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Public Relations Managers

SOC 11-2032.00Job Zone 4 · Considerable Preparationv.26.05

Context coveredThis framework covers public relations management practice across corporate, nonprofit, and institutional settings, from entry-level communications support through executive-level strategy and organizational leadership.

Sources:O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.SkillsCrosswalkSkillsCrosswalk — O*NET enrichment + adjacency index. Opens in new tab.
Emerging
Entry / Apprentice
  1. Press releases and basic communications materials — draft and format under direct supervision using desktop publishing software in a corporate PR department.
  2. Brand messaging guidelines — review and apply when preparing entry-level content for internal and external audiences in an organizational communications setting.
  3. Active listening skills — demonstrate during stakeholder briefings and team meetings to accurately capture directives from senior PR managers.
  4. Budget documentation — assist in compiling line-item data and supporting materials for departmental budget submissions under managerial guidance.
  5. CRM software and office suite tools — navigate and enter contact records, media lists, and correspondence logs under structured onboarding protocols.
  6. Organizational policies and communication objectives — read, comprehend, and summarize for reference in day-to-day PR support tasks.
  7. Graphics and photo imaging software — apply basic functions to prepare visual assets for press kits under the direction of a senior communications specialist.
  8. Media inquiries and routine correspondence — respond to using approved templates and escalation procedures in a supervised PR office environment.
  9. Coordination tasks — support by scheduling meetings between staff members and organization officials as directed by PR leadership.
  10. Web page content updates — execute using web page creation and editing software following established editorial guidelines and supervisor approval.
Developing
Mid-level / Established
  1. Public relations campaigns — plan and execute end-to-end under moderate oversight, adapting messaging to audience segments in a mid-sized organization.
  2. Departmental budget proposals — prepare for managerial review, including cost estimates for program implementation and media activities in a corporate communications context.
  3. Media relations — manage routine press inquiries and cultivate journalist contacts independently, applying active listening and oral expression skills across multiple platforms.
  4. Video and multimedia content — produce and edit using video creation and editing software to support communications initiatives with reduced supervisory involvement.
  5. Staff coordination — organize cross-functional communications activities by conferring with department heads and project teams to align objectives and timelines.
  6. Database and CRM systems — query and maintain stakeholder records, track campaign metrics, and generate routine reports to inform PR strategy adjustments.
  7. Written communications — compose speeches, talking points, and organizational announcements applying strong writing and reading comprehension skills in professional organizational settings.
  8. Reputational risk scenarios — identify emerging issues and apply deductive reasoning to recommend initial response strategies to senior management.
  9. Social and digital media channels — monitor audience sentiment and platform performance, adjusting content strategy based on data-driven observations.
  10. Organizational policies — interpret and communicate updates to staff and external partners, ensuring consistent application across PR activities in a regulated industry environment.
Proficient
Senior / Expert IC
  1. PR strategy and policy implementation — direct autonomously across the full communications scope, ensuring organizational objectives are met in complex multi-stakeholder environments.
  2. Annual and program-specific budgets — develop, defend, and oversee approval processes including funding allocation for long-term communications initiatives at organizational leadership levels.
  3. Board members and senior officials — confer with regularly to coordinate messaging, resolve sensitive communications issues, and align PR activities with organizational mission.
  4. Non-routine reputational crises — lead organizational response by applying advanced judgment and decision-making skills across media, legal, and executive stakeholder contexts.
  5. Full media ecosystem — manage relationships with broadcast, print, and digital outlets independently, negotiating coverage opportunities and mitigating negative press in competitive sectors.
  6. Cross-functional teams — coordinate between HR, legal, finance, and operations to ensure communications strategies reflect accurate and compliant organizational positions.
  7. Data analytics and CRM platforms — leverage to evaluate campaign ROI, refine audience targeting, and present findings to senior leadership with actionable recommendations.
  8. Web platform development and content infrastructure — oversee to ensure organizational digital presence reflects brand standards and supports integrated PR objectives.
  9. Talent and performance standards — set for PR staff by designing workflows, establishing quality benchmarks, and providing substantive editorial and strategic feedback.
  10. Financial and investment communications — direct the preparation and delivery of materials for funding announcements, maximizing stakeholder confidence and media reach.
Advanced
Lead / Principal / Executive
  1. Enterprise-wide communications strategy — set vision and long-term direction for all PR functions, aligning organizational reputation objectives with executive leadership and board priorities.
  2. Organizational financial activities — direct budget oversight and resource allocation across the PR division to maximize investment in high-impact communications initiatives at scale.
  3. Executive leadership and board members — advise on sensitive communications issues, coordinate crisis response posture, and shape organizational narrative at the highest institutional levels.
  4. PR policies and governance frameworks — develop and institutionalize enterprise standards that guide communications conduct, ethical practice, and regulatory compliance across all divisions.
  5. Senior communications professionals — mentor, develop, and lead by cultivating judgment, critical thinking, and leadership capacity within the next generation of PR talent.
  6. Cross-industry stakeholder ecosystems — engage at principal level with government, media, community, and investor audiences to advance organizational influence and reputational standing.
  7. Integrated technology infrastructure — champion adoption of advanced CRM, analytics, and digital publishing platforms to transform PR operations and competitive positioning organization-wide.
  8. Organizational culture of integrity and accountability — model and reinforce through consistent leadership behaviors, public-facing conduct, and internal communications that reflect institutional values.
  9. Multi-year budget and funding strategy — oversee development and board-level approval, ensuring PR investments are justified through measurable outcomes and aligned with business continuity goals.
  10. Industry thought leadership — represent the organization externally through keynotes, publications, and professional associations, establishing authority and expanding strategic influence across the sector.

