CompGeo Salary Survey Benchmark Job Summary and Competencies

Public Relations Specialists and Publicity Writers

The Benchmark Job Description below represents the specific Position Characteristics of the job used in the Salary Survey. Benchmark Job Descriptions should be inspected carefully to review the degree of matching between an organizations' Job and the Salary Survey Benchmark. Matching internal Jobs to Salary Survey Benchmark Jobs should not be done on Job Title alone. A thorough comparison of Salary Survey Benchmark to Internal Job Descriptions is recommended. A good overlap should exist on any comparisons used on critical Job Dimensions and Competencies.
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Summary Job Description Tasks
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. Prepare or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports.
 
Respond to requests for information from the media or designate another appropriate spokesperson or information source.
 
Establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups.
 
Plan and direct development and communication of informational programs to maintain favorable public and stockholder perceptions of an organization's accomplishments and agenda.
 
Confer with production and support personnel to produce or coordinate production of advertisements and promotions.
 
Arrange public appearances, lectures, contests, or exhibits for clients to increase product and service awareness and to promote goodwill.
 
Study the objectives, promotional policies and needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products and services.
 
Confer with other managers to identify trends and key group interests and concerns or to provide advice on business decisions.
 
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
 
Coach client representatives in effective communication with the public and with employees.
 
Prepare and deliver speeches to further public relations objectives.
 
Purchase advertising space and time as required to promote client's product or agenda.
 
Plan and conduct market and public opinion research to test products or determine potential for product success, communicating results to client or management.
 
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Important Knowledge Competencies Competency Description
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.
 
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.
 
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
 
Clerical 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.
 
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.
 
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Important Skill Competencies Competency Description
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.
 
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.
 
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.
 
Coordination Adjusting actions in relation to others' actions.
 
Time Management Managing one's own time and the time of others.
 
Complex Problem Solving Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
 
Judgment and Decision Making Considering the relative costs and benefits of potential actions to choose the most appropriate one.
 
Monitoring Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
 
Service Orientation Actively looking for ways to help people.
 
Active Learning Understanding the implications of new information for both current and future problem-solving and decision-making.
 
Persuasion Persuading others to change their minds or behavior.
 
Negotiation Bringing others together and trying to reconcile differences.
 
Systems Analysis Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
 
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.
 
Management of Personnel Resources Motivating, developing, and directing people as they work, identifying the best people for the job.
 
Instructing Teaching others how to do something.
 
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Important Ability Competencies Competency Description
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.
 
Written Comprehension The ability to read and understand information and ideas presented in writing.
 
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.
 
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).
 
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).
 
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.
 
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).
 
Category Flexibility The ability to generate or use different sets of rules for combining or grouping things in different ways.
 
Selective Attention The ability to concentrate on a task over a period of time without being distracted.
 
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Tools/Technology Example Product Category
Adobe Systems Adobe Acrobat software Document management software
 
Adobe Systems Adobe InDesign Desktop publishing software
 
Adobe Systems Adobe Photoshop software Graphics or photo imaging software
 
Adobe Systems Adobe Reader Document management software
 
Adobe Systems Adobe Writer Word processing software
 
Apple Final Cut Express Video creation and editing software
 
Apple QuickTime Video creation and editing software
 
Apple iPhoto Graphics or photo imaging software
 
Blogging software Web page creation and editing software
 
Cascading Style Sheets CSS Web platform development software
 
Cision CisionPoint Project management software
 
Facebook Information retrieval or search software
 
Hypertext markup language HTML Web platform development software
 
JavaScript Web platform development software
 
Microsoft Excel Spreadsheet software
 
Microsoft Office SharePoint Server MOSS Network conferencing software
 
Microsoft Office software Office suite software
 
Microsoft Outlook Electronic mail software
 
Microsoft PowerPoint Presentation software
 
Microsoft Word Word processing software
 
MySpace Web page creation and editing software
 
Oracle Business Intelligence Discoverer Data base reporting software
 
Oracle software Data base user interface and query software
 
Podcasting software Web page creation and editing software
 
Twitter Instant messaging software
 
Web browser software Internet browser software
 
Website management software Web page creation and editing software
 
YouTube Data base user interface and query software
 
Computer laser printers Laser printers
 
Desktop computers Desktop computers
 
Laptop computers Notebook computers
 
Multi-line telephone systems Special purpose telephones
 
Personal computers Personal computers
 
Photocopying equipment Photocopiers
 
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Prerequisite Qualification Category Education and Experience Level
Required Level of Education Bachelor's Degree
 
On-the-Job Training Over 1 month, up to and including 3 months
 
On-Site or In-Plant Training Up to and including 1 month
 
Related Work Experience Over 1 year, up to and including 2 years
 
Related Work Experience Over 2 years, up to and including 4 years
 
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
Alternate Job Title(s)
Account Executive
Account Supervisor
Audience Coordinator
Campaign Manager
Communications Director
Communications Manager
Communications Specialist
Community Relations Coordinator
Community Relations Manager
Concert Promoter
Consumer Advocate
Corporate Communications Director
Corporate Communications Specialist
Editorial and Design Specialist
Environmental Communications Specialist
Event Promoter
Image Consultant
Information Specialist
Information and Communications Specialist
Lobbyist
Management Analyst
Marketing And Public Relations Manager
Marketing Coordinator
Marketing Director
Marketing Specialist
Media Outreach Coordinator
Media Planner
Media Relations Specialist
Media Specialist
Motivational Speaker
Music Publicist
Political Advisor
Political Aide
Press Agent
Press Secretary
Promotion Specialist
Public Affairs Officer
Public Affairs Specialist
Public Information Coordinator
Public Information Officer
Public Information Specialist
Public Relations Account Executive
Public Relations Assistant
Public Relations Consultant
Public Relations Coordinator
Public Relations Counselor
Public Relations Officer
Public Relations Representative
Public Relations Specialist (PR Specialist)
Publication Specialist
Publications Manager
Publicist
Publicity Agent
Publicity Consultant
Publicity Expert
Publicity Person
Publicity Writer
Relationship Manager
Service Promoter Salesperson
Shelter Advocate
Speech Writer
Sports Information Director
Sustainability Communicator
 
CompGeo Occupation Group: Multi-Media/Print/Related
Job Family: Publications/Media/Print
Benchmark Title: Public Relations Specialists and Publicity Writers
 
 
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