{
  "entityType": "role",
  "schemaVersion": "role.v1",
  "slug": "role-27-3031-00",
  "socCode": "27-3031.00",
  "title": "Public Relations Specialists",
  "summary": "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.",
  "aliases": [
    "Communications Specialist",
    "Public Affairs Specialist",
    "Public Information Officer",
    "Public Relations Specialist (PR Specialist)",
    "Community Relations Coordinator",
    "Corporate Communications Specialist",
    "Information and Communications Specialist",
    "Media Relations Specialist",
    "Public Information Specialist",
    "Public Relations Coordinator (PR Coordinator)",
    "Audience Coordinator",
    "Brand Advocate"
  ],
  "tasks": [
    {
      "text": "Respond to requests for information from the media or designate an appropriate spokesperson or information source.",
      "type": "Core",
      "iwa": "4.A.4.a.3.b"
    },
    {
      "text": "Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.",
      "type": "Core",
      "iwa": "4.A.2.b.2.c"
    },
    {
      "text": "Post and update content on the company's Web site and social media outlets.",
      "type": "Core",
      "iwa": "4.A.3.b.6.p"
    },
    {
      "text": "Write press releases or other media communications to promote clients.",
      "type": "Core",
      "iwa": "4.A.3.b.6.p"
    },
    {
      "text": "Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.",
      "type": "Core",
      "iwa": "4.A.4.a.4.a"
    },
    {
      "text": "Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.",
      "type": "Core",
      "iwa": "4.A.4.a.2.e"
    },
    {
      "text": "Coach client representatives in effective communication with the public or with employees.",
      "type": "Core",
      "iwa": "4.A.4.b.5.a"
    },
    {
      "text": "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.",
      "type": "Core",
      "iwa": "4.A.2.b.2.c"
    },
    {
      "text": "Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.",
      "type": "Core",
      "iwa": "4.A.2.b.1.g"
    },
    {
      "text": "Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.",
      "type": "Core",
      "iwa": "4.A.4.b.4.j"
    },
    {
      "text": "Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.",
      "type": "Core",
      "iwa": "4.A.1.a.1.n"
    },
    {
      "text": "Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.",
      "type": "Core",
      "iwa": "4.A.3.b.6.l"
    }
  ],
  "emergingTasks": [],
  "activities": [
    {
      "name": "Provide educational information to the public.",
      "iwa": "4.A.4.a.3.b"
    },
    {
      "name": "Develop collaborative relationships between departments or with external organizations.",
      "iwa": "4.A.4.a.4.a"
    },
    {
      "name": "Develop business relationships.",
      "iwa": "4.A.4.a.4.a"
    },
    {
      "name": "Collaborate with others in marketing activities.",
      "iwa": "4.A.4.a.2.e"
    },
    {
      "name": "Coordinate logistics for productions or events.",
      "iwa": "4.A.4.b.4.j"
    },
    {
      "name": "Develop promotional strategies or plans.",
      "iwa": "4.A.2.b.2.c"
    },
    {
      "name": "Coach others.",
      "iwa": "4.A.4.b.5.a"
    },
    {
      "name": "Inform viewers, listeners, or audiences.",
      "iwa": "4.A.4.a.3.b"
    },
    {
      "name": "Promote products, activities, or organizations.",
      "iwa": "4.A.4.a.6.c"
    },
    {
      "name": "Conduct market research.",
      "iwa": "4.A.1.a.1.n"
    },
    {
      "name": "Maintain contingency plans for disaster recovery.",
      "iwa": "4.A.2.b.2.p"
    },
    {
      "name": "Communicate with management or other staff to resolve problems.",
      "iwa": "4.A.4.b.1.a"
    },
    {
      "name": "Write informational material.",
      "iwa": "4.A.3.b.6.l"
    },
    {
      "name": "Write advertising or promotional material.",
      "iwa": "4.A.3.b.6.p"
    },
    {
      "name": "Edit written materials.",
      "iwa": "4.A.2.b.1.g"
    }
  ],
  "capabilities": [
    {
      "name": "Communications and Media",
      "family": "knowledge",
      "value": 4.91
    },
    {
      "name": "English Language",
      "family": "knowledge",
      "value": 4.73
    },
    {
      "name": "Oral Comprehension",
      "family": "ability",
      "value": 4.25
    },
    {
      "name": "Active Listening",
      "family": "essential_skill",
      "value": 4.12
    },
    {
      "name": "Speaking",
      "family": "essential_skill",
      "value": 4.12
    },
    {
      "name": "Oral Expression",
      "family": "ability",
      "value": 4.12
    },
    {
      "name": "Reading Comprehension",
      "family": "essential_skill",
      "value": 4
    },
    {
      "name": "Writing",
      "family": "essential_skill",
      "value": 4
    },
    {
      "name": "Social Perceptiveness",
      "family": "transferable_skill",
      "value": 4
    },
    {
      "name": "Written Expression",
      "family": "ability",
      "value": 4
    },
    {
      "name": "Speech Recognition",
