Public Relations Counselor Career

*A job as a Public Relations Counselor falls under the broader career category of Public Relations Specialists. The information on this page will generally apply to all careers in this category but may not specifically apply to this career title.

Job Description for 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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Public Relations Specialist Career

What skills are required for Public Relations Specialists?

Importance Skills
Speaking - Talking to others to convey information effectively.
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.
Writing - Communicating effectively in writing as appropriate for the needs of the audience.
Reading Comprehension - Understanding written sentences and paragraphs in work-related documents.
Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
Coordination - Adjusting actions in relation to others' actions.
Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
Time Management - Managing one's own time and the time of others.
Persuasion - Persuading others to change their minds or behavior.
Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
Negotiation - Bringing others together and trying to reconcile differences.
Systems Evaluation - Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
Service Orientation - Actively looking for ways to help people.
Systems Analysis - Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
Instructing - Teaching others how to do something.
Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
Learning Strategies - Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
Operations Analysis - Analyzing needs and product requirements to create a design.
Management of Personnel Resources - Motivating, developing, and directing people as they work, identifying the best people for the job.

What knowledge is needed to be a Public Relations Specialist?

Importance Knowledge
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.
English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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.
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.
Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
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.
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.
Sociology and Anthropology - Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.
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.

Work Styles

Importance Styles
Attention to Detail - Job requires being careful about detail and thorough in completing work tasks.
Integrity - Job requires being honest and ethical.
Initiative - Job requires a willingness to take on responsibilities and challenges.
Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Persistence - Job requires persistence in the face of obstacles.
Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
Self-Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
Social Orientation - Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
Independence - Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.