Public Relations Specialists

Marketing & Communications

Level 4469 of 1200 points

Job description

Public Relations Specialists

Job purpose

To plan and produce the communications through which the organisation or its clients are presented to the media, the public and interest groups, and to advise management on public opinion and promotional strategy, so that the intended public image is maintained and audiences are accurately informed.

Skills

Specialist command of communications and media — production and dissemination technique across written, oral and visual channels, press release writing, editing of organisational publications, and website and social media publishing — supported by a high standard of written English, marketing and promotional method, public opinion research technique, and general business understanding of strategic planning and resource allocation. Bachelor's degree is the norm, with a small minority holding a master's, together with several years of related experience and on-the-job training.
Responds to media requests for information or designates an appropriate spokesperson, maintains cooperative relationships with community, consumer, employee and public interest group representatives, and confers with other managers to identify group concerns and advise on business decisions. Coaches client representatives in communicating with the public and with employees, prepares and delivers speeches, and consults advertising agencies and production staff. Works persuasively with audiences whose interests diverge from the organisation's, handling complaints and reconciling differences.
Studies the objectives, promotional policies and needs of organisations to devise strategies capable of influencing public opinion, and plans and conducts market or public opinion research to test products and gauge prospects. Coordinates the public response to environmental management incidents or conflicts, where a position must be settled quickly on incomplete information. Problems are open-ended and creative, with little direct precedent, and are resolved by judgement about audience reaction.
Sets long-range communications objectives and the strategies to reach them, and arranges public appearances, lectures, contests and exhibits around media and publication deadlines. Determines own tasks and priorities within agreed organisational objectives, and works to firm time pressure.
Desk and screen work using publishing and monitoring applications, with public speaking at appearances and exhibits. No manual handling or dexterity demands.

Responsibilities

No line management, though coordinates and leads others in accomplishing communications work and carries a stake in the outcomes of those contributing to campaigns. Coaches client representatives as spokespeople and represents the organisation externally.
Purchases advertising space or time where a campaign requires it and arranges promotional campaigns with agencies, monitoring the resources committed. Spend is administered within approved campaign provision rather than held as a budget.
Ordinary care of a workstation, of the organisation's website, social media accounts and publishing tools, and of material prepared for exhibits.
Owns the organisation's outward statements — press releases, website and social media content, employee newsletters and stockholders' reports — where wording must be exact because it is attributed to the organisation and cannot readily be withdrawn once issued. Decisions on what is released, and when, carry consequences for colleagues and for company results.

Effort required

Sustained composition, editing and review in which precise wording matters, combined with creative development of strategy and material. Decisions on what is said publicly, and through whom, are taken frequently and under firm time pressure, alongside a high volume of e-mail, telephone and face-to-face contact.
Represents and defends the organisation's position in public and in dealings that involve conflict situations and, at times, unpleasant, angry or discourteous people. Competition between organisations is a live consideration.
Predominantly seated at a desk. No lifting or exertion.

Working conditions

Indoor, environmentally controlled office work with no hazardous conditions, equipment or exposures recorded. Contact is heavy and largely external — media, the public and interest group representatives — with psychological demand from conflict situations and from dealing with people who are unpleasant, angry or discourteous.
Most incumbents work more than a standard week, and around two-thirds are on a regular established schedule, with a substantial minority on irregular patterns following campaign and event demands. Considerable freedom to make decisions and set own priorities and goals, with frequent decisions taken under time pressure that bear on colleagues and company results.

Skills

40% · 250 points▾

KnowledgeLevel 4 of 8
72 of 144 points
Factual and theoretical knowledge in broad contexts within a field of work. The job requires a range of thinking and practical knowledge to find solutions to specific problems in the job or study area.
Interpersonal and communication skillsLevel 4 of 5
77 of 96 points
Advanced communication and interpersonal skills. The job holder is required to manage complex interactions, mediate interpersonal conflicts and support group collaboration.
Problem-solving skillsLevel 3 of 5
58 of 96 points
Variable problems. The job involves dealing with different kinds of problems that require careful thinking, research into different options or adjusting existing ways of doing things. Guidance and resources may be limited.
Planning and organisational skillsLevel 3 of 5
43 of 72 points
Moderate organisational skills required. The job requires the organising and prioritising of multiple tasks, with some level of adjustment to plans on the basis of changing circumstances or deadlines.
Physical skillsLevel 0 of 5
0 of 72 points
Not applicable. The job does not require any particular physical skills (although there is likely to be some physical activity).

Responsibility

35% · 123 points▾

PeopleLevel 1 of 5
29 of 144 points
Very limited. Not required to supervise or perform a caregiving role. The job may involve providing basic guidance to or orientation for others, such as helping new colleagues settle in.
Goods and equipmentLevel 1 of 5
17 of 84 points
Limited responsibility for goods or equipment. The job involves the care and proper use of low-value tools or materials, with minimal responsibility for their maintenance or security.
InformationLevel 3 of 5
58 of 96 points
Moderate responsibility for information. The job involves managing information to ensure it is accurate, of high quality and secure. The job holder may make decisions about the handling of sensitive data.
Financial resourcesLevel 1 of 5
19 of 96 points
Very limited responsibility for financial resources. The job involves handling small amounts of cash or processing simple transactions, such as recording expenses or maintaining basic financial records.

Effort

15% · 65 points▾

Mental effortLevel 3 of 5
36 of 60 points
High level of mental effort. The job involves frequent concentration on complex tasks that require considerable mental effort, such as interpreting complex data.
Psychosocial and emotional effortLevel 2 of 5
29 of 72 points
Occasional psychosocial and emotional effort. The job requires occasional involvement in emotionally demanding situations, such as handling minor conflicts or dealing with upset individuals.
Physical effortLevel 0 of 5
0 of 48 points
Not applicable. The job does not require any physical effort.

Working Conditions

10% · 31 points▾

Environment (physical, psychological or emotional)Level 1 of 5
17 of 84 points
Minimal exposure to hazards or stress. The job involves little or no exposure to physical hazards (e.g. chemicals, moving equipment, noise) and minimal emotional or psychological risks (e.g. occasional routine tasks with no emotional burden). There is minor exposure to dust, dirt, fumes, noise, waste, poor lighting, etc.
Organisational environmentLevel 2 of 5
14 of 36 points
Occasional organisational demands. The job may involve occasional irregular hours (e.g. the requirement to work weekends or holidays), minimal travel or limited digital connectivity outside normal working hours.