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Public Relations Specialists

SOC 27-3031.00Job Zone 4 · Considerable Preparationv.26.05

Context coveredThis framework covers public relations practice in agency, corporate, and nonprofit environments, spanning media relations, stakeholder engagement, strategic communications planning, crisis response, and digital content management for Job Zone 4 practitioners.

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 media communications — draft under supervisor review to promote client accomplishments in an agency or in-house PR setting.
  2. Media inquiry logs and contact databases — maintain and update using document management software to support timely spokesperson coordination.
  3. Company website and social media platforms — post approved content updates under direction to ensure consistent organizational messaging.
  4. Public relations strategy documents — read and summarize key objectives to support planning efforts for an assigned client or department.
  5. Community and stakeholder contact lists — compile and organize using database software to assist in maintaining cooperative external relationships.
  6. News monitoring tools and media reports — review and flag relevant coverage under guidance to track organizational reputation and emerging trends.
  7. Presentation software and word processing tools — use to prepare supporting materials for internal briefings and client communication drafts.
  8. Style guides and organizational messaging frameworks — follow consistently when producing written content for media or public-facing channels.
  9. Colleague communications and stakeholder feedback — listen actively during team meetings to capture key information and relay it accurately.
  10. Graphics and desktop publishing software — apply under direction to produce basic visual assets supporting press kits and promotional materials.
Developing
Mid-level / Established
  1. Media responses and spokesperson coordination — manage independently for routine inquiries, applying organizational messaging guidelines in a fast-paced newsroom-facing environment.
  2. Press releases, pitch letters, and media advisories — write and distribute with minimal oversight to promote client products, services, or milestones across targeted outlets.
  3. Social media content calendars and website updates — develop and execute on a recurring basis to maintain consistent and engaging organizational presence.
  4. Public relations programs — assist in planning and communicating initiatives that sustain favorable public and stakeholder perceptions of an organization's agenda.
  5. Community groups, consumer advocates, and employee representatives — build and maintain cooperative relationships through regular outreach in a mid-size organization context.
  6. Business unit managers — confer with on a regular basis to identify emerging trends and stakeholder concerns and to provide communications advice on decisions.
  7. Video creation, photo imaging, and desktop publishing tools — use proficiently to produce multimedia PR assets for campaigns and press materials.
  8. Client and executive representatives — coach in public communication techniques, preparing talking points and conducting practice sessions ahead of media appearances.
  9. Organizational objectives and promotional policies — analyze to draft targeted public relations strategies that shape public opinion within a defined market segment.
  10. Active listening and social perceptiveness — apply during stakeholder meetings to identify unstated concerns and adjust communication approaches accordingly.
Proficient
Senior / Expert IC
  1. Comprehensive public relations programs — plan and direct end-to-end across multiple audiences to build and protect favorable organizational or client reputation in competitive environments.
  2. Complex or sensitive media inquiries — respond to or designate the most appropriate spokesperson autonomously, managing risk and messaging precision in high-visibility situations.
  3. Non-routine crisis communications materials — develop and deploy rapidly, integrating cross-channel messaging across web, social, and traditional media platforms.
  4. Multi-stakeholder relationship networks — cultivate and sustain across community, consumer, investor, and public interest groups to advance long-term organizational goals.
  5. Executive and client leadership teams — advise on business decisions with reputational implications, synthesizing stakeholder intelligence and competitive landscape analysis.
  6. Public relations strategies — design from organizational objectives and market research, applying systems analysis to forecast how messaging will influence public opinion.
  7. Senior leaders and subject-matter experts — coach extensively in media engagement, crisis response, and employee communications using tailored, evidence-based techniques.
  8. Persuasion and negotiation skills — apply in high-stakes media negotiations, partnership discussions, and community relations initiatives to achieve favorable coverage and outcomes.
  9. Campaign performance and systems evaluation — conduct using analytics platforms to measure PR program effectiveness and redirect resources toward highest-impact activities.
  10. Emerging digital and content tools — evaluate and integrate proactively, including web page editing and multimedia software, to keep organizational communications at the leading edge.
Advanced
Lead / Principal / Executive
  1. Enterprise-wide public relations and communications strategy — set organizational direction and lead development across all business units, aligning messaging with executive leadership priorities.
