PR Occupation

Occupation-Specific Information

This resource highlights the essential requirements, defining characteristics, and promising career outlook within the dynamic field of public relations. As you navigate through this information, consider how your own skills and interests align with the diverse opportunities available in the world of PR.

Source: O*NET OnLine, US Dept. of Labor, https://www.onetonline.org/link/details/27-3031.00
This work is licensed under a Creative Commons Attribution 4.0 License.

Tasks

Importance	Category	Task
89	Core	Respond to requests for information from the media or designate an appropriate spokesperson or information source.
85	Core	Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
85	Core	Post and update content on the company's Web site and social media outlets.
85	Core	Write press releases or other media communications to promote clients.
81	Core	Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
80	Core	Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
79	Core	Coach client representatives in effective communication with the public or with employees.
78	Core	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.
73	Core	Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
72	Core	Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
69	Core	Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
69	Core	Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
63	Core	Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
60	Core	Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
59	Core	Prepare or deliver speeches to further public relations objectives.
66	Supplemental	Coordinate public responses to environmental management incidents or conflicts.
46	Supplemental	Develop marketing campaigns for environmental technologies or services.
45	Supplemental	Purchase advertising space or time as required to promote client's product or agenda.

Technology Skills

Cloud-based data access and sharing software
Google Drive;
Microsoft SharePoint
Customer relationship management CRM software
Blackbaud The Raiser's Edge;
Microsoft Dynamics;
Oracle Eloqua;
Salesforce software
Data base reporting software
Oracle Business Intelligence Discoverer
Data base user interface and query software
Airtable;
Cision CisionPoint;
FileMaker Pro;
LinkedIn;
Google
Data mining software
Google Analytics
Desktop communications software
ParentSquare
Desktop publishing software
Adobe InDesign;
Microsoft Publisher
Development environment software
Adobe ActionScript
Document management software
Adobe Acrobat;
Adobe Acrobat Reader
Electronic mail software
Microsoft Outlook
Graphics or photo imaging software
Adobe Creative Cloud software;
Adobe Illustrator;
Adobe Photoshop;
JamBoard;
Apple iPhoto;
SmugMug Flickr
Information retrieval or search software
LexisNexis
Instant messaging software
Twitter
Internet browser software
Web browser software
Multi-media educational software
Nearpod
Network conferencing software
LogMeIn GoToWebinar;
Slido interaction software
Network monitoring software
Wireshark
Office suite software
Microsoft Office software
Operating system software
Apple macOS
Presentation software
Apple Keynote;
Google Slides;
Mentimeter;
Microsoft PowerPoint
Project management software
Microsoft Project
Sales and marketing software
Google Ads;
HubSpot software;
Marketo Marketing Automation
Spreadsheet software
Microsoft Excel
Video conferencing software
Cisco Webex
Video creation and editing software
Adobe After Effects;
Apple Final Cut Express;
Apple Final Cut Pro;
YouTube;
Apple QuickTime
Web page creation and editing software
Adobe Dreamweaver;
Blogging software;
Facebook;
Instagram;
Myspace;
Podcasting software;
Social media sites;
Website management software;
WordPress;
Web platform development software
Cascading style sheets CSS;
Drupal;
Dynamic hypertext markup language DHTML;
Extensible hypertext markup language XHTML;
Hypertext markup language HTML;
JavaScript;
Word processing software
3M Post-it App;
Adobe Acrobat Writer;
Google Docs;
Microsoft Word

Tools Used

Desktop computers
Laser printers - Computer laser printers
Notebook computers - Laptop computers
Photocopiers - Photocopying equipment
Special purpose telephones - Multi-line telephone systems