      "family": "ability",
      "value": 4
    },
    {
      "name": "Speech Clarity",
      "family": "ability",
      "value": 4
    },
    {
      "name": "Administration and Management",
      "family": "knowledge",
      "value": 3.95
    },
    {
      "name": "Customer and Personal Service",
      "family": "knowledge",
      "value": 3.95
    },
    {
      "name": "Sales and Marketing",
      "family": "knowledge",
      "value": 3.91
    },
    {
      "name": "Critical Thinking",
      "family": "essential_skill",
      "value": 3.88
    },
    {
      "name": "Coordination",
      "family": "transferable_skill",
      "value": 3.88
    },
    {
      "name": "Time Management",
      "family": "transferable_skill",
      "value": 3.88
    },
    {
      "name": "Written Comprehension",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Problem Sensitivity",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Deductive Reasoning",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Persuasion",
      "family": "transferable_skill",
      "value": 3.75
    },
    {
      "name": "Fluency of Ideas",
      "family": "ability",
      "value": 3.75
    },
    {
      "name": "Originality",
      "family": "ability",
      "value": 3.75
    },
    {
      "name": "Inductive Reasoning",
      "family": "ability",
      "value": 3.62
    },
    {
      "name": "Judgment and Decision Making",
      "family": "transferable_skill",
      "value": 3.5
    },
    {
      "name": "Computers and Electronics",
      "family": "knowledge",
      "value": 3.5
    },
    {
      "name": "Near Vision",
      "family": "ability",
      "value": 3.5
    },
    {
      "name": "Active Learning",
      "family": "essential_skill",
      "value": 3.38
    },
    {
      "name": "Complex Problem Solving",
      "family": "transferable_skill",
      "value": 3.38
    },
    {
      "name": "Negotiation",
      "family": "transferable_skill",
      "value": 3.25
    },
    {
      "name": "Systems Evaluation",
      "family": "transferable_skill",
      "value": 3.25
    },
    {
      "name": "Service Orientation",
      "family": "transferable_skill",
      "value": 3.12
    },
    {
      "name": "Systems Analysis",
      "family": "transferable_skill",
      "value": 3.12
    },
    {
      "name": "Monitoring",
      "family": "essential_skill",
      "value": 3
    },
    {
      "name": "Instructing",
      "family": "transferable_skill",
      "value": 3
    },
    {
      "name": "Information Ordering",
      "family": "ability",
      "value": 3
    },
    {
      "name": "Category Flexibility",
      "family": "ability",
      "value": 3
    },
    {
      "name": "Administrative",
      "family": "knowledge",
      "value": 2.95
    },
    {
      "name": "Learning Strategies",
      "family": "essential_skill",
      "value": 2.88
    }
  ],
  "skills": [
    {
      "name": "English Language",
      "type": "Common Skill"
    },
    {
      "name": "Active Listening",
      "type": "Common Skill"
    },
    {
      "name": "Writing",
      "type": "Common Skill"
    },
    {
      "name": "Speech Recognition",
      "type": "Specialized Skill"
    },
    {
      "name": "Social Perceptiveness",
      "type": "Common Skill"
    },
    {
      "name": "Reading Comprehension",
      "type": "Common Skill"
    },
    {
      "name": "Time Management",
      "type": "Common Skill"
    },
    {
      "name": "Deductive Reasoning",
      "type": "Common Skill"
    },
    {
      "name": "Critical Thinking",
      "type": "Common Skill"
    },
    {
      "name": "Inductive Reasoning",
      "type": "Common Skill"
    },
    {
      "name": "WordPress",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft SharePoint",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft PowerPoint",
      "type": "Common Skill"
    },
    {
      "name": "Microsoft Outlook",
      "type": "Common Skill"
    },
    {
      "name": "Microsoft Excel",
      "type": "Common Skill"
    },
    {
      "name": "Adobe Photoshop",
      "type": "Specialized Skill"
    },
    {
      "name": "Adobe InDesign",
      "type": "Specialized Skill"
    },
    {
      "name": "Complex Problem Solving",
      "type": "Common Skill"
    },
    {
      "name": "Active Learning",
      "type": "Common Skill"
    },
    {
      "name": "Negotiation",
      "type": "Common Skill"
    },
    {
      "name": "Systems Analysis",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft Word",
      "type": "Common Skill"
    },
    {
      "name": "Microsoft Project",
      "type": "Specialized Skill"
    },
    {
      "name": "Instructing",
      "type": "Specialized Skill"
    },
    {
      "name": "Information Ordering",
      "type": "Specialized Skill"
    },
    {
      "name": "Google Docs",
      "type": "Specialized Skill"
    },
    {
      "name": "Google Analytics",
      "type": "Specialized Skill"
    },
    {
      "name": "Facebook",
      "type": "Specialized Skill"
    },
    {
      "name": "Cisco WebEx",