AI-at-Work Competency Framework

Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.
Subscriber feature

Authoritative source data identified for 998 occupations

How a worker at each mastery level uses, directs, and evaluates AI tools in this occupation. Each statement cites its evidence inline; click a citation chip to verify the source.

Emerging
  1. AI-drafted press release boilerplate — uses an LLM to generate first-draft press releases and media advisories from a brief, then reviews and rewrites for brand voice and factual accuracy Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  2. Basic media monitoring setup — configures an AI-powered media monitoring tool to track brand mentions and sentiment, reviewing flagged items manually before acting on them WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Developing
  1. Stakeholder message mapping — directs an AI assistant to synthesize briefing documents and talking points from source materials, then edits outputs to align with organizational priorities and audience sensitivities Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  2. Crisis scenario drafting — prompts an AI tool to generate initial holding statements and Q&A prep documents during an emerging issue, while applying own judgment to determine tone, timing, and disclosure boundaries Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  3. Budget narrative generation — hands off budget data and program objectives to an AI assistant to produce first-draft budget justification narratives, then refines for accuracy and organizational voice before submission.
Proficient
  1. Multi-channel campaign orchestration — sequences AI tools across content drafting, sentiment analysis, and audience segmentation tasks, retaining editorial authority over all public-facing messaging and strategic framing Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  2. Media inquiry triage — deploys an AI classifier to categorize incoming media requests by urgency and topic, then applies professional judgment to prioritize responses and assign follow-up to staff.
  3. Spokesperson preparation — uses an AI assistant to generate anticipated journalist questions and draft response frameworks, then stress-tests and refines talking points through active listening and critical review before briefings Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  4. Reputational risk assessment — integrates AI-generated sentiment trend reports with own environmental scanning to identify emerging reputational risks, escalating issues that require leadership judgment WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Advanced
  1. AI governance for communications function — establishes team-wide protocols for when AI-generated content requires human review, legal clearance, or executive sign-off, embedding these into editorial workflows WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  2. Strategic narrative evaluation — critically evaluates AI-assisted audience analysis and message-testing outputs against broader organizational strategy and stakeholder relationships, overriding AI recommendations that conflict with long-term reputational objectives Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  3. Cross-functional AI coordination — directs AI-enabled data pipelines that connect communications, legal, and executive teams, ensuring outputs from each AI tool are validated before informing board-level communications decisions WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Evidence pack
SAFI positioning
Top skill: Speaking
Score: 48.5 / 100
Quadrant: Q2_ai_augmented
precision: exact
WEF cluster
Human-Technology Interaction
human_technology_interaction
Sources:Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.

Pathsmith Durable Skills Framework

Sources:Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Subscriber feature

Ten durable-skill domains mapped to four proficiency/role levels for each occupation. Each statement is aligned to the Pathsmith taxonomy, derived from trusted grounding data and mapped to occupation-specific O*NET tasks and skills.

