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Public Relations Specialists

Promote or create an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media. May specialize in using social media.

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    Work Activities

    Work Activities

    • Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
    • Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
    • Write press releases or other media communications to promote clients.
    • Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
    • Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
    • Respond to requests for information from the media or designate an appropriate spokesperson or information source.
    • Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
    • Purchase advertising space or time as required to promote client's product or agenda.
    • Prepare or deliver speeches to further public relations objectives.
    • Coach client representatives in effective communication with the public or with employees.
    • Develop marketing campaigns for environmental technologies or services.
    • Post and update content on the company's Web site and social media outlets.
    • Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
    • Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
    • Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
    • Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
    • Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.

    Skills

    • Negotiation

      Bringing people together to solve differences.

    • Speaking

      Talking to others.

    • Social Perceptiveness

      Understanding people's reactions.

    • Critical Thinking

      Thinking about the pros and cons of different ways to solve a problem.

    • Operations Monitoring

      Watching gauges, dials, or display screens to make sure a machine is working.

    • Operation and Control

      Using equipment or systems.

    • Repairing

      Repairing machines or systems using the right tools.

    • Management of Financial Resources

      Making spending decisions and keeping track of what is spent.

    • Management of Personnel Resources

      Selecting and managing the best workers for a job.

    • Monitoring

      Keeping track of how well people and/or groups are doing in order to make improvements.

    • Mathematics

      Using math to solve problems.

    • Active Listening

      Listening to others, not interrupting, and asking good questions.

    • Service Orientation

      Looking for ways to help people.

    • Instructing

      Teaching people how to do something.

    • Equipment Maintenance

      Planning and doing the basic maintenance on equipment.

    • Systems Evaluation

      Measuring how well a system is working and how to improve it.

    • Management of Material Resources

      Managing equipment and materials.

    • Operations Analysis

      Figuring out what a product or service needs to be able to do.

    • Equipment Selection

      Deciding what kind of tools and equipment are needed to do a job.

    • Troubleshooting

      Figuring out what is causing equipment, machines, wiring, or computer programs to not work.

    • Judgment and Decision Making

      Thinking about the pros and cons of different options and picking the best one.

    • Time Management

      Managing your time and the time of other people.

    • Installation

      Installing equipment, machines, wiring, or computer programs.

    • Coordination

      Changing what is done based on other people's actions.

    • Persuasion

      Talking people into changing their minds or their behavior.

    • Writing

      Writing things for co-workers or customers.

    • Reading Comprehension

      Reading work-related information.

    • Active Learning

      Figuring out how to use new ideas or things.

    • Learning Strategies

      Using the best training or teaching strategies for learning new things.

    • Complex Problem Solving

      Noticing a problem and figuring out the best way to solve it.

    • Programming

      Writing computer programs.

    • Quality Control Analysis

      Testing how well a product or service works.

    • Technology Design

      Making equipment and technology useful for customers.

    • Systems Analysis

      Figuring out how a system should work and how changes in the future will affect it.

    • Science

      Using scientific rules and strategies to solve problems.

    WorkKeys®

    Applied Math
    0
    Workplace Documents
    5
    Graphic Literacy
    5

    Abilities

    • Dynamic Strength

      Exercising for a long time without your muscles getting tired.

    • Response Orientation

      Quickly deciding if you should move your hand, foot, or other body part.

    • Visual Color Discrimination

      Noticing the difference between colors, including shades and brightness.

    • Explosive Strength

      Jumping, sprinting, or throwing something.

    • Time Sharing

      Doing two or more things at the same time.

    • Originality

      Creating new and original ideas.

    • Problem Sensitivity

      Noticing when problems happen.

    • Selective Attention

      Paying attention to something without being distracted.

    • Manual Dexterity

      Holding or moving items with your hands.

    • Speech Clarity

      Speaking clearly.

    • Peripheral Vision

      Seeing something to your side when your are looking ahead.

    • Hearing Sensitivity

      Telling the difference between sounds.

    • Speed of Limb Movement

      Quickly moving your arms and legs.

    • Near Vision

      Seeing details up close.

    • Depth Perception

      Deciding which thing is closer or farther away from you, or deciding how far away it is from you.

    • Number Facility

      Adding, subtracting, multiplying, or dividing.

    • Flexibility of Closure

      Seeing hidden patterns.

    • Gross Body Equilibrium

      Keeping your balance or staying upright.

    • Glare Sensitivity

      Seeing something even if there is a glare or very bright light.

    • Auditory Attention

      Paying attention to one sound while there are other distracting sounds.

    • Sound Localization

      Noticing the direction that a sound came from.

    • Stamina

      Exercising for a long time without getting out of breath.

    • Night Vision

      Seeing at night or under low light.

    • Multilimb Coordination

      Using your arms and/or legs together while sitting, standing, or lying down.

    • Visualization

      Imagining how something will look after it is moved around or changed.

    • Perceptual Speed

      Quickly comparing groups of letters, numbers, pictures, or other things.

    • Deductive Reasoning

      Using rules to solve problems.

    • Static Strength

      Lifting, pushing, pulling, or carrying.

    • Memorization

      Remembering words, numbers, pictures, or steps.

    • Arm-Hand Steadiness

      Keeping your arm or hand steady.

    • Spatial Orientation

      Knowing where things are around you.

    • Finger Dexterity

      Putting together small parts with your fingers.

    • Speed of Closure

      Quickly knowing what you are looking at.

    • Control Precision

      Quickly changing the controls of a machine, car, truck or boat.

    • Reaction Time

      Quickly moving your hand, finger, or foot based on a sound, light, picture or other command.

    • Extent Flexibility

      Bending, stretching, twisting, or reaching with your body, arms, and/or legs.

