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Public relations specialist skills for your resume and career

Updated January 8, 2025
4 min read
Quoted experts
Dr. Keith Strudler Ph.D.,
Kimberley Garth-James
Public relations specialist example skills
Below we've compiled a list of the most critical public relations specialist skills. We ranked the top skills for public relations specialists based on the percentage of resumes they appeared on. For example, 18.3% of public relations specialist resumes contained press releases as a skill. Continue reading to find out what skills a public relations specialist needs to be successful in the workplace.

15 public relations specialist skills for your resume and career

1. Press Releases

Here's how public relations specialists use press releases:
  • Handled media relations contacts, coordinated paid advertising, developed promotional materials, edited press releases, coordinated and attended events.
  • Generate original press releases for a delegation of elected officials to be distributed to regional media outlets for publication.

2. Web Content

Here's how public relations specialists use web content:
  • Maintained web content using content management system.
  • Lead production of communication materials, web content, written materials (program, bio's, signage, etc.)

3. Project Management

Here's how public relations specialists use project management:
  • Project Coordinator, Marketing Communications Provided project management support for the production of all marketing materials.
  • Assisted in the initialization and implementation of processes for project management and design production.

4. Facebook

Here's how public relations specialists use facebook:
  • Developed comprehensive social media strategies; managed brand Twitter and Facebook account presence and delivered ROI/impression tracking.
  • Developed and support community relations social media strategy and outreach through Twitter and Facebook.

5. Story Development

Here's how public relations specialists use story development:
  • Support management of PR agency projects, including story development, media targeting, event planning and proactive pitching.

6. Marketing Campaigns

Here's how public relations specialists use marketing campaigns:
  • Monitor the progress of multiple PR/marketing campaigns simultaneously, effectively scheduling and coordinating their launches to maximize brand exposure.
  • Evaluated new emerging media and technologies and made recommendations for their application within internet marketing and search marketing campaigns.

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7. Twitter

Here's how public relations specialists use twitter:
  • Established Twitter page and quickly built a following of over 1800 by engaging with the community.
  • Launched DDI's presence on social media outlets including our blog, Twitter and LinkedIn.

8. Digital Marketing

Here's how public relations specialists use digital marketing:
  • Build and disseminate quarterly editorial plans to coincide with digital marketing efforts.
  • Drive online persona through strategic digital marketing content creation and management.

9. Instagram

Here's how public relations specialists use instagram:
  • Manage Hinge's Instagram account and post daily images featuring both current users and past success stories.
  • Implemented relevant, topical electronic marketing strategy through the company website, Twitter, and Instagram

10. Pr Campaigns

Here's how public relations specialists use pr campaigns:
  • Coordinated and planned internal/external events and PR campaigns.
  • Assisted in managing public relations agency, with a 1.5 M budget including serving as primary manager on various PR campaigns.

11. PowerPoint

Here's how public relations specialists use powerpoint:
  • Created institutional PowerPoint presentation for the university president; assisted in executing presentations.
  • Conducted surveys, provided reports and meeting materials, including PowerPoint presentations.

12. 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 specialists use graphic design:
  • Coordinated the preparation of proposals, presentation materials and marketing materials utilizing current graphic design technology.
  • Photographed, edited & assisted in layout of graphic design concepts for nationally distributed marketing materials.

13. SEO

Here's how public relations specialists use seo:
  • Used SEO Meta Keywords, Meta Descriptions and Title Tagging to get maximum attention from prospective customers.
  • Managed clients' search engine optimization (SEO) and search engine marketing (SEM) strategies.

14. Linkedin

Here's how public relations specialists use linkedin:
  • Created Sports Creative LinkedIn group that contains high profile members from across the worlds largest sports and lifestyle brands.
  • Manage and supervise all HRSS social media channels (LinkedIn, website, newsletter, employee portal).

15. 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 specialists use external communications:
  • Partner with merchants, legal, and corporate communications to obtain necessary approvals on internal and external communications.
  • Planned and implemented advertising and marketing strategies including recruitment campaigns and re-branding for both internal and external communications.
top-skills

What skills help Public Relations Specialists 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 specialist resumes?

