    When it comes to education, government relations interns tend to earn similar education levels than public relations. In fact, they're 1.4% more likely to earn a Master's Degree, and 1.0% more likely to graduate with a Doctoral Degree.

    Description Of a Communications Coordinator

    A communications coordinator is responsible for overseeing the communications department's operations, developing the brand image, and monitoring press releases, company articles, and other related marketing materials for business promotion and visibility. Communications coordinators actively interact with existing and potential clients, negotiate contracts, and build profitable partnerships. They also develop strategic procedures for creating the business' online presence, organizing promotional events, and media conferences. A communications coordinator must have excellent communication and organization skills to maintain a good reputation and customer satisfaction.

    Communications coordinators tend to earn a lower pay than public relations by about $1,308 per year.

    While both public relations and communications coordinators complete day-to-day tasks using similar skills like press releases, web content, and facebook, the two careers also vary in other skills.

    Each job requires different skills like "photography," "public speaking," "market research," and "business development," which might show up on a public relations resume. Whereas communications coordinator might include skills like "customer service," "patients," "community engagement," and "project management."

    Now, let's take a closer look at the financials in each career. The government industry tends to pay more for communications coordinators with an average of $46,362. While the highest public relations annual salary comes from the professional industry.

    In general, communications coordinators reach similar levels of education when compared to public relations resumes. Communications coordinators are 4.5% more likely to earn their Master's Degree and 0.0% more likely to graduate with a Doctoral Degree.