[Core] [22% incumbents] Respond to requests for information from the media or designate an appropriate spokesperson or information source.
  DWAs: Provide educational information to the public.

[Core] [22% incumbents] Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
  DWAs: Develop promotional strategies or plans.

[Core] [22% incumbents] Post and update content on the company's Web site and social media outlets.
  DWAs: Write advertising or promotional material.

[Core] [22% incumbents] Write press releases or other media communications to promote clients.
  DWAs: Write advertising or promotional material.

[Core] [22% incumbents] Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
  DWAs: Develop collaborative relationships between departments or with external organizations. | Develop business relationships.

[Core] [22% incumbents] Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
  DWAs: Collaborate with others in marketing activities.

[Core] [22% incumbents] Coach client representatives in effective communication with the public or with employees.
  DWAs: Coach others.

[Core] [22% incumbents] 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.
  DWAs: Develop promotional strategies or plans.

[Core] [22% incumbents] Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
  DWAs: Edit written materials. | Write informational material.

[Core] [22% incumbents] Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
  DWAs: Coordinate logistics for productions or events.

[Core] [22% incumbents] Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
  DWAs: Conduct market research.

[Core] [22% incumbents] Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
  DWAs: Write informational material.

[Core] [22% incumbents] Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
  DWAs: Collaborate with others in marketing activities.

[Core] [22% incumbents] Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
  DWAs: Develop promotional strategies or plans.

[Core] [22% incumbents] Prepare or deliver speeches to further public relations objectives.
  DWAs: Inform viewers, listeners, or audiences.

[Supplemental] [22% incumbents] Coordinate public responses to environmental management incidents or conflicts.
  DWAs: Maintain contingency plans for disaster recovery. | Communicate with management or other staff to resolve problems.

[Supplemental] [22% incumbents] Develop marketing campaigns for environmental technologies or services.
  DWAs: Develop promotional strategies or plans.

[Supplemental] [22% incumbents] Purchase advertising space or time as required to promote client's product or agenda.
  DWAs: Promote products, activities, or organizations.

--- SKILLS ---
  Active Listening (imp:4.12 lvl:4.12) — Giving full attention to what other people are saying, taking time to understand
  Speaking (imp:4.12 lvl:4.25) — Talking to others to convey information effectively.
  Reading Comprehension (imp:4.00 lvl:4.00) — Understanding written sentences and paragraphs in work-related documents.
  Writing (imp:4.00 lvl:4.00) — Communicating effectively in writing as appropriate for the needs of the audienc
  Critical Thinking (imp:3.88 lvl:4.12) — Using logic and reasoning to identify the strengths and weaknesses of alternativ
  Active Learning (imp:3.38 lvl:3.75) — Understanding the implications of new information for both current and future pr
  Monitoring (imp:3.00 lvl:3.50) — Monitoring/Assessing performance of yourself, other individuals, or organization
  Learning Strategies (imp:2.88 lvl:3.12) — Selecting and using training/instructional methods and procedures appropriate fo
  Mathematics (imp:2.00 lvl:2.00) — Using mathematics to solve problems.
  Science (imp:1.50 lvl:0.50) — Using scientific rules and methods to solve problems.

