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What does a public relations specialist do?

Updated January 8, 2025
8 min read
Quoted expert
Mike Bromberg
What does a public relations specialist do

A public relations specialist is an individual who creates and maintains a favorable public image of an organization by crafting media releases and developing social media programs. Public relations specialists must help their clients communicate effectively with the public as well as evaluate the public opinion of their clients through social media. They need to draft their press releases and contact people in the media who might want to broadcast their materials. Public relations specialists are also required to draft speeches and arrange interviews for the top executives of their organization.

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Public relations specialist responsibilities

Here are examples of responsibilities from real public relations specialist resumes:

  • Plan and manage social media efforts which generate> 22k incremental Instagram followers in four months.
  • Manage public affairs and media efforts including writing and placing op-eds and mobilizing editorial campaigns.
  • Maintain strong working relationships across all departments to manage successful on-site opportunities, content and multimedia asset development and spokesperson requests.
  • Prepare or edit organizational publications for internal and external audiences, including Facebook, media and local newspapers.
  • Launch Instagram account for Chevy Motorsports fans.
  • Promote company through personal blog, twitter and reddit pages.
  • Launch internal relations programs including LinkedIn group, website and training tool.
  • Work closely with SEO and marketing analysts to make sure content on the blogs and website is engaging to readers.
  • Promote WiserU LinkedIn seminars to colleges and universities so upcoming college graduates can master LinkedIn for job search and career.
  • Proofread by-lined articles written by clients and edit client abstracts to submit to tech, legal and business trade publications.
  • Proofread collateral and public relations copy.
  • Create Facebook page for regular communication with congregants in youth department.
  • Conduct surveys, provide reports and meeting materials, including PowerPoint presentations.
  • Interview alumni and faculty, write articles for alumni and development publications.
  • Maintain confidential alumni and donor records using various databases and hard-copy files.

Public relations specialist skills and personality traits

We calculated that 18% of Public Relations Specialists are proficient in Press Releases, Web Content, and Project Management. They’re also known for soft skills such as Organizational skills, Problem-solving skills, and Speaking skills.

We break down the percentage of Public Relations Specialists that have these skills listed on their resume here:

  • Press Releases, 18%

    Handled media relations contacts, coordinated paid advertising, developed promotional materials, edited press releases, coordinated and attended events.

  • Web Content, 6%

    Maintained web content using content management system.

  • Project Management, 5%

    Project Coordinator, Marketing Communications Provided project management support for the production of all marketing materials.

  • Facebook, 4%

    Developed comprehensive social media strategies; managed brand Twitter and Facebook account presence and delivered ROI/impression tracking.

  • Story Development, 4%

    Support management of PR agency projects, including story development, media targeting, event planning and proactive pitching.

  • Marketing Campaigns, 4%

    Monitor the progress of multiple PR/marketing campaigns simultaneously, effectively scheduling and coordinating their launches to maximize brand exposure.

Common skills that a public relations specialist uses to do their job include "press releases," "web content," and "project management." You can find details on the most important public relations specialist responsibilities below.

Organizational skills. One of the key soft skills for a public relations specialist to have is organizational skills. You can see how this relates to what public relations specialists do because "public relations specialists are often in charge of managing several events or communications at the same time, which requires excellent skills in coordinating arrangements." Additionally, a public relations specialist resume shows how public relations specialists use organizational skills: "prepared or edited organizational publications for internal and external audiences, including facebook, media and local newspapers. "

Problem-solving skills. Many public relations specialist duties rely on problem-solving skills. "public relations specialists sometimes must explain how a company or client is handling sensitive issues," so a public relations specialist will need this skill often in their role. This resume example is just one of many ways public relations specialist responsibilities rely on problem-solving skills: "analyze client websites and recommend solutions for better seo (search engine optimization). "

Speaking skills. public relations specialists are also known for speaking skills, which are critical to their duties. You can see how this skill relates to public relations specialist responsibilities, because "public relations specialists regularly speak on behalf of clients or their organization." A public relations specialist resume example shows how speaking skills is used in the workplace: "implemented corporate executive speaking program, providing time sensitive announcements and managing internal approval processes for press releases as necessary. "

Writing skills. A big part of what public relations specialists do relies on "writing skills." You can see how essential it is to public relations specialist responsibilities because "public relations specialists must be able to write well-organized and clear press releases, speeches, and social media posts." Here's an example of how this skill is used from a resume that represents typical public relations specialist tasks: "initiated consistency in department visuals by writing guidelines and designing powerpoint templates for employees whodevelop and deliver presentations. "

See the full list of public relations specialist skills

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Compare different public relations specialists

Public relations specialist 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.

The annual salary of publicists is $2,555 higher than the average salary of public relations specialists.Even though public relations specialists and publicists are distinct careers, a few of the skills required for both jobs are similar. For example, both careers require press releases, twitter, and instagram in the day-to-day roles and responsibilities.