  2. PR department or agency practice — build and lead, establishing policies, workflow systems, and quality standards that govern all media relations and stakeholder communications functions.
  3. Organizational reputation and brand equity — govern at the executive level, advising the C-suite and board on reputational risk, stakeholder sentiment, and long-term communications investment.
  4. Cross-functional leadership teams — influence and align by facilitating strategic counsel on communications implications of major business, policy, and environmental responsibility decisions.
  5. Emerging professionals and mid-level practitioners — mentor and develop through structured coaching, feedback frameworks, and stretch assignments that build organizational PR capability.
  6. Industry coalitions, media organizations, and civic bodies — represent the organization at the highest level, establishing thought leadership and sustaining strategic external alliances.
  7. Crisis communications command structures — lead and activate during enterprise-scale incidents, directing spokespeople, legal, and operations teams to protect organizational standing.
  8. PR technology ecosystems and data infrastructure — champion and oversee adoption of advanced analytics, CRM, and content management platforms to drive evidence-based communications decisions.
  9. Public affairs and public relations budgets — own and allocate at the program portfolio level, applying systems evaluation to maximize return on communications investment across the organization.
  10. Organizational culture of communication excellence — foster by defining competency standards, championing innovation and optimism, and modeling socially oriented leadership across the enterprise.

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 review — reads and lightly edits AI-generated press releases and social media posts for factual accuracy and brand voice before submission, operating within a predominantly collaborative human-AI workflow Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  2. Content scheduling assistance — uses AI tools to generate first-draft social media content and schedule posts, while retaining final approval over messaging and tone WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Developing
  1. Media response acceleration — delegates initial drafts of media inquiries and spokesperson briefing documents to an AI assistant, then refines the language for relationship sensitivity and organizational nuance 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..
  2. Campaign messaging iteration — runs multiple AI-generated message variants for a PR campaign, evaluates each against audience and stakeholder context, and selects the strongest for human-led refinement Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  3. Research synthesis delegation — hands off background research on media outlets, journalists, and community interest groups to an AI tool, then cross-checks results before building outreach strategies Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
Proficient
  1. Strategic communication drafting — directs AI tools through multi-stage drafts of press releases, op-eds, and stakeholder communications, providing precise briefs and applying professional editorial judgment at each revision Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  2. Reputation monitoring orchestration — configures AI-powered listening tools to surface media sentiment and emerging issues in real time, then interprets findings to advise organizational leadership on response posture Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  3. Time-efficient content production — leverages AI assistance across the full content pipeline to capture significant time savings on routine writing tasks, redirecting that capacity toward high-stakes relationship management and spokesperson coaching 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..
  4. Stakeholder perception analysis — commissions AI-generated summaries of public and stockholder sentiment data, then applies social perceptiveness to translate patterns into actionable communication recommendations 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..
Advanced
  1. AI workflow architecture for PR teams — designs organization-wide protocols governing which PR tasks are routed to AI tools, which require human authorship, and how outputs are quality-assured before external release 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..
  2. High-stakes crisis communication leadership — maintains exclusive human authorship of crisis statements and sensitive community relations messaging where AI autonomy ceilings are inappropriate, while using AI to rapidly model scenario-specific language options for expert review 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..
  3. Cross-functional AI integration oversight — evaluates emerging AI capabilities against the Q2 augmented-skill profile of the occupation, recommending adoption or caution to executive stakeholders based on risk, ethics, and reputational impact 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..
Evidence pack
AEI usage
Task observations: 2150
Augment share: 95%
Time saved: 83%
AI autonomy: 3.21
SAFI positioning
Top skill: Active Listening
Score: 42.2 / 100
Quadrant: Q2_ai_augmented
precision: exact
WEF cluster
Human-Technology Interaction
human_technology_interaction
Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). 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.

