20 Key Attributes Public Relations Specialists Need To Succeed In Their Career

by Ethan Jones

Saturday, January 2, 2016

Public relations specialists engage in promoting or creating an intended public image for individuals, groups, or organizations. They may also write or select material for release to various communications media.

The core tasks that public relations specialists are likely to carry out include:

Respond to requests for information from the media or designate an appropriate spokesperson or information source.
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.
Plan or direct development or communication of informational programs to maintain favorable public or stockholder perceptions of an organization's accomplishments or agenda.
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
Prepare or edit organizational publications for internal and external audiences, including employee newsletters and stockholders' reports.
Coach client representatives in effective communication with the public or with employees.

In order to successfully forge ahead with their careers, analysts in a survey carried out by U.S. Department of Labor (via O*NET) have marked out the following as important attributes that public relations specialists would need. These attributes have been selected from characteristics and requirements strongly associated with the occupation. They are

Abilities: Enduring attributes of the individual that influence performance
Interests: Preferences for work environments. Occupational Interest Profiles (OIPs) are compatible with Holland's (1985, 1997) model of personality types and work environments. Six interest categories are used to describe the work environment of occupations: Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. An OIP consists of six numerical scores indicating how descriptive and characteristic each work environment (or interest area) is for an occupation
Knowledge: Organized sets of principles and facts applying in general domains
Skills: These include basic skills, which are developed capacities that facilitate learning or the more rapid acquisition of knowledge. Plus cross-functional skills, which are developed capacities that facilitate performance of activities that occur across jobs
Style: Personal characteristics that can affect how well someone performs a job

We have listed out attributes which were scored 80% or more in terms of importance by the analysts.

Having a strong preference for enterprising work environments. Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Attribute Type: Interests Score: 100%

Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Attribute Type: Knowledge Score: 95.6%

Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Attribute Type: Knowledge Score: 95%

Being reliable, responsible, and dependable, and fulfilling obligations.
Attribute Type: Style Score: 90.6%

The ability to listen to and understand information and ideas presented through spoken words and sentences.
Attribute Type: Abilities Score: 90%

Being careful about detail and thorough in completing work tasks.
Attribute Type: Style Score: 89.8%

Being honest and ethical.
Attribute Type: Style Score: 89.4%

Being open to change (positive or negative) and to considerable variety in the workplace.
Attribute Type: Style Score: 89.4%

The ability to communicate information and ideas in speaking so others will understand.
Attribute Type: Abilities Score: 87.6%

Developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
Attribute Type: Style Score: 85.2%

A willingness to take on responsibilities and challenges.
Attribute Type: Style Score: 83.8%

Accepting criticism and dealing calmly and effectively with high stress situations.
Attribute Type: Style Score: 82.6%

Talking to others to convey information effectively.
Attribute Type: Skills Score: 82.4%

The ability to communicate information and ideas in writing so others will understand.
Attribute Type: Abilities Score: 82.4%

Maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
Attribute Type: Style Score: 81.8%

Being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Attribute Type: Style Score: 81.2%

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Attribute Type: Skills Score: 80%

The ability to read and understand information and ideas presented in writing.
Attribute Type: Abilities Score: 80%

Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Attribute Type: Skills Score: 80%

Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Attribute Type: Knowledge Score: 80%