--- KNOWLEDGE ---
  Communications and Media (imp:4.91 lvl:6.23) — Knowledge of media production, communication, and dissemination techniques and m
  English Language (imp:4.73 lvl:5.32) — Knowledge of the structure and content of the English language including the mea
  Administration and Management (imp:3.95 lvl:4.41) — Knowledge of business and management principles involved in strategic planning, 
  Customer and Personal Service (imp:3.95 lvl:5.77) — Knowledge of principles and processes for providing customer and personal servic
  Sales and Marketing (imp:3.91 lvl:5.73) — Knowledge of principles and methods for showing, promoting, and selling products
  Computers and Electronics (imp:3.50 lvl:3.77) — Knowledge of circuit boards, processors, chips, electronic equipment, and comput
  Administrative (imp:2.95 lvl:4.73) — Knowledge of administrative and office procedures and systems such as word proce
  Personnel and Human Resources (imp:2.77 lvl:3.86) — Knowledge of principles and procedures for personnel recruitment, selection, tra
  Education and Training (imp:2.77 lvl:3.45) — Knowledge of principles and methods for curriculum and training design, teaching
  Sociology and Anthropology (imp:2.64 lvl:3.64) — Knowledge of group behavior and dynamics, societal trends and influences, human 
  Psychology (imp:2.55 lvl:2.77) — Knowledge of human behavior and performance; individual differences in ability, 
  Economics and Accounting (imp:2.33 lvl:2.09) — Knowledge of economic and accounting principles and practices, the financial mar
  Mathematics (imp:2.23 lvl:2.91) — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their appl
  Law and Government (imp:2.23 lvl:2.27) — Knowledge of laws, legal codes, court procedures, precedents, government regulat
  Telecommunications (imp:2.23 lvl:1.36) — Knowledge of transmission, broadcasting, switching, control, and operation of te
  Design (imp:2.18 lvl:2.00) — Knowledge of design techniques, tools, and principles involved in production of 
  Geography (imp:2.18 lvl:2.73) — Knowledge of principles and methods for describing the features of land, sea, an
  Philosophy and Theology (imp:1.91 lvl:1.86) — Knowledge of different philosophical systems and religions. This includes their 
  Production and Processing (imp:1.86 lvl:1.77) — Knowledge of raw materials, production processes, quality control, costs, and ot
  Public Safety and Security (imp:1.86 lvl:1.32) — Knowledge of relevant equipment, policies, procedures, and strategies to promote
  Foreign Language (imp:1.82 lvl:1.59) — Knowledge of the structure and content of a foreign (non-English) language inclu
  History and Archeology (imp:1.73 lvl:1.36) — Knowledge of historical events and their causes, indicators, and effects on civi
  Fine Arts (imp:1.55 lvl:1.14) — Knowledge of the theory and techniques required to compose, produce, and perform
  Transportation (imp:1.45 lvl:0.77) — Knowledge of principles and methods for moving people or goods by air, rail, sea
  Therapy and Counseling (imp:1.33 lvl:0.67) — Knowledge of principles, methods, and procedures for diagnosis, treatment, and r
  Engineering and Technology (imp:1.27 lvl:0.45) — Knowledge of the practical application of engineering science and technology. Th
  Biology (imp:1.18 lvl:0.36) — Knowledge of plant and animal organisms, their tissues, cells, functions, interd
  Physics (imp:1.14 lvl:0.23) — Knowledge and prediction of physical principles, laws, their interrelationships,
  Building and Construction (imp:1.09 lvl:0.23) — Knowledge of materials, methods, and the tools involved in the construction or r
  Mechanical (imp:1.09 lvl:0.23) — Knowledge of machines and tools, including their designs, uses, repair, and main
  Food Production (imp:1.05 lvl:0.09) — Knowledge of techniques and equipment for planting, growing, and harvesting food
  Chemistry (imp:1.05 lvl:0.09) — Knowledge of the chemical composition, structure, and properties of substances a
  Medicine and Dentistry (imp:1.05 lvl:0.09) — Knowledge of the information and techniques needed to diagnose and treat human i