Occupational Requirements

Work Activities

Importance	Work Activity	Work Activity Description
94	Communicating with Supervisors, Peers, or Subordinates	Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
94	Communicating with People Outside the 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.
93	Getting Information	Observing, receiving, and otherwise obtaining information from all relevant sources.
90	Establishing and Maintaining Interpersonal Relationships	Developing constructive and cooperative working relationships with others, and maintaining them over time.
88	Developing Objectives and Strategies	Establishing long-range objectives and specifying the strategies and actions to achieve them.
86	Thinking Creatively	Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
85	Making Decisions and Solving Problems	Analyzing information and evaluating results to choose the best solution and solve problems.
85	Organizing, Planning, and Prioritizing Work	Developing specific goals and plans to prioritize, organize, and accomplish your work.
82	Updating and Using Relevant Knowledge	Keeping up-to-date technically and applying new knowledge to your job.
81	Working with Computers	Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
80	Performing for or Working Directly with the Public	Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
79	Providing Consultation and Advice to Others	Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
76	Interpreting the Meaning of Information for Others	Translating or explaining what information means and how it can be used.
74	Identifying Objects, Actions, and Events	Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
74	Coordinating the Work and Activities of Others	Getting members of a group to work together to accomplish tasks.
73	Developing and Building Teams	Encouraging and building mutual trust, respect, and cooperation among team members.
72	Selling or Influencing Others	Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
67	Resolving Conflicts and Negotiating with Others	Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
66	Scheduling Work and Activities	Scheduling events, programs, and activities, as well as the work of others.
65	Coaching and Developing Others	Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
61	Analyzing Data or Information	Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
60	Guiding, Directing, and Motivating Subordinates	Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
59	Processing Information	Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
57	Monitoring and Controlling Resources	Monitoring and controlling resources and overseeing the spending of money.
55	Training and Teaching Others	Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
51	Monitoring Processes, Materials, or Surroundings	Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
50	Evaluating Information to Determine Compliance with Standards	Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
50	Performing Administrative Activities	Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
49	Documenting/Recording Information	Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
43	Assisting and Caring for Others	Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.
40	Estimating the Quantifiable Characteristics of Products, Events, or Information	Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
39	Judging the Qualities of Objects, Services, or People	Assessing the value, importance, or quality of things or people.
39	Staffing Organizational Units	Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
15	Performing General Physical Activities	Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling materials.
15	Handling and Moving Objects	Using hands and arms in handling, installing, positioning, and moving materials, and manipulating things.
10	Operating Vehicles, Mechanized Devices, or Equipment	Running, maneuvering, navigating, or driving vehicles or mechanized equipment, such as forklifts, passenger vehicles, aircraft, or watercraft.
10	Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment	Providing documentation, detailed instructions, drawings, or specifications to tell others about how devices, parts, equipment, or structures are to be fabricated, constructed, assembled, modified, maintained, or used.
9	Controlling Machines and Processes	Using either control mechanisms or direct physical activity to operate machines or processes (not including computers or vehicles).
7	Inspecting Equipment, Structures, or Materials	Inspecting equipment, structures, or materials to identify the cause of errors or other problems or defects.
6	Repairing and Maintaining Electronic Equipment	Servicing, repairing, calibrating, regulating, fine-tuning, or testing machines, devices, and equipment that operate primarily on the basis of electrical or electronic (not mechanical) principles.
1	Repairing and Maintaining Mechanical Equipment	Servicing, repairing, adjusting, and testing machines, devices, moving parts, and equipment that operate primarily on the basis of mechanical (not electronic) principles.

Detailed Work Activities

Provide educational information to the public.
Develop promotional strategies or plans.
Write advertising or promotional material.
Collaborate with others in marketing activities.
Coach others.
Write informational material.
Edit written materials.
Coordinate logistics for productions or events.
Conduct market research.
Inform viewers, listeners, or audiences.
Promote products, activities, or organizations.