1Communication12 statements
Emerging
  1. Press release drafting — composes basic press releases using standard organizational messaging templates while learning AP style conventions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Media inquiry response — answers routine journalist questions using pre-approved talking points and organizational FAQs O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Internal briefing participation — listens actively during staff meetings to capture key messaging directives and action items Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Stakeholder messaging — crafts tailored written communications for distinct audience segments including media, investors, and community partners Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Spokesperson preparation — coaches organizational representatives on key messages before media interviews using structured briefing documents O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Crisis communication drafting — prepares initial holding statements and spokesperson scripts under supervision during emerging issues Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Multichannel narrative management — develops and maintains consistent organizational voice across press releases, social platforms, executive speeches, and annual reports Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Executive communication counsel — advises C-suite leaders on tone, framing, and audience-specific language for high-stakes public statements O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Media relations execution — conducts press briefings and spokesperson interviews that advance strategic messaging goals while managing difficult questions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Organizational voice architecture — establishes enterprise-wide communication standards, style guides, and message frameworks adopted across all departments and channels Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Crisis narrative leadership — directs real-time public communication strategy during reputational emergencies, balancing transparency, legal constraints, and brand preservation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Thought leadership platform development — positions organizational executives as industry authorities through targeted editorial placements, keynote strategy, and media relationship cultivation O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
2Leadership11 statements
Emerging
  1. Team task coordination — assists senior PR managers in assigning project tasks to communications staff and tracking completion against deadlines Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Campaign initiative ownership — takes responsibility for discrete deliverables within larger PR campaigns under direct supervision Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. PR team supervision — directs daily workflow of communications specialists, publicists, and media coordinators toward campaign objectives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Cross-functional project leadership — leads integrated campaign teams that include marketing, legal, and government affairs colleagues toward shared launch milestones O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Staff development facilitation — provides ongoing coaching and performance feedback to junior communications staff to build departmental capability Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Departmental strategy ownership — sets quarterly and annual PR objectives, allocates team resources, and holds staff accountable for measurable outcomes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Vendor and agency leadership — directs external PR agencies, freelance writers, and media consultants to deliver integrated campaigns on scope and budget O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Organizational reputation stewardship — leads cross-departmental efforts to protect and advance organizational brand in alignment with executive leadership directives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Enterprise PR vision setting — defines multi-year public affairs and communications strategy that advances organizational mission and competitive positioning Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Communications function building — recruits, structures, and develops high-performing PR departments capable of managing complex reputational and stakeholder environments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Board and executive influence — presents PR strategy and reputational risk assessments to boards of directors and executive committees, shaping organizational decision-making O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
3Metacognition8 statements
Emerging
  1. Campaign reflection practice — reviews completed media pitches to identify which framing approaches generated coverage and which did not Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Skill gap recognition — identifies personal knowledge deficiencies in media law, digital analytics, or industry-specific PR practice and seeks targeted learning opportunities Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Strategic self-assessment — evaluates own messaging decisions after campaign outcomes to distinguish effective instincts from ineffective assumptions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Learning strategy adaptation — adjusts professional development focus based on emerging platform shifts, industry trends, and feedback from media contacts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Campaign planning metacognition — explicitly maps assumptions underlying PR strategies before execution and establishes checkpoints to test those assumptions against real-world media response Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Cognitive bias monitoring — recognizes when organizational attachment or executive pressure distorts objective assessment of reputational risk and applies corrective analytical frameworks Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational learning facilitation — institutionalizes post-campaign debriefs and lessons-learned systems that build collective metacognitive capacity across the PR team Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Strategic blind spot identification — coaches department leaders to surface unexamined assumptions in communications strategy before they become reputational liabilities Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
4Critical Thinking9 statements
Emerging
  1. Media coverage analysis — reviews news articles and social media mentions to distinguish factual reporting from opinion and identify emerging narrative trends Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Message consistency checking — evaluates draft communications against organizational positions to flag contradictions or unsupported claims before publication Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Reputational risk assessment — analyzes emerging public issues to evaluate likelihood, severity, and organizational exposure before recommending response strategies Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Source credibility evaluation — assesses reliability and bias of media outlets, influencers, and third-party validators when building media relations strategies Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Evidence-based campaign strategy — synthesizes media monitoring data, audience research, and competitive intelligence to construct PR plans grounded in verified insights rather than assumptions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Policy and messaging alignment audit — critically evaluates organizational statements against regulatory requirements, factual accuracy, and stakeholder expectations to prevent public contradictions O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Judgment under ambiguity — makes time-sensitive messaging recommendations during breaking news situations by rapidly weighing incomplete information against organizational risk tolerance Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Crisis decision architecture — designs organizational decision frameworks for evaluating reputational threats that integrate legal, ethical, financial, and communications variables simultaneously Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Strategic assumption challenging — systematically interrogates long-held organizational PR assumptions by commissioning independent research and pressure-testing conclusions with diverse stakeholder perspectives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
5Collaboration9 statements
Emerging
  1. Internal coordination participation — contributes to joint planning meetings with marketing, legal, and HR colleagues by sharing PR perspective on proposed initiatives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Agency relationship support — assists in briefing external PR vendors on organizational priorities and relaying feedback from leadership O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Cross-functional campaign partnership — co-develops integrated campaigns with marketing, product, and government affairs teams, negotiating shared timelines and message ownership Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Media coalition building — cultivates collaborative relationships with journalists, editors, and industry reporters to create mutually beneficial information-sharing partnerships O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Interdepartmental communications alignment — convenes and facilitates recurring meetings with legal, HR, investor relations, and operations to ensure consistent external messaging across all functions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Coalition and partner communications — manages shared messaging with external coalition partners, trade associations, and community organizations on joint public affairs initiatives O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Crisis team integration — works seamlessly within cross-functional incident response teams, subordinating PR priorities to collective organizational response objectives when appropriate Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Enterprise collaboration infrastructure — establishes organization-wide communications councils that coordinate messaging across business units, subsidiaries, and geographic markets Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Industry coalition leadership — leads multi-organization public affairs coalitions on shared reputational or regulatory challenges, aligning competing institutional interests toward collective narrative goals Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
6Character9 statements