--- ABILITIES ---
  Oral Comprehension (imp:4.25 lvl:4.25) — The ability to listen to and understand information and ideas presented through 
  Oral Expression (imp:4.12 lvl:4.25) — The ability to communicate information and ideas in speaking so others will unde
  Written Expression (imp:4.00 lvl:4.25) — The ability to communicate information and ideas in writing so others will under
  Speech Recognition (imp:4.00 lvl:4.00) — The ability to identify and understand the speech of another person.
  Speech Clarity (imp:4.00 lvl:4.00) — The ability to speak clearly so others can understand you.
  Written Comprehension (imp:3.88 lvl:4.12) — The ability to read and understand information and ideas presented in writing.
  Problem Sensitivity (imp:3.88 lvl:4.12) — The ability to tell when something is wrong or is likely to go wrong. It does no
  Deductive Reasoning (imp:3.88 lvl:4.00) — The ability to apply general rules to specific problems to produce answers that 
  Fluency of Ideas (imp:3.75 lvl:4.00) — The ability to come up with a number of ideas about a topic (the number of ideas
  Originality (imp:3.75 lvl:3.88) — The ability to come up with unusual or clever ideas about a given topic or situa
  Inductive Reasoning (imp:3.62 lvl:3.75) — The ability to combine pieces of information to form general rules or conclusion
  Near Vision (imp:3.50 lvl:3.62) — The ability to see details at close range (within a few feet of the observer).
  Information Ordering (imp:3.00 lvl:3.00) — The ability to arrange things or actions in a certain order or pattern according
  Category Flexibility (imp:3.00 lvl:3.00) — The ability to generate or use different sets of rules for combining or grouping
  Selective Attention (imp:2.88 lvl:2.75) — The ability to concentrate on a task over a period of time without being distrac
  Time Sharing (imp:2.88 lvl:2.62) — The ability to shift back and forth between two or more activities or sources of
  Visualization (imp:2.62 lvl:2.50) — The ability to imagine how something will look after it is moved around or when 
  Far Vision (imp:2.50 lvl:2.38) — The ability to see details at a distance.
  Flexibility of Closure (imp:2.38 lvl:2.25) — The ability to identify or detect a known pattern (a figure, object, word, or so
  Memorization (imp:2.25 lvl:2.25) — The ability to remember information such as words, numbers, pictures, and proced
  Number Facility (imp:2.12 lvl:2.12) — The ability to add, subtract, multiply, or divide quickly and correctly.
  Speed of Closure (imp:2.12 lvl:2.12) — The ability to quickly make sense of, combine, and organize information into mea
  Mathematical Reasoning (imp:2.00 lvl:2.12) — The ability to choose the right mathematical methods or formulas to solve a prob
  Perceptual Speed (imp:2.00 lvl:2.00) — The ability to quickly and accurately compare similarities and differences among
  Visual Color Discrimination (imp:2.00 lvl:1.75) — The ability to match or detect differences between colors, including shades of c
  Auditory Attention (imp:2.00 lvl:1.88) — The ability to focus on a single source of sound in the presence of other distra
  Hearing Sensitivity (imp:1.75 lvl:1.38) — The ability to detect or tell the differences between sounds that vary in pitch 
  Finger Dexterity (imp:1.62 lvl:1.00) — The ability to make precisely coordinated movements of the fingers of one or bot
  Trunk Strength (imp:1.62 lvl:1.00) — The ability to use your abdominal and lower back muscles to support part of the 
  Wrist-Finger Speed (imp:1.38 lvl:0.50) — The ability to make fast, simple, repeated movements of the fingers, hands, and 
  Depth Perception (imp:1.38 lvl:0.38) — The ability to judge which of several objects is closer or farther away from you
  Extent Flexibility (imp:1.12 lvl:0.12) — The ability to bend, stretch, twist, or reach with your body, arms, and/or legs.
  Spatial Orientation (imp:1.00) — The ability to know your location in relation to the environment or to know wher
  Arm-Hand Steadiness (imp:1.00) — The ability to keep your hand and arm steady while moving your arm or while hold
  Manual Dexterity (imp:1.00) — The ability to quickly move your hand, your hand together with your arm, or your
  Control Precision (imp:1.00) — The ability to quickly and repeatedly adjust the controls of a machine or a vehi
  Multilimb Coordination (imp:1.00) — The ability to coordinate two or more limbs (for example, two arms, two legs, or
  Response Orientation (imp:1.00) — The ability to choose quickly between two or more movements in response to two o
  Rate Control (imp:1.00) — The ability to time your movements or the movement of a piece of equipment in an
  Reaction Time (imp:1.00) — The ability to quickly respond (with the hand, finger, or foot) to a signal (sou
  Speed of Limb Movement (imp:1.00) — The ability to quickly move the arms and legs.
  Static Strength (imp:1.00) — The ability to exert maximum muscle force to lift, push, pull, or carry objects.
  Explosive Strength (imp:1.00) — The ability to use short bursts of muscle force to propel oneself (as in jumping
  Dynamic Strength (imp:1.00) — The ability to exert muscle force repeatedly or continuously over time. This inv
  Stamina (imp:1.00) — The ability to exert yourself physically over long periods of time without getti
  Dynamic Flexibility (imp:1.00) — The ability to quickly and repeatedly bend, stretch, twist, or reach out with yo
  Gross Body Coordination (imp:1.00) — The ability to coordinate the movement of your arms, legs, and torso together wh
  Gross Body Equilibrium (imp:1.00) — The ability to keep or regain your body balance or stay upright when in an unsta
  Night Vision (imp:1.00) — The ability to see under low-light conditions.
  Peripheral Vision (imp:1.00) — The ability to see objects or movement of objects to one's side when the eyes ar
  Glare Sensitivity (imp:1.00) — The ability to see objects in the presence of a glare or bright lighting.
  Sound Localization (imp:1.00) — The ability to tell the direction from which a sound originated.