      "type": "Specialized Skill"
    },
    {
      "name": "Adobe Illustrator",
      "type": "Specialized Skill"
    },
    {
      "name": "Adobe After Effects",
      "type": "Specialized Skill"
    },
    {
      "name": "Adobe Acrobat",
      "type": "Specialized Skill"
    },
    {
      "name": "Learning Strategies",
      "type": "Specialized Skill"
    },
    {
      "name": "Visualization",
      "type": "Specialized Skill"
    },
    {
      "name": "Psychology",
      "type": "Specialized Skill"
    },
    {
      "name": "Telecommunications",
      "type": "Specialized Skill"
    },
    {
      "name": "Mathematics",
      "type": "Common Skill"
    },
    {
      "name": "Geography",
      "type": "Specialized Skill"
    },
    {
      "name": "Wireshark",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft Publisher",
      "type": "Specialized Skill"
    }
  ],
  "tools": [
    {
      "example": "Adobe Creative Cloud software",
      "category": "Graphics or photo imaging software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Adobe InDesign",
      "category": "Desktop publishing software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Adobe Photoshop",
      "category": "Graphics or photo imaging software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Canva",
      "category": "Graphics or photo imaging software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft Excel",
      "category": "Spreadsheet software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft Office software",
      "category": "Office suite software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft Outlook",
      "category": "Electronic mail software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft PowerPoint",
      "category": "Presentation software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft SharePoint",
      "category": "Document management software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "WordPress",
      "category": "Web page creation and editing software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Adobe Acrobat",
      "category": "Document management software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Adobe After Effects",
      "category": "Video creation and editing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Adobe Illustrator",
      "category": "Graphics or photo imaging software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Apple macOS",
      "category": "Operating system software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Cascading style sheets CSS",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Cisco Webex",
      "category": "Video conferencing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Facebook",
      "category": "Web page creation and editing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Google Analytics",
      "category": "Data mining software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Google Docs",
      "category": "Word processing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "HubSpot software",
      "category": "Sales and marketing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Hypertext markup language HTML",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "JavaScript",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Marketo Marketing Automation",
      "category": "Sales and marketing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Project",
      "category": "Project management software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Word",
      "category": "Word processing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Salesforce software",
      "category": "Customer relationship management CRM software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "3M Post-it App",
      "category": "Word processing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Adobe Acrobat Reader",
      "category": "Document management software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Adobe Acrobat Writer",
      "category": "Word processing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Adobe ActionScript",
      "category": "Development environment software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Adobe Dreamweaver",
      "category": "Web page creation and editing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Airtable",
      "category": "Data base user interface and query software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Apple Final Cut Express",
      "category": "Video creation and editing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Apple Final Cut Pro",
      "category": "Video creation and editing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Apple iPhoto",
      "category": "Graphics or photo imaging software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Apple Keynote",
      "category": "Presentation software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Apple QuickTime",