Work Context

Electronic Mail -- How often do you use electronic mail in this job?
- 95% - Every day
Face-to-Face Discussions -- How often do you have to have face-to-face discussions with individuals or teams in this job?
- 82% - Every day
- 18% - Once a week or more but not every day
Telephone -- How often do you have telephone conversations in this job?
- 86% - Every day
Time Pressure -- How often does this job require the worker to meet strict deadlines?
- 64% - Every day
- 27% - Once a week or more but not every day
Work With Work Group or Team -- How important is it to work with others in a group or team in this job?
- 55% - Extremely important
- 41% - Very important
Contact With Others -- How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
- 52% - Constant contact with others
- 38% - Contact with others most of the time
Indoors, Environmentally Controlled -- How often does this job require working indoors in environmentally controlled conditions?
- 77% - Every day
- 14% - Never
Duration of Typical Work Week -- Number of hours typically worked in one week.
- 64% - More than 40 hours
- 36% - 40 hours
Importance of Being Exact or Accurate -- How important is being very exact or highly accurate in performing this job?
- 45% - Extremely important
- 27% - Very important
- 27% - Important
Frequency of Decision Making -- How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?
- 48% - Every day
- 29% - Once a week or more but not every day
- 14% - Once a month or more but not every week
Impact of Decisions on Co-workers or Company Results -- What results do your decisions usually have on other people or the image or reputation or financial resources of your employer?
- 33% - Very important results
- 48% - Important results
Coordinate or Lead Others -- How important is it to coordinate or lead others in accomplishing work activities in this job?
- 23% - Extremely important
- 55% - Very important
- 23% - Important
Spend Time Sitting -- How much does this job require sitting?
- 30% - Continually or almost continually
- 35% - More than half the time
- 30% - About half the time
Structured versus Unstructured Work -- To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?
- 14% - A lot of freedom
- 68% - Some freedom
- 14% - Limited freedom
Level of Competition -- To what extent does this job require the worker to compete or to be aware of competitive pressures?
- 14% - Extremely competitive
- 55% - Highly competitive
- 32% - Moderately competitive
Freedom to Make Decisions -- How much decision making freedom, without supervision, does the job offer?
- 67% - Some freedom
- 19% - Limited freedom
Deal With External Customers -- How important is it to work with external customers or the public in this job?
- 32% - Extremely important
- 27% - Very important
- 32% - Important
Responsibility for Outcomes and Results -- How responsible is the worker for work outcomes and results of other workers?
- 45% - High responsibility
- 36% - Moderate responsibility
Letters and Memos -- How often does the job require written letters and memos?
- 29% - Every day
- 19% - Once a week or more but not every day
- 29% - Once a month or more but not every week
- 19% - Once a year or more but not every month
Frequency of Conflict Situations -- How often are there conflict situations the employee has to face in this job?
- 27% - Once a week or more but not every day
- 45% - Once a month or more but not every week
- 23% - Once a year or more but not every month
Deal With Unpleasant or Angry People -- How frequently does the worker have to deal with unpleasant, angry, or discourteous individuals as part of the job requirements?
- 14% - Every day
- 50% - Once a month or more but not every week
- 27% - Once a year or more but not every month
Public Speaking -- How often do you have to perform public speaking in this job?
- 23% - Once a week or more but not every day
- 50% - Once a month or more but not every week
- 27% - Once a year or more but not every month
Consequence of Error -- How serious would the result usually be if the worker made a mistake that was not readily correctable?
- 24% - Very serious
- 29% - Serious
- 38% - Fairly serious
Physical Proximity -- To what extent does this job require the worker to perform job tasks in close physical proximity to other people?
- 18% - Moderately close (at arm's length)
- 36% - Slightly close (e.g., shared office)
- 36% - I work with others but not closely (e.g., private office)
Sounds, Noise Levels Are Distracting or Uncomfortable -- How often does this job require working exposed to sounds and noise levels that are distracting or uncomfortable?
- 18% - Once a week or more but not every day
- 50% - Once a year or more but not every month
- 14% - Never
Importance of Repeating Same Tasks -- How important is repeating the same physical activities (e.g., key entry) or mental activities (e.g., checking entries in a ledger) over and over, without stopping, to performing this job?
- 14% - Very important
- 18% - Important
- 23% - Fairly important
- 36% - Not important at all
Spend Time Standing -- How much does this job require standing?
- 27% - About half the time
- 64% - Less than half the time
Spend Time Making Repetitive Motions -- How much does this job require making repetitive motions?
- 14% - Continually or almost continually
- 38% - Less than half the time
- 33% - Never