--- WORK ACTIVITIES ---
  Communicating with Supervisors, Peers, or Subordinates (imp:4.77 lvl:6.23) — Providing information to supervisors, co-workers, and subordinates by telephone,
  Communicating with People Outside the Organization (imp:4.76 lvl:6.73) — Communicating with people outside the organization, representing the organizatio
  Getting Information (imp:4.73 lvl:5.27) — Observing, receiving, and otherwise obtaining information from all relevant sour
  Establishing and Maintaining Interpersonal Relationships (imp:4.59 lvl:6.23) — Developing constructive and cooperative working relationships with others, and m
  Developing Objectives and Strategies (imp:4.50 lvl:5.18) — Establishing long-range objectives and specifying the strategies and actions to 
  Thinking Creatively (imp:4.45 lvl:5.14) — Developing, designing, or creating new applications, ideas, relationships, syste
  Making Decisions and Solving Problems (imp:4.41 lvl:5.23) — Analyzing information and evaluating results to choose the best solution and sol
  Organizing, Planning, and Prioritizing Work (imp:4.41 lvl:5.95) — Developing specific goals and plans to prioritize, organize, and accomplish your
  Updating and Using Relevant Knowledge (imp:4.27 lvl:4.91) — Keeping up-to-date technically and applying new knowledge to your job.
  Working with Computers (imp:4.24 lvl:3.27) — Using computers and computer systems (including hardware and software) to progra
  Performing for or Working Directly with the Public (imp:4.18 lvl:5.27) — Performing for people or dealing directly with the public. This includes serving
  Providing Consultation and Advice to Others (imp:4.14 lvl:5.55) — Providing guidance and expert advice to management or other groups on technical,
  Interpreting the Meaning of Information for Others (imp:4.05 lvl:4.57) — Translating or explaining what information means and how it can be used.
  Identifying Objects, Actions, and Events (imp:3.95 lvl:4.41) — Identifying information by categorizing, estimating, recognizing differences or 
  Coordinating the Work and Activities of Others (imp:3.95 lvl:5.18) — Getting members of a group to work together to accomplish tasks.
  Developing and Building Teams (imp:3.91 lvl:4.24) — Encouraging and building mutual trust, respect, and cooperation among team membe
  Selling or Influencing Others (imp:3.86 lvl:5.00) — Convincing others to buy merchandise/goods or to otherwise change their minds or
  Resolving Conflicts and Negotiating with Others (imp:3.67 lvl:4.81) — Handling complaints, settling disputes, and resolving grievances and conflicts, 
  Scheduling Work and Activities (imp:3.64 lvl:4.95) — Scheduling events, programs, and activities, as well as the work of others.
  Coaching and Developing Others (imp:3.59 lvl:4.77) — Identifying the developmental needs of others and coaching, mentoring, or otherw
  Analyzing Data or Information (imp:3.45 lvl:4.09) — Identifying the underlying principles, reasons, or facts of information by break
  Guiding, Directing, and Motivating Subordinates (imp:3.41 lvl:4.32) — Providing guidance and direction to subordinates, including setting performance 
  Processing Information (imp:3.36 lvl:3.50) — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying
  Monitoring and Controlling Resources (imp:3.27 lvl:4.41) — Monitoring and controlling resources and overseeing the spending of money.
  Training and Teaching Others (imp:3.18 lvl:4.05) — Identifying the educational needs of others, developing formal educational or tr
  Monitoring Processes, Materials, or Surroundings (imp:3.05 lvl:3.05) — Monitoring and reviewing information from materials, events, or the environment,
  Evaluating Information to Determine Compliance with Standards (imp:3.00 lvl:2.77) — Using relevant information and individual judgment to determine whether events o
  Performing Administrative Activities (imp:3.00 lvl:3.68) — Performing day-to-day administrative tasks such as maintaining information files
  Documenting/Recording Information (imp:2.95 lvl:3.14) — Entering, transcribing, recording, storing, or maintaining information in writte
  Assisting and Caring for Others (imp:2.73 lvl:2.90) — Providing personal assistance, medical attention, emotional support, or other pe
  Estimating the Quantifiable Characteristics of Products, Events, or Information (imp:2.59 lvl:2.57) — Estimating sizes, distances, and quantities; or determining time, costs, resourc
  Judging the Qualities of Objects, Services, or People (imp:2.55 lvl:2.73) — Assessing the value, importance, or quality of things or people.
  Staffing Organizational Units (imp:2.55 lvl:3.73) — Recruiting, interviewing, selecting, hiring, and promoting employees in an organ
  Performing General Physical Activities (imp:1.59 lvl:1.05) — Performing general physical activities includes doing activities that require co
  Handling and Moving Objects (imp:1.59 lvl:1.55) — Using hands and arms in handling, installing, positioning, and moving materials,
  Operating Vehicles, Mechanized Devices, or Equipment (imp:1.41 lvl:0.77) — Running, maneuvering, navigating, or driving vehicles or mechanized equipment, s
  Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment (imp:1.41 lvl:0.68) — Providing documentation, detailed instructions, drawings, or specifications to t
  Controlling Machines and Processes (imp:1.36 lvl:0.68) — Using either control mechanisms or direct physical activity to operate machines 
  Inspecting Equipment, Structures, or Materials (imp:1.27 lvl:0.45) — Inspecting equipment, structures, or materials to identify the cause of errors o
  Repairing and Maintaining Electronic Equipment (imp:1.23 lvl:0.41) — Servicing, repairing, calibrating, regulating, fine-tuning, or testing machines,
  Repairing and Maintaining Mechanical Equipment (imp:1.05 lvl:0.05) — Servicing, repairing, adjusting, and testing machines, devices, moving parts, an