Emerging
  1. Accuracy commitment — verifies all facts, statistics, and attributions in communications materials before submission, flagging uncertainties rather than proceeding on assumption Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Confidentiality practice — handles sensitive organizational information, executive communications, and unreleased initiatives with appropriate discretion Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Ethical messaging standards — declines to prepare communications that misrepresent organizational positions, selectively omit material facts, or manipulate media through deceptive framing Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Accountability modeling — takes ownership of press release errors, misquotations, or campaign missteps by proactively correcting the record rather than deflecting responsibility Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Transparent stakeholder communication — maintains honest and timely communication with media, community partners, and internal leadership even when organizational news is unfavorable Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Professional ethical leadership — establishes clear standards for truthfulness, source attribution, and conflict-of-interest disclosure within the PR department Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Trust-based media relationships — builds long-term journalist relationships on reliability and honesty rather than exclusive access manipulation or information embargoes O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Organizational integrity advocacy — counsels executive leadership against communications strategies that are technically legal but ethically misleading, proposing transparent alternatives that preserve long-term reputational credibility Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Industry ethics stewardship — contributes to public relations professional standards bodies, ethical guidelines development, and practitioner ethics education within the profession Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
7Creativity9 statements
Emerging
  1. Story angle generation — proposes multiple narrative angles for the same organizational announcement to identify which framing offers the strongest media appeal Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Visual storytelling exploration — experiments with infographic concepts, video pitch treatments, and multimedia formats to complement traditional press materials Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Campaign concept development — generates differentiated earned media campaign concepts that create genuine news value rather than repackaging standard organizational announcements Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Unconventional channel identification — identifies non-traditional platforms, community events, or influencer partnerships to reach target audiences bypassed by conventional PR tactics Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Signature campaign architecture — designs high-impact PR campaigns with distinctive creative premises that generate sustained media coverage and measurable audience engagement Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Narrative reframing expertise — repositions challenging organizational stories through creative contextual framing that maintains factual integrity while emphasizing constructive perspectives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Experiential media strategy — develops immersive press experiences, executive storytelling formats, and creative media activations that differentiate organizational announcements in saturated news environments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Industry-defining campaign innovation — creates PR campaign models and earned media strategies that establish new standards of practice adopted by peer organizations and referenced in professional literature Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Organizational narrative reinvention — leads enterprise-level brand story transformations that successfully reposition organizational reputation following reputational crises or strategic pivots Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
8Growth Mindset8 statements
Emerging
  1. Platform learning initiative — proactively acquires skills in emerging digital monitoring tools, social listening platforms, and multimedia content formats without waiting for formal training directives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Feedback receptivity — incorporates editorial feedback from senior managers and media contacts on press materials without defensiveness Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Campaign failure analysis — extracts specific, actionable lessons from unsuccessful media pitches or campaigns that failed to generate coverage, applying findings to next cycle Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Industry trend pursuit — regularly engages with PR trade publications, journalism industry reports, and digital media research to identify shifts requiring strategic adaptation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Deliberate skill expansion — pursues structured development in adjacent competencies including data analytics, government affairs, and investor relations to broaden strategic PR capability Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Constructive criticism cultivation — actively solicits candid feedback from media contacts, agency partners, and internal clients on communications effectiveness, treating critical responses as intelligence Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Learning culture institutionalization — builds team norms where campaign retrospectives, professional development investment, and experimentation with new PR tactics are embedded in departmental operations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Cross-sector knowledge integration — applies communications insights from adjacent industries, academic research, and behavioral science to evolve organizational PR strategy beyond conventional practice Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
9Mindfulness9 statements
Emerging
  1. Reactive communication pause — resists impulse to issue immediate organizational responses to breaking negative coverage, taking deliberate time to assess full context before recommending action Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Stakeholder perspective attention — practices deliberate attention to media, community, and audience viewpoints before crafting organizational messaging to avoid tone-deaf communication Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Emotional regulation under pressure — maintains composed, measured communication style during contentious press inquiries, hostile media cycles, and internal leadership conflicts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Attention management during crises — prioritizes and sequences communications tasks effectively during simultaneous multi-issue crises without allowing urgency to displace strategic judgment Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Intentional spokesperson coaching — prepares executives for media interviews with explicit attention to nonverbal communication, emotional tone regulation, and presence under adversarial questioning Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Deliberate message crafting — brings full analytical attention to word choice, framing, and cultural connotation in high-stakes communications before approving organizational statements Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Team stress climate management — monitors departmental stress indicators during high-demand campaign periods and intervenes to sustain team effectiveness and prevent burnout Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational mindfulness integration — embeds intentional communication review processes, pre-publication reflection protocols, and crisis simulation practices into standard departmental operations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Executive presence cultivation — guides senior leaders in developing authentic, grounded public communication presence that conveys credibility and emotional intelligence across diverse audience contexts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
10Fortitude9 statements
Emerging
  1. Rejection persistence — continues refining and resubmitting media pitches after initial journalist rejections without abandoning viable story angles prematurely Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Criticism tolerance — maintains professional effectiveness when organizational communications receive negative public responses or critical press coverage Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Sustained crisis engagement — remains operationally effective through extended multi-day reputational crises requiring continuous media monitoring, statement revision, and stakeholder communication Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Difficult message delivery — presents unfavorable reputational assessments and crisis severity evaluations to executive leadership honestly, despite organizational pressure to minimize concerns Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Reputational recovery leadership — sustains consistent, patient execution of long-term reputation rebuilding strategies across months-long recovery cycles following organizational scandals or crises Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Adversarial media navigation — maintains strategic composure and organizational message integrity through extended hostile media environments, coordinated criticism campaigns, or sustained investigative press scrutiny Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Executive pressure resistance — upholds professional standards and communications ethics when senior organizational leaders pressure the PR function to issue misleading or unsupported public statements Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Crisis leadership endurance — guides organizations through existential reputational threats requiring sustained strategic clarity, stakeholder confidence maintenance, and team morale preservation over protracted periods Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Institutional courage modeling — publicly models and organizationally rewards the courage to deliver difficult truths to leadership, advocate for transparency, and resist short-term messaging expediency in favor of long-term credibility Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Sources:Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
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Source anchors that ground each statement