1Communication13 statements
Emerging
  1. Press release drafts — constructs basic media communications using standard organizational formats and approved messaging guidelines 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 responses — routes requests for information to appropriate spokespeople under supervisor direction O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Social media content — posts pre-approved updates to organizational web and social media channels with accuracy O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Stakeholder messaging — adapts written and verbal communications for distinct audiences including media, employees, and community groups 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 briefings — prepares talking points and background materials that enable client representatives to communicate clearly in public settings O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Media pitch writing — crafts targeted pitches that connect organizational news to journalist beats and audience interests 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. Crisis communications — delivers timely, accurate, and on-brand statements across channels during reputational incidents while managing media relationships 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 coaching — coaches senior client representatives in message discipline, interview technique, and audience-appropriate tone O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Cross-functional messaging — confers with managers across departments to synthesize organizational priorities into unified public narratives O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Multichannel content strategy — coordinates consistent messaging across press releases, social media, web copy, and internal communications 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 leadership — architects and stewards the long-term communications framework that defines how an organization speaks to all public constituencies 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. High-stakes media representation — serves as primary organizational spokesperson in broadcast, print, and digital interviews on sensitive or complex topics O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Communications standards development — establishes writing and messaging standards adopted organization-wide, elevating the quality and consistency of all public-facing output Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
2Leadership10 statements
Emerging
  1. Campaign task ownership — takes responsibility for discrete deliverables within a PR campaign under direct supervision Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Initiative identification — flags emerging media opportunities or reputational risks to senior team members proactively 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. Project coordination — leads the scheduling and execution of media events, press campaigns, or community outreach initiatives with moderate independence 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 contractor direction — provides clear briefs and feedback to freelance writers, designers, or media monitoring vendors supporting PR programs O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. PR team direction — manages day-to-day workflow of communications team members, aligning individual tasks to campaign goals and deadlines 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. Client strategic counsel — advises organizational leaders on public relations positioning, issue management, and stakeholder engagement strategy O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Cross-departmental influence — leads communications planning sessions with marketing, legal, and executive teams, driving consensus on public messaging O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. PR function leadership — directs the full public relations function, setting strategic priorities, allocating resources, and accountable for organizational reputation 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. Mentorship of communications professionals — develops junior PR practitioners through structured feedback, stretch assignments, and career coaching Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Organizational advocacy — champions communications investment and ethical PR practices at the executive or board level 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.
3Metacognition8 statements
Emerging
  1. Message self-review — evaluates own written drafts against stated communication objectives before submission, identifying gaps independently Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Learning orientation — identifies specific PR skills or industry knowledge gaps and seeks relevant resources or mentorship Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Campaign debrief reflection — analyzes own contributions to completed campaigns, articulating what strategies succeeded and what adjustments are needed Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Feedback integration — incorporates editorial, client, and supervisor feedback into revised communications materials with documented reasoning Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Strategic self-calibration — monitors own assumptions about audience perceptions during campaign planning and revises messaging strategy based on media coverage analysis 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. Cognitive bias awareness — recognizes when familiarity with a client's perspective may distort objective assessment of public sentiment and corrects accordingly Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Practitioner self-development modeling — publicly documents and shares personal learning processes in PR strategy and crisis management to elevate team metacognitive culture Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Adaptive strategy auditing — systematically reviews own strategic frameworks against evolving media landscapes and updates personal mental models for public perception management 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. Source evaluation — assesses the credibility and relevance of media coverage and public information sources used in research 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. Audience assumption identification — identifies basic assumptions about target audience values when reviewing draft communications materials Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Public perception analysis — evaluates survey data, media monitoring reports, and social listening outputs to identify trends in stakeholder opinion 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 risk assessment — examines proposed communications for potential misinterpretation, legal exposure, or reputational risk before release 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. PR strategy evaluation — analyzes the objectives, promotional policies, and organizational needs to identify the most effective public relations approach among competing options O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Issue framing analysis — deconstructs how competing narratives in media coverage frame an organization's actions and develops counter-framing strategies grounded in evidence 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. Business decision advising — synthesizes community, media, and employee sentiment data to provide management with evidence-based counsel on decisions with reputational implications O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Predictive reputation modeling — constructs analytical frameworks that anticipate how policy announcements, business decisions, or crises will be received across distinct stakeholder segments 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 research leadership — designs and commissions primary research to fill critical gaps in organizational understanding of public perception, applying rigorous evaluative standards 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.
