Public Relations Professionals

Public Relations Professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of organisations, their goods and services, and their role in the community.

  • The Job
  • The Facts
  • Related Courses

What the job involves

  • Planning and organising publicity campaigns and communication strategies
  • Advising executives on the public relations implications of their policies, programs and practices
  • Preparing and controlling the issue of news and press releases
  • Undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns
  • Organising special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity
  • Representing organisations and arranging executive interviews with publicity media
  • Attending business, social and other functions to promote the organisation
  • Commissioning and obtaining photographs and other illustrative material
  • Selecting, appraising and revising material submitted by publicity writers, Photographers, Illustrators and others to create favourable publicity

Key values of workers in Public Relations Professionals

  • Independence

    Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

  • Working Conditions

    Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.

  • Relationships

    Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.

  • Recognition

    Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.

  • Support

    Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Top skills required for workers in Public Relations Professionals

  • Speaking

    Talking to others to convey information effectively.

  • Reading Comprehension

    Understanding written sentences and paragraphs in work-related documents.

  • Writing

    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.

  • Critical Thinking

    Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.