Related titles
Business Development Director · Campaign Manager · Communications Director · Communications Manager · Community Director · Community Engagement Manager · Community Manager · Community Relations Director · Customer Service Manager · Development Director · Information Director · Marketing and Communications Manager
RAPIDS apprenticeships
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O*NET skills
SpeakingActive ListeningReading ComprehensionCritical ThinkingJudgment and Decision MakingMonitoringCoordinationWriting
Knowledge domains
Administration and ManagementEnglish LanguageCustomer and Personal ServicePersonnel and Human ResourcesMathematicsEducation and TrainingComputers and ElectronicsAdministrative
Abilities
Oral ExpressionOral ComprehensionWritten ComprehensionDeductive ReasoningProblem SensitivityWritten Expression
Work styles
DependabilityLeadership OrientationIntegrityAttention to DetailAchievement OrientationPerseverance
Technology
Document management softwareVideo creation and editing softwareGraphics or photo imaging softwareDesktop publishing softwareWeb page creation and editing softwareData base user interface and query softwareCustomer relationship management CRM softwareOffice suite softwareWeb platform development softwareAccounting software
Tasks · seed anchors for statements
  1. Direct or coordinate an organization's financial or budget activities to fund operations, maximize investments
  2. Confer with board members, organization officials, or staff members to discuss issues, coordinate activities,
  3. Prepare budgets for approval, including those for funding or implementation of programs.
  4. Direct, plan, or implement policies, objectives, or activities of organizations or businesses to ensure contin
CIP education codes
09.010009.010109.010209.090009.090209.090409.090709.090952.050152.0599

Sources: O*NET v30.2 (CC BY 4.0), SkillsCrosswalk.com, LER.me, Anthropic Economic Index, SAFI (Jadhav & Danve, 2026), WEF Skills Taxonomy 2021, Pathsmith Durable Skills Framework. © 2026 EBSCOed.