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Public relations representative skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Kevin Pearce Ph.D.,

Dr. Jenna Stephenson Abetz Ph.D.

Below we've compiled a list of the most critical public relations representative skills. We ranked the top skills for public relations representatives based on the percentage of resumes they appeared on. For example, 29.2% of public relations representative resumes contained press releases as a skill. Continue reading to find out what skills a public relations representative needs to be successful in the workplace.

15 public relations representative skills for your resume and career

1. Press Releases

Here's how public relations representatives use press releases:

Developed press releases notifying customers of future events.
Planned, created and wrote advertisements, news & feature articles, monthly newsletter and press releases concerning the company.

2. Facebook

Here's how public relations representatives use facebook:

Contributed fun and engaging content to Zoo's Facebook, Twitter, website, and blog.
Implemented new marketing trends in social media such as Facebook, Twitter, and YouTube.

3. Event Planning

Here's how public relations representatives use event planning:

Helped with hiring, recruitment, scheduling meetings, and event planning.
Manage trade show & event planning.

4. Promotional Materials

Promotional material is any document or article - written, printed, graphic, electronic, audio, or video presentation, distributed or made available in whole or in part on behalf of a product, cause, idea, person, or business for promotion, advertisement, announcement or direction. Promotional materials are used to make a business stand out from its competitors and to engage the target audience.

Here's how public relations representatives use promotional materials:

Worked with marketing and promotion department to facilitate other promotional materials and events.
Collaborated with marketing agencies to produce accurate promotional materials.

5. Twitter

Here's how public relations representatives use twitter:

Worked with management to identify new PR outlets such as Twitter and Instagram to reach the library's target audience directly.
Assisted Manager with providing informational material to update social media vehicles (Facebook/Twitter).

6. External Communications

External communications refer to the exchange of information between the organization one is working with and another organization.

Here's how public relations representatives use external communications:

Manage employee and external communications across the organization.
Developed and executed internal and external communications initiatives.

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7. Trade Shows

Here's how public relations representatives use trade shows:

Assisted with the logistical aspects of many trade shows around the Maine seacoast including the New England Made Products Trade Show.
Represented the Michigan sugar industry at various food trade shows, festivals, and promotional events around the state.

8. Press Conferences

Here's how public relations representatives use press conferences:

Assisted with organizing press conferences/economic forums.
Organized press conferences, reviewed venues, scheduled web casts and one-on- one interviews.

9. Community Events

Community events are the events scheduled within the community.

Here's how public relations representatives use community events:

Developed and managed community events that attracted large crowds and significant, positive media coverage.
Represented company at community events; open houses and community meetings.

10. Instagram

Here's how public relations representatives use instagram:

Researched and contacted companies in California that need PR assistance, managed an Instagram account for a client with over 30k followers
Managed social media for the agency itself and clients, including Instagram and Facebook; increased total followers by 20%.

11. Community Relations

Community Relations refers to the relationship-building strategies companies use with surrounding communities. These relationships are often mutually-beneficial, where a company will support local organizations and communities and receive a stronger customer basis. This differs from public relations, as the focus of community relations is building relationships and goodwill within a community rather than presenting a company's work to the public.

Here's how public relations representatives use community relations:

Develop and implement community relations plans, and periodically assess effectiveness of public information and community outreach programs.
Fostered community relations through events such as Youth Fairs and through involvement in community initiative.

12. 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 representatives use fact sheets:

Prepared and distributed fact sheets, news releases, photographs, and recordings to media contacts interested in publicizing YBGR activities.
Prepared and distributed fact sheets, news releases, photographs, scripts, or tape recordings to media representatives.

13. Giveaways

Here's how public relations representatives use giveaways:

Promoted functions and giveaways from multiple companies in the Philadelphia area.
Created contests such as ticket giveaways to increase interest.

14. Radio Station

A radio station is a station with the standard installations required to transmit audio sounds to a wider audience within a geographical region using radiofrequency waves. The audio sounds include news, music, sports information, jingles, press releases and statements, warnings, talk shows, and a large variety of content that can be transmitted to listeners. This is also called radio broadcasting which is the main role of a radio station. The broadcasting can be done on land, or via a satellite orbiting the earth as in satellite radios.

Here's how public relations representatives use radio station:

Support Promotions Director in public relations, event management and community engagement for five radio stations in Greenville-Spartanburg-Anderson market.
Coordinated joint promotions between McDonald's and area radio stations, TV shows (Nickelodeon), and businesses.

15. Public Relations Strategies

Here's how public relations representatives use public relations strategies:

Developed new & exciting marketing & public relations strategies; established relationships with trade journalists to promote product awareness.
Developed and executed global editorial, marketing communications, and public relations strategies designed to reach sales objectives.

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What skills help Public Relations Representatives 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 representative resumes?

Kevin Pearce Ph.D.

Associate Professor of Communication, Department Chair, Bryant University

Your resume should show your technical knowledge based on your field. For example, if you are applying for a job in public relations, you have to make sure that public relations is represented on your resume. However, there will be hundreds of people with the technical skill to do the job. It is what you have in addition to this that can help you stand out. Being a Communication professor, I might be a bit biased about this. But almost everyone will tell you that you should demonstrate that you have good general communication skills.

Most employers see "communication" as a necessity, even if they do not fully understand what it means. If possible, do not just say you have good communication skills - make it more concrete and show it through other things you write. Employers do not want to see, "I'm a people person," without any proof. Computer skills are also a necessity. It is going to be assumed that you have basic computer skills. If you have any specialized skills, make sure you let that be known. You should also talk about any leadership positions you have held and try to show that you are good at collaborating with others.

What soft skills should all public relations representatives 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 relations representatives?

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 representative skills would you recommend for someone trying to advance their career?

Dr. James Black Ph.D.

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.

What type of skills will young public relations representatives need?

John Hartman

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 representative stand out to employers?

Leslie Boozer

Professor of Practice in Leadership Studies, University of San Diego

Communication skills and the ability to adapt (specifically the ability to pivot and respond to changing needs) are crucial right now. They are also seeking innovators-people who are willing to think differently and creativity to solve the "wicked" problems we are facing in education.

Do you want to know more?

List of public relations representative skills to add to your resume

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

Press Releases
Facebook
Event Planning
Promotional Materials
Twitter
External Communications
Trade Shows
Press Conferences
Community Events
Instagram
Community Relations
Fact Sheets
Giveaways
Radio Station
Public Relations Strategies

Community Outreach
Press Kits
Graphic Design
Health Fairs
Media Management
Public Relations Efforts
PowerPoint
Press Materials
Public Events
Social Media Management
Photo Shoots
Pr Campaigns
Promotional Events
YouTube
Social Media Sites

Local Businesses
Favorable Public Image
Community Organizations
Public Awareness
Social Events
VIP
Cooperative Relationships
ROI
Business Cards
Non-Profit Organization
Public Appearances
Public Service Announcements
News Releases
Clips

Updated January 8, 2025

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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Public Relations Representative Skills

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