Occupation Summary

Public Relations Specialists

O*NET 27-3031.00


Engage in promoting or creating an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media.

Annual Wages:
Employment Rate:
Employment is expected to increase by 17.75%.
Education Level:
Bachelor's Degree. According to O*Net, the majority of people employed in this occupation have this level of education.
Business and Industry

  1. Respond to requests for information from the media or designate an appropriate spokesperson or information source.
  2. Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
  3. Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
  4. Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
  5. 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.
  6. Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
  7. Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
  8. Coach client representatives in effective communication with the public or with employees.
  9. Prepare or deliver speeches to further public relations objectives.
  10. Purchase advertising space or time as required to promote client's product or agenda.
  11. Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
  12. Coordinate public responses to environmental management incidents or conflicts.
  13. Develop marketing campaigns for environmental technologies or services.
  14. Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.
  15. Write press releases or other media communications to promote clients.
  16. Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
  17. Update and maintain content posted on the Web.
  18. Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.

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National Industry Employment Patterns

Industry % of Public Relations Specialists employed Annual Growth Rate
Advertising, PR, and related services 14.8 0.41
Social advocacy organizations 3.7 1.36
Grantmaking and giving services 3.4 2.23
Management and technical consulting services 3 2.31

Labor Market Information

2018 Statewide average hourly wage $29.13
2018 National average hourly wage $32.90
2016 National employment 259,600
2016 Texas employment 30,088
Texas projected employment by 2026 35,430
Texas projected annual employment and Turnover openings through 2026 3,668

* Due to confidentiality rules, not all regions may have the data displayed. The sum of all the regions may not be equal to the state total.

Top 10 Relevant Knowledge Areas Relevant Importance Levels
English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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.
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.
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.
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.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
Sociology and Anthropology
Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
Law and Government
Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.
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.

Top 10 Relevant Skill Areas Relevant Importance Levels
Active Listening
Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Talking to others to convey information effectively.
Communicating effectively in writing as appropriate for the needs of the audience.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
Adjusting actions in relation to others' actions.
Time Management
Managing one's own time and the time of others.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Reading Comprehension
Understanding written sentences and paragraphs in work related documents.
Persuading others to change their minds or behavior.
Complex Problem Solving
Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Top 10 Relevant Abilities Relevant Importance Levels
Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Written Expression
The ability to communicate information and ideas in writing so others will understand.
Speech Clarity
The ability to speak clearly so others can understand you.
Speech Recognition
The ability to identify and understand the speech of another person.
Written Comprehension
The ability to read and understand information and ideas presented in writing.
Problem Sensitivity
The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
Deductive Reasoning
The ability to apply general rules to specific problems to produce answers that make sense.
Near Vision
The ability to see details at close range (within a few feet of the observer).
Inductive Reasoning
The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

  • Getting Information
    -- Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Communicating with Persons Outside Organization
    -- Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
  • Communicating with Supervisors, Peers, or Subordinates
    -- Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Interacting With Computers
    -- Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Thinking Creatively
    -- Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Other Activities

  • Access media advertising services
  • Advise clients and customers on technical matters
  • Answer questions from customers or the public
  • Answer questions from employees or colleagues
  • Assemble advertising and merchandise displays
  • Collect details for stories or articles
  • Communicate with public affairs office
  • Conduct business, market, or managerial research
  • Conduct informational presentations
  • Conduct meetings with clients and customers
  • Conduct public relations
  • Conduct staff meetings
  • Confer with community groups or authorities
  • Confer with departmental heads to coordinate activities
  • Convey moods or emotions through writing
  • Coordinate media relations
  • Coordinate production materials, activities or processes
  • Correct grammar, punctuation, or spelling in written materials
  • Design advertising layout
  • Design informational presentations
  • Design marketing and support materials
  • Develop message to be shared in speeches, debates, or press conferences
  • Develop plans for programs or projects
  • Develop programs for social media and bloggers
  • Develop sales presentations
  • Develop videos for internal and external audiences
  • Develop web content and applications
  • Dictate correspondence to be recorded
  • Discuss advertising strategies
  • Distribute informational bulletins
  • Edit digital photographs
  • Edit written material content
  • Establish relationships with clients and customers
  • Establish relationships with external agencies and community organizations
  • Evaluate advertising promotions
  • Identify interests of publication readers
  • Identify needs of communication-impaired persons
  • Identify potential markets
  • Inform clients of fluctuations affecting account
  • Interpret information to formulate story ideas
  • Maintain awareness of social trends
  • Maintain cooperative working relationships with community service organizations
  • Maintain internet website
  • Maintain relationships with clients and customers
  • Maintain relationships with employees and co-workers
  • Maintain relationships with external agencies, organizations, and communities
  • Maintain relationships with stakeholders
  • Maintain relationships with vendors
  • Manage community relations for law enforcement agency
  • Monitor consumer or marketing trends
  • Monitor social media to refine business use and strategies
  • Motivate employee behavior and performance
  • Operate computers to enter, calculate, access, and retrieve data
  • Plan conferences or events
  • Plan meetings
  • Plan work schedules
  • Practice commentary or dialogue to be shared in speeches, debates, or public venues
  • Practice creative writing and development
  • Prepare business, operational, or managerial reports
  • Prepare promotional plans
  • Prepare technical or scientific reports
  • Present commentary or news in broadcast, recording, or live mediums
  • Procure items or gifts for guests, clients, or meetings
  • Produce marketing and support materials
  • Promote institutional objectives to associations, agencies, or community groups
  • Provide customer service
  • Relay information to supervisor or officials
  • Represent organization at meetings and events
  • Research information for news programs and broadcasts
  • Resolve customer or public complaints
  • Resolve worker or organizational conflicts or grievances
  • Sell products
  • Sell services
  • Solicit support from officials
  • Solicit support from the general public
  • Supervise subordinate personnel or contractors
  • Train workers in use of equipment or computers
  • Verify sources or documentation for stories
  • Write advertising copy
  • Write articles concerning the news or analysis commentary
  • Write public sector, educational, or institutional grant proposals

