What skills does a public relations officer need?

A public relations officer needs 27 essential skills including digital communication and collaboration, diplomatic principles, corporate social responsibility, market research, forming of public opinion. Core competencies include .

Will AI replace public relations officer jobs?

The AI disruption score for public relations officer is 27/100 (low risk). Some tasks may be automated but the role will evolve rather than disappear entirely.

Financial ServicesBusiness and administration professionalsISCO 2432

public relations officer

Public relations officers represent a company or organisation to stakeholders and the public. They use communications strategies to promote an understanding of the activities and image of their clients in a favourable way.

European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (27)

digital communication and collaborationdigital communication and collaborationCommunicate in digital environments, share resources through online tools, link with others and collaborate through digital tools, interact with and participate in communities and networks, cross-cult...diplomatic principlesdiplomatic principlesThe practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitati...corporate social responsibilitycorporate social responsibilityThe handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards envir...market researchmarket researchThe processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets...forming of public opinionforming of public opinionThe process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.strategic planningstrategic planningThe elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.rhetoricrhetoricThe art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.business communicationbusiness communicationThe process of effectively communicating within the workplace and to external bodies to achieve organisational goals.reputation managementreputation managementThe influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversation...corporate sustainabilitycorporate sustainabilityA business practice to conduct long-term sustainable growth by seeking environmental, economic, and social strategies as its three main pillars.communication principlescommunication principlesThe set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.integrate strategic foundation in daily performanceintegrate strategic foundation in daily performanceReflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.protect client interestsprotect client interestsProtect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.advise on public relationsadvise on public relationsAdvise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.organise press conferencesorganise press conferencesOrganise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.develop communications strategiesdevelop communications strategiesManage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.give interviews to mediagive interviews to mediaPrepare oneself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.develop digital contentdevelop digital contentCreate and edit digital content in different formats, express oneself through digital means.establish relationship with the mediaestablish relationship with the mediaAdopt a professional attitude to respond effectively to the demands of the media.draft press releasesdraft press releasesCollect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.perform public relationsperform public relationsPerform public relations (PR) by managing the spread of information between an individual or an organisation and the public.develop public relations strategiesdevelop public relations strategiesPlan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stak...analyse external factors of companiesanalyse external factors of companiesPerform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.advise on public imageadvise on public imageAdvise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audien...build trustbuild trustExpress intentions and behaviour in a coherent and transparent manner, inviting reciprocity and establishing the grounds for a trusting and reliable connection between people and teams.conduct public presentationsconduct public presentationsSpeak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

Optional (32)

government representationgovernment representationThe legal and public representation methods and procedures of the government during trial cases or for communication purposes, and the specific aspects of the governmental bodies being represented in ...social media managementsocial media managementThe planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.cost managementcost managementThe process of planning, monitoring and adjusting the expenses and revenues of a business in order to achieve cost efficiency and capability.types of mediatypes of mediaThe means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.content marketing strategycontent marketing strategyThe process of creation and share of media and publishing content in order to acquire customers.ethics of sharing work through social mediaethics of sharing work through social mediaThe ethics around the appropriate use of social networks and media channels through which to share your work.psychological conceptspsychological conceptsThe psychological concepts of health protection and health promotion.copyright legislationcopyright legislationLegislation describing the protection of the rights of original authors over their work, and how others can use it.company policiescompany policiesThe set of rules that govern the activity of a company.apply diplomatic principlesapply diplomatic principlesApply the processes involved in the creation of international treaties by conducting negotiations between representatives of different countries, protecting the home government's interests, and facili...implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.perform business analysisperform business analysisEvaluate the condition of a business on its own and in relation to the competitive business domain, performing research, placing data in context of the business' needs and determining areas of opportu...build community relationsbuild community relationsEstablish affectionate and long-lasting relationships with local communities, e.g. by organising special programmes for kindergarten, schools and for disabled and older people, raising awareness and r...speak different languagesspeak different languagesMaster foreign languages to be able to communicate in one or more foreign languages.work closely with news teamswork closely with news teamsWork closely with news teams, photographers and editors.develop promotional toolsdevelop promotional toolsGenerate promotional material and collaborate in the production of promotional text, videos, photos, etc. Keep previous promotional material organised.use analytics for commercial purposesuse analytics for commercial purposesUnderstand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate qu...identify customer's needsidentify customer's needsUse appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.advise on communication strategiesadvise on communication strategiesProvide companies and organisations with consulting services concerning their internal and external communication plans and their representation, including their presence online. Recommend improvement...develop creative ideasdevelop creative ideasDeveloping new artistic concepts and creative ideas.analyse internal factors of companiesanalyse internal factors of companiesResearch and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.compile contentcompile contentRetrieve, select and organise content from specific sources, according to the requirements of the output media such as printed materials, online applications, platforms, websites and video.liaise with quality assuranceliaise with quality assuranceWork closely with the relevant quality assurance or grading party involved.plan marketing campaignsplan marketing campaignsDevelop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.coordinate advertising campaignscoordinate advertising campaignsOrganise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other adve...develop professional networkdevelop professional networkReach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up ...give live presentationgive live presentationDeliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.liaise with politiciansliaise with politiciansLiaise with officials fulfilling important political and legislative roles in governments in order to ensure productive communication and build relations.build business relationshipsbuild business relationshipsEstablish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the orga...build international relationsbuild international relationsBuild positive communication dynamics with organisations from different countries in order to build a cooperative relationship and optimise information exchange.follow the newsfollow the newsFollow current events in politics, economics, social communities, cultural sectors, internationally, and in sports.carry out forum moderationcarry out forum moderationSupervise communication activity on a web forum and other discussion platforms by assessing if the content adheres to forum regulations, enforcing rules of conduct, and ensuring the forum remains free...