5Collaboration9 statements
Emerging
  1. Team content coordination — shares drafts and media assets with colleagues using shared platforms, incorporating team input into revised versions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Cross-functional participation — attends planning meetings with marketing, legal, and management teams, contributing relevant communications perspectives 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. Media relationship co-management — coordinates with colleagues to ensure consistent journalist outreach, avoiding duplicative contact and maintaining shared relationship records O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Community partner engagement — collaborates with community, consumer, or public interest group representatives to establish mutually beneficial working relationships O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Integrated campaign collaboration — works alongside marketing, digital, and executive teams to produce unified campaigns where PR strategy, brand messaging, and business goals align 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. Stakeholder coalition building — facilitates ongoing collaboration among diverse external stakeholder groups to advance shared organizational or public interest objectives O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Inter-agency coordination — manages workflows across PR agencies, clients, and vendors, ensuring all parties operate from aligned messaging and timelines Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational collaboration architecture — designs cross-functional communications governance structures that enable consistent, coordinated public messaging across an entire organization 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 PR coalitions on shared advocacy, reputation, or public education campaigns navigating competing institutional interests 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 factual claims in press releases and media materials against primary sources before submission 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. Confidentiality practice — handles sensitive client, organizational, or media relationship information with appropriate discretion Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Transparent representation — communicates organizational information to media and public audiences honestly, avoiding misleading framing or selective omission 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 accountability — acknowledges errors in published or distributed communications promptly and coordinates timely corrections Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Ethical counsel delivery — advises clients against communications strategies that are deceptive, manipulative, or likely to cause reputational harm to third parties 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. Conflict of interest management — identifies and discloses potential conflicts between organizational PR objectives and public interest obligations, recommending ethical alternatives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Stakeholder trust stewardship — maintains long-term credibility with media and community partners by consistently honoring commitments and providing accurate information O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. PR ethics standard setting — establishes organizational or team-level ethical frameworks for public communications that go beyond regulatory compliance to reflect genuine accountability Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Reputational integrity defense — declines or restructures client engagements where requested PR activities conflict with professional ethical standards, articulating principled rationale 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.
7Creativity9 statements
Emerging
  1. Story angle generation — brainstorms multiple narrative angles for organizational news that could attract distinct media outlet types 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. Content format experimentation — proposes alternative formats for standard press materials including video pitches, infographics, or interactive social content Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Campaign concept development — originates PR campaign themes that connect organizational objectives to culturally relevant moments, trends, or public conversations 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. Creative media hook design — develops novel story hooks that reframe routine organizational announcements as newsworthy narratives for target publications 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. Integrated narrative architecture — constructs multi-platform storytelling campaigns that sustain audience engagement across months through evolving creative chapter structures 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. Reputational repositioning — creates and executes original communications strategies that successfully shift public perception of an organization, brand, or issue 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. Non-traditional outreach design — develops unconventional community engagement or media partnership concepts that generate coverage outside traditional press channels Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Industry-defining campaign innovation — pioneers PR campaign formats or stakeholder engagement models that become recognized best practices adopted across the profession 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. Creative culture cultivation — builds team environments where communications professionals are encouraged to experiment with emerging platforms and storytelling methods, institutionalizing creative risk-taking Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
8Growth Mindset9 statements
Emerging
  1. Media landscape learning — actively studies emerging digital platforms, media consumption trends, and communications technologies to build foundational PR currency 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. Rejection reframing — treats rejected media pitches as diagnostic data, identifying pattern-based improvements for future outreach Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Campaign performance learning — reviews media coverage metrics, sentiment data, and campaign outcomes to extract actionable lessons applied to subsequent 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. Skill expansion pursuit — seeks out assignments in unfamiliar PR specializations such as investor relations, crisis communications, or government affairs to expand professional range Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Crisis learning integration — documents and shares lessons from reputational crises with the broader team, converting high-pressure experiences into organizational learning assets 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. Feedback-driven practice evolution — systematically solicits client, journalist, and peer feedback on communications quality and