    • Dynamic Flexibility

      Quickly and repeatedly bending, stretching, twisting, or reaching out with your body, arms, and/or legs.

    • Far Vision

      Seeing details that are far away.

    • Oral Comprehension

      Listening and understanding what people say.

    • Written Expression

      Communicating by writing.

    • Written Comprehension

      Reading and understanding what is written.

    • Oral Expression

      Communicating by speaking.

    • Information Ordering

      Ordering or arranging things.

    • Rate Control

      Changing when and how fast you move based on how something else is moving.

    • Wrist-Finger Speed

      Making fast, simple, repeated movements of your fingers, hands, and wrists.

    • Trunk Strength

      Using your lower back and stomach.

    • Speech Recognition

      Recognizing spoken words.

    • Gross Body Coordination

      Moving your arms, legs, and mid-section together while your whole body is moving.

    • Fluency of Ideas

      Coming up with lots of ideas.

    • Category Flexibility

      Grouping things in different ways.

    • Mathematical Reasoning

      Choosing the right type of math to solve a problem.

    • Inductive Reasoning

      Making general rules or coming up with answers from lots of detailed information.

    Knowledge

    • Medicine and Dentistry

      Knowledge of the information and techniques needed to diagnose and treat human injuries, diseases, and deformities. This includes symptoms, treatment alternatives, drug properties and interactions, and preventive health-care measures.

    • Therapy and Counseling

      Knowledge of principles, methods, and procedures for diagnosis, treatment, and rehabilitation of physical and mental dysfunctions, and for career counseling and guidance.

    • Fine Arts

      Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.

    • Telecommunications

      Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.

    • Law and Government

      Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.

    • Economics and Accounting

      Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.

    • Production and Processing

      Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.

    • Physics

      Knowledge and prediction of physical principles, laws, their interrelationships, and applications to understanding fluid, material, and atmospheric dynamics, and mechanical, electrical, atomic and sub-atomic structures and processes.

    • Geography

      Knowledge of principles and methods for describing the features of land, sea, and air masses, including their physical characteristics, locations, interrelationships, and distribution of plant, animal, and human life.

    • Public Safety and Security

      Knowledge of relevant equipment, policies, procedures, and strategies to promote effective local, state, or national security operations for the protection of people, data, property, and institutions.

    • Communications and Media

      Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

    • Administrative

      Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.

    • Personnel and Human Resources

      Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.

    • Chemistry

      Knowledge of the chemical composition, structure, and properties of substances and of the chemical processes and transformations that they undergo. This includes uses of chemicals and their interactions, danger signs, production techniques, and disposal methods.

    • Administration and Management

      Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

    • Customer and Personal Service

      Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

    • Computers and Electronics

      Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

    • Biology

      Knowledge of plant and animal organisms, their tissues, cells, functions, interdependencies, and interactions with each other and the environment.

    • Philosophy and Theology

      Knowledge of different philosophical systems and religions. This includes their basic principles, values, ethics, ways of thinking, customs, practices, and their impact on human culture.

    • Education and Training

      Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

    • English Language

      Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

    • Engineering and Technology

      Knowledge of the practical application of engineering science and technology. This includes applying principles, techniques, procedures, and equipment to the design and production of various goods and services.

    • Building and Construction

      Knowledge of materials, methods, and the tools involved in the construction or repair of houses, buildings, or other structures such as highways and roads.

    • Design

      Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.

    • History and Archeology

      Knowledge of historical events and their causes, indicators, and effects on civilizations and cultures.

    • Mechanical

      Knowledge of machines and tools, including their designs, uses, repair, and maintenance.

    • Foreign Language

      Knowledge of the structure and content of a foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.

    • Transportation

      Knowledge of principles and methods for moving people or goods by air, rail, sea, or road, including the relative costs and benefits.

    • Mathematics

      Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

    • Psychology

      Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.

    • Sociology and Anthropology

      Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.

    • Sales and Marketing

      Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

    • Food Production

      Knowledge of techniques and equipment for planting, growing, and harvesting food products (both plant and animal) for consumption, including storage/handling techniques.

    Career Video

    Additional videos and more information available on CareerOneStop

    Pay

    • Ohio Annual Salary 66870/yr
    • Typical Salary
    • Ohio Hourly Wage 32.15/hr
    • Typical Hourly Wage

    Ohio Employment Trends

    • Currently Employed 8,540
    • Yearly Projected Openings 800

    Typical Education

    Personality

    Enterprising: People interested in this work like activities that include leading, making decisions, and business.They do well at jobs that need:
    • Attention to Detail
    • Integrity
    • Initiative
    • Dependability
    • Persistence
    • Adaptability/Flexibility

    Tools

    • Desktop computers
    • Laser printers
    • Notebook computers
    • Personal computers
    • Photocopiers
    • Special purpose telephones

    Technology

    • Cloud-based data access and sharing software
    • Customer relationship management CRM software
    • Data base reporting software
    • Data base user interface and query software
    • Data mining software
    • Desktop communications software
    • Desktop publishing software
    • Development environment software
    • Document management software
    • Electronic mail software
    • Graphics or photo imaging software
    • Information retrieval or search software
    • Instant messaging software
    • Internet browser software
    • Multi-media educational software
    • Network conferencing software
    • Network monitoring software
    • Office suite software
    • Operating system software
    • Presentation software
    • Project management software
    • Sales and marketing software
    • Spreadsheet software
    • Video conferencing software
    • Video creation and editing software
    • Web page creation and editing software
    • Web platform development software
    • Word processing software

    Tags

    • InDemand occupations are considered a priority by the state of Ohio.
    • Apprenticeships are available for this occupation. These programs can help you get hands-on experience and build your skills.

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