      "category": "Video creation and editing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Blackbaud The Raiser's Edge",
      "category": "Customer relationship management CRM software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Blogging software",
      "category": "Web page creation and editing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Cision CisionPoint",
      "category": "Data base user interface and query software",
      "hot": false,
      "inDemand": false
    }
  ],
  "workContext": [
    {
      "name": "E-Mail",
      "value": 4.95
    },
    {
      "name": "Telephone Conversations",
      "value": 4.82
    },
    {
      "name": "Face-to-Face Discussions with Individuals and Within Teams",
      "value": 4.82
    },
    {
      "name": "Time Pressure",
      "value": 4.55
    },
    {
      "name": "Work With or Contribute to a Work Group or Team",
      "value": 4.5
    },
    {
      "name": "Contact With Others",
      "value": 4.43
    },
    {
      "name": "Indoors, Environmentally Controlled",
      "value": 4.32
    },
    {
      "name": "Importance of Being Exact or Accurate",
      "value": 4.18
    },
    {
      "name": "Frequency of Decision Making",
      "value": 4.1
    },
    {
      "name": "Impact of Decisions on Co-workers or Company Results",
      "value": 4.05
    },
    {
      "name": "Coordinate or Lead Others in Accomplishing Work Activities",
      "value": 4
    },
    {
      "name": "Determine Tasks, Priorities and Goals",
      "value": 3.91
    },
    {
      "name": "Spend Time Sitting",
      "value": 3.9
    },
    {
      "name": "Level of Competition",
      "value": 3.82
    },
    {
      "name": "Freedom to Make Decisions",
      "value": 3.81
    },
    {
      "name": "Deal With External Customers or the Public in General",
      "value": 3.77
    },
    {
      "name": "Work Outcomes and Results of Other Workers",
      "value": 3.5
    },
    {
      "name": "Written Letters and Memos",
      "value": 3.48
    },
    {
      "name": "Conflict Situations",
      "value": 3.14
    },
    {
      "name": "Dealing With Unpleasant, Angry, or Discourteous People",
      "value": 3.09
    },
    {
      "name": "Public Speaking",
      "value": 2.95
    },
    {
      "name": "Consequence of Error",
      "value": 2.86
    },
    {
      "name": "Physical Proximity",
      "value": 2.82
    },
    {
      "name": "Exposed to Sounds, Noise Levels that are Distracting or Uncomfortable",
      "value": 2.59
    },
    {
      "name": "Importance of Repeating Same Tasks",
      "value": 2.36
    },
    {
      "name": "Spend Time Standing",
      "value": 2.32
    },
    {
      "name": "Spend Time Making Repetitive Motions",
      "value": 2.29
    },
    {
      "name": "In an Enclosed Vehicle or Operate Enclosed Equipment",
      "value": 2.18
    },
    {
      "name": "Degree of Automation",
      "value": 2.14
    },
    {
      "name": "Health and Safety of Other Workers",
      "value": 2.09
    },
    {
      "name": "Spend Time Walking or Running",
      "value": 1.91
    },
    {
      "name": "Outdoors, Exposed to All Weather Conditions",
      "value": 1.86
    },
    {
      "name": "Outdoors, Under Cover",
      "value": 1.86
    },
    {
      "name": "Indoors, Not Environmentally Controlled",
      "value": 1.73
    },
    {
      "name": "Spend Time Using Your Hands to Handle, Control, or Feel Objects, Tools, or Controls",
      "value": 1.73
    },
    {
      "name": "Dealing with Violent or Physically Aggressive People",
      "value": 1.45
    },
    {
      "name": "Spend Time Bending or Twisting Your Body",
      "value": 1.33
    },
    {
      "name": "Exposed to Extremely Bright or Inadequate Lighting Conditions",
      "value": 1.32
    },
    {
      "name": "Exposed to Very Hot or Cold Temperatures",
      "value": 1.27
    },
    {
      "name": "Spend Time Kneeling, Crouching, Stooping, or Crawling",
      "value": 1.27
    }
  ],
  "preparation": {
    "jobZone": "4",
    "jobZoneName": "Job Zone Four: Considerable Preparation Needed",
    "education": "Most of these occupations require a four-year bachelor's degree, but some do not.",
    "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.",
    "svpRange": "(7.0 to < 8.0)",
    "educationDistribution": [
      {
        "label": "Bachelor's Degree",
        "percentage": 90.91
      },
      {
        "label": "Master's Degree",
        "percentage": 9.09
      }
    ]
  },
  "personFit": [
    {
      "name": "Dependability",
      "family": "work_style",
      "value": 8
    },
    {
      "name": "Integrity",
      "family": "work_style",
      "value": 7
    },
    {
      "name": "Marketing/Advertising",
      "family": "specific_interest_area",
      "value": 6.67
    },
    {
      "name": "Creative Writing",
      "family": "specific_interest_area",
      "value": 6
    },
    {
      "name": "Cooperation",
      "family": "work_style",
      "value": 6
    },
    {
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