In an Enclosed Vehicle or Equipment -- How often does this job require working in a closed vehicle or equipment (e.g., car)?
- 14% - Once a week or more but not every day
- 18% - Once a month or more but not every week
- 23% - Once a year or more but not every month
- 41% - Never
Degree of Automation -- How automated is the job?
- 23% - Moderately automated
- 55% - Slightly automated
- 18% - Not at all automated
Responsible for Others' Health and Safety -- How much responsibility is there for the health and safety of others in this job?
- 23% - Moderate responsibility
- 50% - Limited responsibility
- 23% - No responsibility
Spend Time Walking and Running -- How much does this job require walking and running?
- 14% - About half the time
- 64% - Less than half the time
- 23% - Never
Outdoors, Exposed to Weather -- How often does this job require working outdoors, exposed to all weather conditions?
- 14% - Once a month or more but not every week
- 59% - Once a year or more but not every month
- 27% - Never
Outdoors, Under Cover -- How often does this job require working outdoors, under cover (e.g., structure with roof but no walls)?
- 68% - Once a year or more but not every month
- 23% - Never
Indoors, Not Environmentally Controlled -- How often does this job require working indoors in non-controlled environmental conditions (e.g., warehouse without heat)?
- 18% - Once a month or more but not every week
- 36% - Once a year or more but not every month
- 45% - Never
Spend Time Using Your Hands to Handle, Control, or Feel Objects, Tools, or Controls -- How much does this job require using your hands to handle, control, or feel objects, tools or controls?
- 14% - Continually or almost continually
- 77% - Never
Work Schedules -- How regular are the work schedules for this job?
- 32% - Irregular (changes with weather conditions, production demands, or contract duration)
- 68% - Regular (established routine, set schedule)
Deal With Physically Aggressive People -- How frequently does this job require the worker to deal with physical aggression of violent individuals?
- 23% - Once a year or more but not every month
- 68% - Never
Extremely Bright or Inadequate Lighting -- How often does this job require working in extremely bright or inadequate lighting conditions?
- 32% - Once a year or more but not every month
- 68% - Never
Spend Time Bending or Twisting the Body -- How much does this job require bending or twisting your body?
- 33% - Less than half the time
- 67% - Never
Spend Time Kneeling, Crouching, Stooping, or Crawling -- How much does this job require kneeling, crouching, stooping or crawling?
- 27% - Less than half the time
- 73% - Never
Very Hot or Cold Temperatures -- How often does this job require working in very hot (above 90 F degrees) or very cold (below 32 F degrees) temperatures?
- 27% - Once a year or more but not every month
- 73% - Never
Wear Common Protective or Safety Equipment such as Safety Shoes, Glasses, Gloves, Hearing Protection, Hard Hats, or Life Jackets -- How much does this job require wearing common protective or safety equipment such as safety shoes, glasses, gloves, hard hats or life jackets?
- 24% - Once a year or more but not every month
- 76% - Never
Cramped Work Space, Awkward Positions -- How often does this job require working in cramped work spaces that requires getting into awkward positions?
- 14% - Once a year or more but not every month
- 86% - Never
Exposed to Contaminants -- How often does this job require working exposed to contaminants (such as pollutants, gases, dust or odors)?
- 14% - Once a year or more but not every month
- 86% - Never
In an Open Vehicle or Equipment -- How often does this job require working in an open vehicle or equipment (e.g., tractor)?
- 14% - Once a year or more but not every month
- 86% - Never
Exposed to Disease or Infections -- How often does this job require exposure to disease/infections?
- 90% - Never
Exposed to Minor Burns, Cuts, Bites, or Stings -- How often does this job require exposure to minor burns, cuts, bites, or stings?
- 91% - Never
Pace Determined by Speed of Equipment -- How important is it to this job that the pace is determined by the speed of equipment or machinery? (This does not refer to keeping busy at all times on this job.)
- 95% - Not important at all
Exposed to Hazardous Equipment -- How often does this job require exposure to hazardous equipment?
- 95% - Never
Spend Time Climbing Ladders, Scaffolds, or Poles -- How much does this job require climbing ladders, scaffolds, or poles?
- 95% - Never
Spend Time Keeping or Regaining Balance -- How much does this job require keeping or regaining your balance?
- 95% - Never
Wear Specialized Protective or Safety Equipment such as Breathing Apparatus, Safety Harness, Full Protection Suits, or Radiation Protection -- How much does this job require wearing specialized protective or safety equipment such as breathing apparatus, safety harness, full protection suits, or radiation protection?
- 95% - Never
Exposed to Hazardous Conditions -- How often does this job require exposure to hazardous conditions?
- 100% - Never
Exposed to High Places -- How often does this job require exposure to high places?
- 100% - Never
Exposed to Radiation -- How often does this job require exposure to radiation?
- 100% - Never
Exposed to Whole Body Vibration -- How often does this job require exposure to whole body vibration (e.g., operate a jackhammer)?
- 100% - Never