uses patterns to restructure personal PR methodologies Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Platform adaptation leadership — proactively masters new social media channels or communications tools ahead of organizational adoption, positioning as an internal resource 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. Learning organization development — embeds structured post-campaign reviews, knowledge-sharing rituals, and professional development pathways into the PR team's operating model Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Industry evolution contribution — publishes, speaks, or consults on emerging PR practices, contributing personal learning and experimentation to the advancement of the profession 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. Deadline attention management — maintains focused attention on priority deliverables during concurrent campaign demands, using structured task lists to manage attention allocation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Emotional register awareness — recognizes own emotional reactions to critical media coverage or client feedback before responding Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. High-pressure composure — maintains deliberate, measured communication with journalists and clients during fast-moving news cycles or emerging crises 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. Audience attunement — actively monitors verbal and nonverbal cues during media briefings and client meetings to adjust communication approach in real time 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. Crisis presence management — applies intentional, regulated communication behaviors during reputational emergencies, preventing reactive or emotionally driven public statements 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. Stakeholder empathy practice — maintains consistent awareness of community, employee, and media stakeholder concerns during organizational change, integrating that awareness into messaging decisions 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. Meeting intentionality — enters cross-functional strategy sessions with explicit attention to listening for organizational concerns before shaping communications recommendations 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 tone stewardship — models and coaches mindful, audience-centered communication practices across the PR team, shaping a culture of deliberate public engagement Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Media environment presence — demonstrates exceptional situational awareness during live press conferences or broadcast interviews, adapting messaging in real time to journalist framing and audience dynamics 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. Deadline persistence — sustains productivity and output quality on communications deliverables under tight turnaround conditions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Criticism endurance — continues professional engagement with clients and media contacts following negative feedback on submitted work without withdrawal or avoidance Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Negative coverage navigation — maintains strategic composure and continues proactive media outreach following unfavorable press coverage of a client or organization 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. Ambiguous situation engagement — operates effectively in PR campaigns where organizational messaging, stakeholder reactions, or media dynamics are uncertain or rapidly shifting Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Crisis communications endurance — sustains clear, consistent, and on-strategy communications output over extended reputational crises requiring days or weeks of continuous media management 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. Adversarial media management — engages persistently and professionally with hostile journalists or investigative reporters without deflection, maintaining organizational credibility under pressure 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. Stakeholder conflict perseverance — continues cooperative relationship-building with resistant community or public interest groups despite repeated objections or public opposition O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Organizational resilience anchoring — serves as the stabilizing communications leadership presence during existential reputational threats, maintaining team cohesion and strategic discipline when organizational confidence is low 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. Principled position maintenance — sustains ethical communications counsel to organizational leadership under sustained executive pressure to adopt misleading or reputation-damaging messaging strategies 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
Audience Coordinator · Brand Advocate · Communication Specialist · Communications Associate · Communications Coordinator · Communications Specialist · Community Liaison · Community Relations Coordinator · Concert Promoter · Consumer Advocate · Content Marketing Specialist · Content Specialist
RAPIDS apprenticeships
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O*NET skills
Active ListeningSpeakingWritingReading ComprehensionSocial PerceptivenessTime ManagementCritical ThinkingCoordinationPersuasionJudgment and Decision MakingActive LearningComplex Problem SolvingNegotiationSystems EvaluationService OrientationSystems AnalysisMonitoringInstructing
Knowledge domains
Communications and MediaEnglish LanguageAdministration and ManagementCustomer and Personal ServiceSales and MarketingComputers and Electronics
Abilities
Oral ComprehensionOral ExpressionSpeech ClaritySpeech RecognitionWritten ExpressionProblem SensitivityDeductive ReasoningWritten ComprehensionFluency of IdeasOriginality
Work styles
Social OrientationCooperationDependabilitySelf-ConfidenceInnovationOptimism
Technology
Word processing softwareDocument management softwareDevelopment environment softwareVideo creation and editing softwareGraphics or photo imaging softwareWeb page creation and editing softwareDesktop publishing softwareData base user interface and query softwarePresentation softwareOperating system software
Tasks · seed anchors for statements
  1. Respond to requests for information from the media or designate an appropriate spokesperson or information source.
  2. Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
  3. Post and update content on the company's Web site and social media outlets.
  4. Write press releases or other media communications to promote clients.
  5. Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
  6. Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
  7. Coach client representatives in effective communication with the public or with employees.
  8. 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.
CIP education codes
09.010009.010109.090009.090209.090409.090509.090609.090719.020252.050152.0599

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.