O*NET-SOC 27-3031.00
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.
From O*NET 30.3
Tasks
From O*NET 30.3, by importance, as O*NET OnLine lists them
Free · O*NET 30.3- Respond to requests for information from the media or designate an appropriate spokesperson or information source.Core1764
- Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.Core20555
- Post and update content on the company's Web site and social media outlets.Core23951
- Write press releases or other media communications to promote clients.Core20554
- Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.Core1765
- Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.Core1770
- Coach client representatives in effective communication with the public or with employees.Core1772
- 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.Core1769
- Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.Core20557
- Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.Core1768
- Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.Core1775
- Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.Core19811
- Coordinate public responses to environmental management incidents or conflicts.Supplemental19809
- Confer with production or support personnel to produce or coordinate production of advertisements or promotions.Core1767
- Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.Core1771
- Prepare or deliver speeches to further public relations objectives.Core1773
- Develop marketing campaigns for environmental technologies or services.Supplemental19810
- Purchase advertising space or time as required to promote client's product or agenda.Supplemental1774
Technology Skills
From O*NET 30.3, 70 examples in 28 categories, 26 Hot Technology
Free · O*NET 30.3Word processing software
- 3M Post-it App
- Adobe Acrobat Writer
- Google DocsHot Technology
- Microsoft WordHot Technology
Document management software
- Adobe AcrobatHot Technology
- Adobe Acrobat Reader
- Microsoft SharePointHot TechnologyIn Demand
Development environment software
- Adobe ActionScript
Video creation and editing software
- Adobe After EffectsHot Technology
- Apple Final Cut Express
- Apple Final Cut Pro
- Apple QuickTime
- YouTube
Graphics or photo imaging software
- Adobe Creative Cloud softwareHot TechnologyIn Demand
- Adobe IllustratorHot Technology
- Adobe PhotoshopHot TechnologyIn Demand
- Apple iPhoto
- CanvaHot TechnologyIn Demand
- JamBoard
- SmugMug Flickr
Web page creation and editing software
- Adobe Dreamweaver
- Blogging software
- FacebookHot Technology
- Myspace
- Podcasting software
- Social media sites
- Website management software
- WordPressHot TechnologyIn Demand
Desktop publishing software
- Adobe InDesignHot TechnologyIn Demand
- Microsoft Publisher
Data base user interface and query software
- Airtable
- Cision CisionPoint
- FileMaker Pro
Presentation software
- Apple Keynote
- Google Slides
- Mentimeter
- Microsoft PowerPointHot TechnologyIn Demand
Operating system software
- Apple macOSHot Technology
Customer relationship management CRM software
- Blackbaud The Raiser's Edge
- Microsoft Dynamics
- Oracle Eloqua
- Salesforce softwareHot Technology
Web platform development software
- Cascading style sheets CSSHot Technology
- Drupal
- Dynamic hypertext markup language DHTML
- Extensible hypertext markup language XHTML
- Hypertext markup language HTMLHot Technology
- JavaScriptHot Technology
Video conferencing software
- Cisco WebexHot Technology
Sales and marketing software
- Google Ads
- HubSpot softwareHot Technology
- Marketo Marketing AutomationHot Technology
Data mining software
- Google AnalyticsHot Technology
Cloud-based data access and sharing software
- Google Drive
Information retrieval or search software
- LexisNexis
Network conferencing software
- LogMeIn GoToWebinar
- Slido interaction software
Spreadsheet software
- Microsoft ExcelHot TechnologyIn Demand
Office suite software
- Microsoft Office softwareHot TechnologyIn Demand
Electronic mail software
- Microsoft OutlookHot TechnologyIn Demand
Project management software
- Microsoft ProjectHot Technology
Multi-media educational software
- Nearpod
Data base reporting software
- Oracle Business Intelligence Discoverer
Desktop communications software
- ParentSquare
Instant messaging software
Internet browser software
- Web browser software
Network monitoring software
- Wireshark
Detailed Work Activities
From O*NET 30.3, under their work activities; open one for the AI skills Workforce Automation maps to it
Free · O*NET 30.3Getting Information
Conduct market research.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Making Decisions and Solving Problems
Edit written materials.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Thinking Creatively
Develop promotional strategies or plans.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Maintain contingency plans for disaster recovery.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Documenting/Recording Information
Write informational material.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Write advertising or promotional material.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Communicating with Supervisors, Peers, or Subordinates
Collaborate with others in marketing activities.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Communicating with People Outside the Organization
Inform viewers, listeners, or audiences.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Provide educational information to the public.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Establishing and Maintaining Interpersonal Relationships
Develop collaborative relationships between departments or with external organizations.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Develop business relationships.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Selling or Influencing Others
Promote products, activities, or organizations.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Coordinating the Work and Activities of Others
Communicate with management or other staff to resolve problems.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Guiding, Directing, and Motivating Subordinates
Coordinate logistics for productions or events.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Coaching and Developing Others
Coach others.
WFA · Part of the paid plan when accounts openWFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level
- No tools yet
- Not mapped yet
Job Zone
From O*NET 30.3
Free · O*NET 30.3Job Zone Four: Considerable Preparation Needed
Workforce Automation analysis, not part of the source
WFA coverage: AI skills for this job
WFA · Part of the paid plan when accounts openPilot mapping: these skill links come from our seed list and haven’t been reviewed yet. Expect them to change as each one is checked.
Equivalents
NICE work roles, with their DCWF equivalents
Mapped to this job by the ETO-CSET NICE/O*NET crosswalk (2024); roles from NICE Framework Components v2.2.0, DCWF equivalents from DoD DCWF Tool v5.3 (2026-09-25)
Free · NICE Framework Components v2.2.0 and DoD DCWF Tool v5.3 (2026-09-25)No NICE work role maps to this job.