Dr. Keith Strudler Ph.D.Dr. Keith Strudler Ph.D. LinkedIn profile

Director of the School of Communication and Media, Montclair State University

Particularly as organizations are planning not just for the present but also for the post-pandemic future, where employees continue to work remotely and more flexibly than before. I believe that they will continue to want new employees who know how to use digital and remote tools and practices. So those that can comfortably use tools like Slack, Google Meets, and also disciplinary-specific media tools like Studio 6, VMIX, and Frankie, the better positioned they are for a new position. I also think students who have a wide range of skills and can problem solve (as opposed to being tied to one way of doing things) are far more valuable -- which should drive the way universities teach in the future. Finally, given the continued growth of social media, I think students who know how to use social media listening, analytics, and management tools will have a strong advantage and students who can effectively create content for social and understand audience.

What soft skills should all public relations specialists possess?

Kimberley Garth-James

Program Director, Master of Public Administration, Director, Center for Public Affairs (Sacramento), Associate Professor, Azusa Pacific University

Moral behaviors (integrity, honesty, grace, and empathy) to effectively interact with diverse cultures in the community. Future politicians and public administrators (nonprofits, social business enterprises) morality are essential. Interpersonal skills (working with others in teams and groups and relating to audiences). Being dependable, reliable, and well-groomed.

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

Kimberley Garth-James

Program Director, Master of Public Administration, Director, Center for Public Affairs (Sacramento), Associate Professor, Azusa Pacific University

Information technology skills (Word), data analysis skills (Excel, Tableau, SAS, Minitab), Geographic Information Sciences (GIS) assessment skills(ArcGIS, ESRI), as well as reading, writing, presentation, and research skills round out the technical skills.

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

Annemarie FranczykAnnemarie Franczyk LinkedIn profile

Associate Professor, Buffalo State College

No one location is better than the rest. The wider the graduates cast their nets, the luckier they will be in landing a job.

What type of skills will young public relations specialists need?

Gheni Platenburg Ph.D.Gheni Platenburg Ph.D. LinkedIn profile

Assistant Professor, Auburn University

To prepare for tomorrow's jobs, students need a solid background in fundamental journalism techniques and the technical skills of today. This is a multimedia journalism industry, meaning journalists need to possess the ability to tell stories across multiple platforms. There is no longer such a thing as a journalist who only broadcasts work or writes stories for print. It's OK to have specialty areas, but all new graduates need to have writing, video, audio, and graphics skills.

Additionally, mobile journalism skills will also be essential. Before and after the coronavirus pandemic's start, the ability to produce quality work from outside of the newsroom remains a coveted job skill. I foresee the industry moving more into this direction as we advance. Therefore, students should take the opportunities now to perfect those skills.

What technical skills for a public relations specialist 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 specialist

List of public relations specialist skills to add to your resume

Public relations specialist skills

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

  • Press Releases
  • Web Content
  • Project Management
  • Facebook
  • Story Development
  • Marketing Campaigns
  • Twitter
  • Digital Marketing
  • Instagram
  • Pr Campaigns
  • PowerPoint
  • Graphic Design
  • SEO
  • Linkedin
  • External Communications
  • External Audiences
  • Media Management
  • Event Planning
  • Corporate Communications
  • Content Creation
  • Communications Strategies
  • Blog Posts
  • Writing Press Releases
  • Fact Sheets
  • Content Marketing
  • Blogging
  • Press Materials
  • Press Conferences
  • YouTube
  • Press Coverage
  • Product Launches
  • Crisis Communications
  • Community Relations
  • Media Buying
  • Public Relations Strategies
  • Promotional Materials
  • News Articles
  • Community Outreach
  • Trade Shows
  • Press Kits
  • Community Events
  • Target Audience
  • Feature Stories
  • News Stories
  • Photo Shoots
  • Public Relations Efforts
  • Market Research

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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