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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

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

    Skills

    • Service Orientation

      Looking for ways to help people.

    • Operation and Control

      Using equipment or systems.

    • Instructing

      Teaching people how to do something.

    • Judgment and Decision Making

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

    • Equipment Maintenance

      Planning and doing the basic maintenance on equipment.

    • Monitoring

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

    • Troubleshooting

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

    • Management of Financial Resources

      Making spending decisions and keeping track of what is spent.

    • Writing

      Writing things for co-workers or customers.

    • Reading Comprehension

      Reading work-related information.

    • Mathematics

      Using math to solve problems.

    • Learning Strategies

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

    • Persuasion

      Talking people into changing their minds or their behavior.

    • Systems Analysis

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

    • Operations Analysis

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

    • Management of Personnel Resources

      Selecting and managing the best workers for a job.

    • Technology Design

      Making equipment and technology useful for customers.

    • Social Perceptiveness

      Understanding people's reactions.

    • Equipment Selection

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

    • Repairing

      Repairing machines or systems using the right tools.

    • Coordination

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

    • Operations Monitoring

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

    • Complex Problem Solving

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

    • Systems Evaluation

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

    • Programming

      Writing computer programs.

    • Time Management

      Managing your time and the time of other people.

    • Negotiation

      Bringing people together to solve differences.

    • Installation

      Installing equipment, machines, wiring, or computer programs.

    • Quality Control Analysis

      Testing how well a product or service works.

    • Active Learning

      Figuring out how to use new ideas or things.

    • Science

      Using scientific rules and strategies to solve problems.

    • Management of Material Resources

      Managing equipment and materials.

    • Speaking

      Talking to others.

    • Active Listening

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

    • Critical Thinking

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

    WorkKeys®

    Applied Math
    0
    Workplace Documents
    5
    Graphic Literacy
    5

    Abilities

    • Originality

      Creating new and original ideas.

    • Visualization

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

    • Speed of Closure

      Quickly knowing what you are looking at.

    • Oral Comprehension

      Listening and understanding what people say.

    • Memorization

      Remembering words, numbers, pictures, or steps.

    • Selective Attention

      Paying attention to something without being distracted.

    • Flexibility of Closure

      Seeing hidden patterns.

    • 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.

    • Static Strength

      Lifting, pushing, pulling, or carrying.

    • Glare Sensitivity

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

    • Stamina

      Exercising for a long time without getting out of breath.

    • Sound Localization

      Noticing the direction that a sound came from.

    • Inductive Reasoning

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

    • Rate Control

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

    • Trunk Strength

      Using your lower back and stomach.

    • Extent Flexibility

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

    • Information Ordering

      Ordering or arranging things.

    • Mathematical Reasoning

      Choosing the right type of math to solve a problem.

    • Category Flexibility

      Grouping things in different ways.

    • Control Precision

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

    • Multilimb Coordination

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

    • Written Comprehension

      Reading and understanding what is written.

    • Manual Dexterity

      Holding or moving items with your hands.

    • Wrist-Finger Speed

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

    • Speech Recognition

      Recognizing spoken words.

    • Depth Perception

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

    • Gross Body Equilibrium

      Keeping your balance or staying upright.

    • Visual Color Discrimination

      Noticing the difference between colors, including shades and brightness.

    • Response Orientation

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

    • Dynamic Strength

      Exercising for a long time without your muscles getting tired.

    • Near Vision

      Seeing details up close.

    • Hearing Sensitivity

      Telling the difference between sounds.

    • Peripheral Vision

      Seeing something to your side when your are looking ahead.

    • Auditory Attention

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

    • Night Vision

      Seeing at night or under low light.

    • Problem Sensitivity

      Noticing when problems happen.

    • Deductive Reasoning

      Using rules to solve problems.

    • Number Facility

      Adding, subtracting, multiplying, or dividing.

    • Time Sharing

      Doing two or more things at the same time.

    • Perceptual Speed

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

    • Written Expression

      Communicating by writing.

    • Fluency of Ideas

      Coming up with lots of ideas.

    • Oral Expression

      Communicating by speaking.

    • Gross Body Coordination

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

    • Explosive Strength

      Jumping, sprinting, or throwing something.

    • Reaction Time

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

    • Speed of Limb Movement

      Quickly moving your arms and legs.

    • Dynamic Flexibility

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

    • Speech Clarity

      Speaking clearly.

    • Far Vision

      Seeing details that are far away.

    Knowledge

    • Production and Processing

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

    • Food Production

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

    • 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.

    • Mathematics

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

    • 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.

    • Economics and Accounting

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

    • 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.

    • 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.

    • 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.

    • 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.

    • Fine Arts

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

    • Law and Government

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

    • 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.

    • 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.

    • Design

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

    • Biology

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

    • 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.

    • English Language

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

    • 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.

    • 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.

    • Telecommunications

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

    • Computers and Electronics

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

    • Mechanical

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

    • 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.

    • 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.

    • 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.

    • 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.

    • History and Archeology

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

    • Transportation

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

    • 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.

    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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