Experience Requirements

Job Zone

Title
Job Zone Four: Considerable Preparation Needed

Education
Most of these occupations require a four-year bachelor's degree, but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, conservation scientists, art directors, and cost estimators.

SVP Range
(7.0 to < 8.0)

**Training & Credentials

Apprenticeship Opportunities

Example apprenticeship titles for this occupation:

Marketing Coordinator

Specific title(s) listed above are vetted by industry and approved by the U.S. Department of Labor for use in a Registered Apprenticeship Program.

Start your career and build your skillset. Visit Apprenticeship.gov to learn about opportunities related to this occupation.

Worker Requirements

Skills

Importance	Skill	Skill Description
78	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.
78	Speaking	Talking to others to convey information effectively.
75	Reading Comprehension	Understanding written sentences and paragraphs in work-related documents.
75	Writing	Communicating effectively in writing as appropriate for the needs of the audience.
75	Social Perceptiveness	Being aware of others' reactions and understanding why they react as they do.
72	Critical Thinking	Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
72	Coordination	Adjusting actions in relation to others' actions.
72	Time Management	Managing one's own time and the time of others.
69	Persuasion	Persuading others to change their minds or behavior.
63	Judgment and Decision Making	Considering the relative costs and benefits of potential actions to choose the most appropriate one.
60	Active Learning	Understanding the implications of new information for both current and future problem-solving and decision-making.
60	Complex Problem Solving	Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
56	Negotiation	Bringing others together and trying to reconcile differences.
56	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.
53	Service Orientation	Actively looking for ways to help people.
53	Systems Analysis	Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
50	Monitoring	Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
50	Instructing	Teaching others how to do something.
47	Learning Strategies	Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
44	Operations Analysis	Analyzing needs and product requirements to create a design.
41	Management of Personnel Resources	Motivating, developing, and directing people as they work, identifying the best people for the job.
25	Mathematics	Using mathematics to solve problems.
22	Management of Financial Resources	Determining how money will be spent to get the work done, and accounting for these expenditures.
19	Technology Design	Generating or adapting equipment and technology to serve user needs.
19	Management of Material Resources	Obtaining and seeing to the appropriate use of equipment, facilities, and materials needed to do certain work.
16	Operations Monitoring	Watching gauges, dials, or other indicators to make sure a machine is working properly.
13	Science	Using scientific rules and methods to solve problems.
10	Programming	Writing computer programs for various purposes.
10	Quality Control Analysis	Conducting tests and inspections of products, services, or processes to evaluate quality or performance.
0	Equipment Selection	Determining the kind of tools and equipment needed to do a job.
0	Installation	Installing equipment, machines, wiring, or programs to meet specifications.
0	Operation and Control	Controlling operations of equipment or systems.
0	Equipment Maintenance	Performing routine maintenance on equipment and determining when and what kind of maintenance is needed.
0	Troubleshooting	Determining causes of operating errors and deciding what to do about it.
0	Repairing	Repairing machines or systems using the needed tools.