  • Achievement
    - Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
  • Independence
    - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.


Desktop computers: Desktop computers;

Laser printers: Computer laser printers;

Notebook computers: Laptop computers;

Personal computers: Personal computers;

Photocopiers: Photocopying equipment;

Special purpose telephones: Multi-line telephone systems;


Customer relationship management CRM software: Blackbaud The Raiser's Edge; Customer relationship management CRM software;

Data base reporting software: Oracle Business Intelligence Discoverer;

Data base user interface and query software: Oracle software; FileMaker Pro software; Google+; LinkedIn; Cision CisionPoint;

Data mining software: Google Analytics;

Desktop publishing software: Microsoft Publisher; Adobe Systems Adobe InDesign;

Document management software: Adobe Systems Adobe Reader; Adobe Systems Adobe Acrobat software;

Electronic mail software: Microsoft Outlook;

Graphics or photo imaging software: Adobe Systems Adobe Fireworks; Adobe Systems Adobe Flash; Adobe Systems Adobe Illustrator; Adobe Systems Adobe Photoshop software; Apple iPhoto;

Information retrieval or search software: LexisNexis software;

Instant messaging software: Twitter;

Internet browser software: Web browser software;

Office suite software: Microsoft Office software;

Presentation software: Microsoft PowerPoint;

Project management software: Microsoft SharePoint software;

Sales and marketing software: Google AdWords;

Spreadsheet software: Microsoft Excel;

Video creation and editing software: Apple Final Cut Express; Apple Final Cut Pro; Apple QuickTime; Adobe Systems Adobe AfterEffects; YouTube;

Web page creation and editing software: MySpace; Website management software; Adobe Systems Adobe Dreamweaver; Blogging software; Facebook; Podcasting software;

Web platform development software: Hypertext markup language HTML; JavaScript; Cascading Style Sheets CSS; Drupal;

Word processing software: Adobe Systems Adobe Writer; Microsoft Word;

Related O*NET occupational titles for Public Relations Specialists include:
  • 11-2011.00 Advertising and Promotions Managers
  • 41-3011.00 Advertising Sales Agents
  • 23-1022.00 Arbitrators, Mediators, and Conciliators
  • 27-3043.04 Copy Writers
  • 41-3021.00 Insurance Sales Agents
  • 13-1161.00 Market Research Analysts and Marketing Specialists
  • 13-1121.00 Meeting, Convention, and Event Planners
  • 11-2031.00 Public Relations and Fundraising Managers
  • 41-3031.02 Sales Agents, Financial Services

Sources of Additional Information
  • For more information about public relations managers, including professional certification in public relations, visit: Public Relations Society of America
  • Public Relations Student Society of America
  • International Association of Business Communicators
  • Public Relations Specialists

  • Contact Texas Workforce Commission
    Labor Market and Career Information  |  101 E. 15th Street, Annex Room 0252  |  Austin, Texas 78778
    Official Website  |  1-800-822-PLAN (7526)  |  512.936.3200

    ** The information in this report may be derived from many sources like O*NET, BLS (Bureau of Labor Statistics), OOH (Occupational Outlook Handbook), and Career One Stop.