There are some key differences in the responsibilities of each position. For example, public relations specialist responsibilities require skills like "web content," "strong project management," "project management," and "facebook." Meanwhile a typical publicist has skills in areas such as "publicity materials," "fiction," "nyc," and "press junkets." This difference in skills reveals the differences in what each career does.

Publicists earn the highest salaries when working in the media industry, with an average yearly salary of $52,774. On the other hand, public relations specialists are paid more in the finance industry with an average salary of $65,431.On average, publicists reach similar levels of education than public relations specialists. Publicists are 2.7% less likely to earn a Master's Degree and 0.3% more likely to graduate with a Doctoral Degree.

Public relations specialist vs. Communications associate

A communications associate is responsible for assisting with writing and communication projects and tasks within an organization. They are responsible for planning and implementing communication strategies, overseeing the company's media promotion, and editing and proofreading communication materials and texts. As a communications associate, you will be most likely to manage an organization's online presence by developing, updating, or revising its website and creating copy for social media. You also must cultivate and consolidate good media relations, and oversee the company's promotion campaigns and advertising.

On average, communications associates earn a $3,647 lower salary than public relations specialists a year.While the salary may differ for these jobs, they share a few skills needed to perform their duties. Based on resume data, both public relations specialists and communications associates have skills such as "press releases," "web content," and "project management. "

While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that public relations specialist responsibilities requires skills like "strong project management," "marketing campaigns," "digital marketing," and "google+." But a communications associate might use other skills in their typical duties, such as, "customer service," "patients," "administrative tasks," and "photoshop."

Communications associates may earn a lower salary than public relations specialists, but communications associates earn the most pay in the finance industry with an average salary of $63,395. On the other hand, public relations specialists receive higher pay in the finance industry, where they earn an average salary of $65,431.In general, communications associates achieve similar levels of education than public relations specialists. They're 1.3% more likely to obtain a Master's Degree while being 0.3% more likely to earn a Doctoral Degree.

What technology do you think will become more important and prevalent for public relations specialists in the next 3-5 years?

Mike BrombergMike Bromberg LinkedIn profile

Assistant Professor, East-West University

Digital media (and new media) are classes where students can learn cutting-edge techniques for how we view and manage media. Recently, I led a class that analyzed "fake news" and how information that we consume, even from traditionally reliable and name-brand sources, can report inaccurate and distorted content due to politics or ideology. We looked at the research to answer questions such as "how do you determine if the news is fake or not?" and "is an opinion piece considered fake news?"
How we get our information will be more relevant, and new media platforms will continue to change how it is consumed.

I felt it essential to engage students with sources from both liberal and conservative views, especially with the discussion on fake news. For many people, unfortunately, ideology is more important than facts.

Public relations specialist vs. Community relations coordinator

A public relations coordinator or community relations coordinator is an individual who is responsible for promoting or creating a public image for individuals, groups, or organizations. Since businesses are major contributors to communities and fundraisers, public relations coordinators are required to handle donations requests and build a marketing platform for the company. They must work with advertising representatives and other members of the media team to help promote the image of the company to the community. Community relations coordinators are also required to handle charity events such as blood drives or hold a corporate carnivals to benefit cancer research.

On average, community relations coordinators earn lower salaries than public relations specialists, with a $2,492 difference per year.Using the responsibilities included on public relations specialists and community relations coordinators resumes, we found that both professions have similar skill requirements, such as "press releases," "facebook," and "twitter.rdquo;

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 specialist resumes include skills like "web content," "strong project management," "project management," and "story development," whereas a community relations coordinator is more likely to list skills in "patients," "admission process," "medicaid," and "english language. "

Community relations coordinators earn the best pay in the hospitality industry, where they command an average salary of $50,326. Public relations specialists earn the highest pay from the finance industry, with an average salary of $65,431.Most community relations coordinators achieve a similar degree level compared to public relations specialists. For example, they're 2.0% more likely to graduate with a Master's Degree, and 0.2% more likely to earn a Doctoral Degree.

Public relations specialist 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.

Social media specialists typically earn higher pay than public relations specialists. On average, social media specialists earn a $3,460 higher salary per year.According to resumes from public relations specialists and social media specialists, some of the skills necessary to complete the responsibilities of each role are similar. These skills include "press releases," "web content," and "facebook. "

Even though a few skill sets overlap between public relations specialists and social media specialists, there are some differences that are important to note. For one, a public relations specialist might have more use for skills like "strong project management," "project management," "story development," and "seo." Meanwhile, some responsibilities of social media specialists require skills like "social media marketing," "customer service," "social platforms," and "social channels. "

Social media specialists enjoy the best pay in the professional industry, with an average salary of $52,527. For comparison, public relations specialists earn the highest salary in the finance industry.social media specialists reach similar levels of education compared to public relations specialists, in general. The difference is that they're 2.6% more likely to earn a Master's Degree, and 0.2% less likely to graduate with a Doctoral Degree.

Types of public relations specialist

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.

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