Knowledge

Importance	Knowledge	Knowledge Description
98	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.
93	English Language	Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
74	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.
74	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.
73	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.
63	Computers and Electronics	Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
49	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.
44	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.
44	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.
41	Sociology and Anthropology	Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.
39	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.
33	Economics and Accounting	Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.
31	Mathematics	Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
31	Law and Government	Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.
31	Telecommunications	Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.
30	Design	Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.
30	Geography	Knowledge of principles and methods for describing the features of land, sea, and air masses, including their physical characteristics, locations, interrelationships, and distribution of plant, animal, and human life.
23	Philosophy and Theology	Knowledge of different philosophical systems and religions. This includes their basic principles, values, ethics, ways of thinking, customs, practices, and their impact on human culture.
22	Production and Processing	Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.
22	Public Safety and Security	Knowledge of relevant equipment, policies, procedures, and strategies to promote effective local, state, or national security operations for the protection of people, data, property, and institutions.
21	Foreign Language	Knowledge of the structure and content of a foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.
18	History and Archeology	Knowledge of historical events and their causes, indicators, and effects on civilizations and cultures.
14	Fine Arts	Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.
11	Transportation	Knowledge of principles and methods for moving people or goods by air, rail, sea, or road, including the relative costs and benefits.
8	Therapy and Counseling	Knowledge of principles, methods, and procedures for diagnosis, treatment, and rehabilitation of physical and mental dysfunctions, and for career counseling and guidance.
7	Engineering and Technology	Knowledge of the practical application of engineering science and technology. This includes applying principles, techniques, procedures, and equipment to the design and production of various goods and services.
5	Biology	Knowledge of plant and animal organisms, their tissues, cells, functions, interdependencies, and interactions with each other and the environment.
4	Physics	Knowledge and prediction of physical principles, laws, their interrelationships, and applications to understanding fluid, material, and atmospheric dynamics, and mechanical, electrical, atomic and sub-atomic structures and processes.
2	Building and Construction	Knowledge of materials, methods, and the tools involved in the construction or repair of houses, buildings, or other structures such as highways and roads.
2	Mechanical	Knowledge of machines and tools, including their designs, uses, repair, and maintenance.
1	Food Production	Knowledge of techniques and equipment for planting, growing, and harvesting food products (both plant and animal) for consumption, including storage/handling techniques.
1	Chemistry	Knowledge of the chemical composition, structure, and properties of substances and of the chemical processes and transformations that they undergo. This includes uses of chemicals and their interactions, danger signs, production techniques, and disposal methods.
1	Medicine and Dentistry	Knowledge of the information and techniques needed to diagnose and treat human injuries, diseases, and deformities. This includes symptoms, treatment alternatives, drug properties and interactions, and preventive health-care measures.

Education

How much education does a new hire need to perform a job in this occupation? Respondents said:

91% - Bachelor's degree required
9% - Master's degree required

Worker Characteristics

Abilities

Importance	Ability	Ability Description
81	Oral Comprehension	The ability to listen to and understand information and ideas presented through spoken words and sentences.
78	Oral Expression	The ability to communicate information and ideas in speaking so others will understand.
75	Written Expression	The ability to communicate information and ideas in writing so others will understand.
75	Speech Recognition	The ability to identify and understand the speech of another person.
75	Speech Clarity	The ability to speak clearly so others can understand you.
72	Written Comprehension	The ability to read and understand information and ideas presented in writing.
72	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 that there is a problem.
72	Deductive Reasoning	The ability to apply general rules to specific problems to produce answers that make sense.
69	Fluency of Ideas	The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
69	Originality	The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
66	Inductive Reasoning	The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
63	Near Vision	The ability to see details at close range (within a few feet of the observer).
50	Information Ordering	The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
50	Category Flexibility	The ability to generate or use different sets of rules for combining or grouping things in different ways.
47	Selective Attention	The ability to concentrate on a task over a period of time without being distracted.
47	Time Sharing	The ability to shift back and forth between two or more activities or sources of information (such as speech, sounds, touch, or other sources).
41	Visualization	The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
38	Far Vision	The ability to see details at a distance.
35	Flexibility of Closure	The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.
31	Memorization	The ability to remember information such as words, numbers, pictures, and procedures.
28	Number Facility	The ability to add, subtract, multiply, or divide quickly and correctly.
28	Speed of Closure	The ability to quickly make sense of, combine, and organize information into meaningful patterns.
25	Mathematical Reasoning	The ability to choose the right mathematical methods or formulas to solve a problem.
25	Perceptual Speed	The ability to quickly and accurately compare similarities and differences among sets of letters, numbers, objects, pictures, or patterns. The things to be compared may be presented at the same time or one after the other. This ability also includes comparing a presented object with a remembered object.
25	Visual Color Discrimination	The ability to match or detect differences between colors, including shades of color and brightness.
25	Auditory Attention	The ability to focus on a single source of sound in the presence of other distracting sounds.
19	Hearing Sensitivity	The ability to detect or tell the differences between sounds that vary in pitch and loudness.
16	Finger Dexterity	The ability to make precisely coordinated movements of the fingers of one or both hands to grasp, manipulate, or assemble very small objects.
16	Trunk Strength	The ability to use your abdominal and lower back muscles to support part of the body repeatedly or continuously over time without "giving out" or fatiguing.
10	Wrist-Finger Speed	The ability to make fast, simple, repeated movements of the fingers, hands, and wrists.
10	Depth Perception	The ability to judge which of several objects is closer or farther away from you, or to judge the distance between you and an object.
3	Extent Flexibility	The ability to bend, stretch, twist, or reach with your body, arms, and/or legs.
0	Spatial Orientation	The ability to know your location in relation to the environment or to know where other objects are in relation to you.
0	Arm-Hand Steadiness	The ability to keep your hand and arm steady while moving your arm or while holding your arm and hand in one position.
0	Manual Dexterity	The ability to quickly move your hand, your hand together with your arm, or your two hands to grasp, manipulate, or assemble objects.
0	Control Precision	The ability to quickly and repeatedly adjust the controls of a machine or a vehicle to exact positions.
0	Multilimb Coordination	The ability to coordinate two or more limbs (for example, two arms, two legs, or one leg and one arm) while sitting, standing, or lying down. It does not involve performing the activities while the whole body is in motion.
0	Response Orientation	The ability to choose quickly between two or more movements in response to two or more different signals (lights, sounds, pictures). It includes the speed with which the correct response is started with the hand, foot, or other body part.
0	Rate Control	The ability to time your movements or the movement of a piece of equipment in anticipation of changes in the speed and/or direction of a moving object or scene.
0	Reaction Time	The ability to quickly respond (with the hand, finger, or foot) to a signal (sound, light, picture) when it appears.
0	Speed of Limb Movement	The ability to quickly move the arms and legs.
0	Static Strength	The ability to exert maximum muscle force to lift, push, pull, or carry objects.
0	Explosive Strength	The ability to use short bursts of muscle force to propel oneself (as in jumping or sprinting), or to throw an object.
0	Dynamic Strength	The ability to exert muscle force repeatedly or continuously over time. This involves muscular endurance and resistance to muscle fatigue.
0	Stamina	The ability to exert yourself physically over long periods of time without getting winded or out of breath.
0	Dynamic Flexibility	The ability to quickly and repeatedly bend, stretch, twist, or reach out with your body, arms, and/or legs.
0	Gross Body Coordination	The ability to coordinate the movement of your arms, legs, and torso together when the whole body is in motion.
0	Gross Body Equilibrium	The ability to keep or regain your body balance or stay upright when in an unstable position.
0	Night Vision	The ability to see under low-light conditions.
0	Peripheral Vision	The ability to see objects or movement of objects to one's side when the eyes are looking ahead.
0	Glare Sensitivity	The ability to see objects in the presence of a glare or bright lighting.
0	Sound Localization	The ability to tell the direction from which a sound originated.

Interests

Occupational Interest	Interest	Interest Description
80	Enterprising	Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
62	Artistic	Work involves creating original visual artwork, performances, written works, food, or music for a variety of media, or applying artistic principles to the design of various objects and materials. Artistic occupations are often associated with visual arts, applied arts and design, performing arts, music, creative writing, media, or culinary art.
49	Social	Work involves helping, teaching, advising, assisting, or providing service to others. Social occupations are often associated with social, health care, personal service, teaching/education, or religious activities.
41	Conventional	Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.
30	Investigative	Work involves studying and researching non-living objects, living organisms, disease or other forms of impairment, or human behavior. Investigative occupations are often associated with physical, life, medical, or social sciences, and can be found in the fields of humanities, mathematics/statistics, information technology, or health care service.
0	Realistic	Work involves designing, building, or repairing of equipment, materials, or structures, engaging in physical activity, or working outdoors. Realistic occupations are often associated with engineering, mechanics and electronics, construction, woodworking, transportation, machine operation, agriculture, animal services, physical or manual labor, athletics, or protective services.

Work Values

Extent	Work Value	Work Value Description
78	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.
78	Independence	Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
72	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.
72	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.
61	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.
61	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.

Work Styles

Importance	Work Style	Work Style Description
96	Attention to Detail	Job requires being careful about detail and thorough in completing work tasks.
91	Integrity	Job requires being honest and ethical.
90	Initiative	Job requires a willingness to take on responsibilities and challenges.
89	Dependability	Job requires being reliable, responsible, and dependable, and fulfilling obligations.
86	Persistence	Job requires persistence in the face of obstacles.
84	Stress Tolerance	Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
84	Adaptability/Flexibility	Job requires being open to change (positive or negative) and to considerable variety in the workplace.
81	Cooperation	Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
80	Achievement/Effort	Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
76	Leadership	Job requires a willingness to lead, take charge, and offer opinions and direction.
72	Self-Control	Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
68	Social Orientation	Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
65	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.
65	Innovation	Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
64	Concern for Others	Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
61	Analytical Thinking	Job requires analyzing information and using logic to address work-related issues and problems.

Workforce Characteristics

**Wages & Employment Trends

Median wages (2022)

$32.42 hourly, $67,440 annual

State wages

Florida

Local wages
ZIP Code

Employment (2022)

297,100 employees

Projected growth (2022-2032)

Faster than average (5% to 8%)

Projected job openings (2022-2032)

25,800

State trends

Florida

Top industries (2022)

Professional, Scientific, and Technical Services (22% employed in this sector)
Other Services (Except Public Administration) (20%)
Educational Services (13%)
Government (10%)

Source: Bureau of Labor Statistics 2022 wage data and 2022-2032 employment projections. "Projected growth" represents the estimated change in total employment over the projections period (2022-2032). "Projected job openings" represent openings due to growth and replacement.

Site:	Saylor Academy
Course:	COMM411: Public Relations
Book:	PR Occupation

Printed by:	Guest user
Date:	Friday, 4 April 2025, 8:57 PM

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