--- WORK STYLES ---
  Dependability (imp:8.00) — A tendency to be reliable, responsible, and consistent in meeting work-related o
  Integrity (imp:7.00) — A tendency to be honest and ethical at work.
  Cooperation (imp:6.00) — A tendency to be pleasant, helpful, and willing to assist others at work.
  Social Orientation (imp:5.00) — A tendency to seek out, enjoy, and be energized by social interaction at work.
  Adaptability (imp:4.00) — A tendency to be open to and comfortable with change, new experiences, or ideas 
  Innovation (imp:3.00) — A tendency to be inventive, to be imaginative, and to adopt new perspectives on 
  Social Orientation (imp:2.58) — A tendency to seek out, enjoy, and be energized by social interaction at work.
  Cooperation (imp:2.43) — A tendency to be pleasant, helpful, and willing to assist others at work.
  Dependability (imp:2.30) — A tendency to be reliable, responsible, and consistent in meeting work-related o
  Self-Confidence (imp:2.24) — A tendency to believe in one's work-related capabilities and ability to control 
  Innovation (imp:2.12) — A tendency to be inventive, to be imaginative, and to adopt new perspectives on 
  Optimism (imp:2.10) — A tendency to exhibit a positive attitude and positive emotions at work, even un
  Integrity (imp:2.10) — A tendency to be honest and ethical at work.
  Adaptability (imp:2.05) — A tendency to be open to and comfortable with change, new experiences, or ideas 
  Initiative (imp:2.00) — A tendency to be proactive and take on extra responsibilities and tasks that may
  Optimism (imp:2.00) — A tendency to exhibit a positive attitude and positive emotions at work, even un
  Achievement Orientation (imp:1.95) — A tendency to establish and maintain personally challenging work-related goals, 
  Self-Control (imp:1.91) — A tendency to remain calm and composed and to manage emotions effectively in res
  Attention to Detail (imp:1.80) — A tendency to be detail-oriented, organized, and thorough in completing work.
  Stress Tolerance (imp:1.80) — A tendency to cope and function effectively in stressful situations at work.
  Perseverance (imp:1.77) — A tendency to exhibit determination and resolve to perform or complete tasks in 
  Empathy (imp:1.71) — A tendency to show concern for others and be sensitive to others' needs and feel
  Intellectual Curiosity (imp:1.54) — A tendency to seek out and acquire new work-related knowledge and obtain a deep 
  Leadership Orientation (imp:1.53) — A tendency to lead, take charge, offer opinions, and provide direction at work.
  Tolerance for Ambiguity (imp:1.51) — A tendency to be comfortable with ambiguity and uncertainty at work.
  Self-Confidence (imp:1.00) — A tendency to believe in one's work-related capabilities and ability to control 
  Sincerity (imp:0.98) — A tendency to be genuine and sincere in interactions with others at work, withou
  Cautiousness (imp:0.19) — A tendency to be careful, deliberate, and risk-avoidant when making work-related
  Achievement Orientation () — A tendency to establish and maintain personally challenging work-related goals, 
  Intellectual Curiosity () — A tendency to seek out and acquire new work-related knowledge and obtain a deep 
  Tolerance for Ambiguity () — A tendency to be comfortable with ambiguity and uncertainty at work.
  Initiative () — A tendency to be proactive and take on extra responsibilities and tasks that may
  Perseverance () — A tendency to exhibit determination and resolve to perform or complete tasks in 
  Leadership Orientation () — A tendency to lead, take charge, offer opinions, and provide direction at work.
  Humility () — A tendency to be modest and humble when interacting with others at work.
  Sincerity () — A tendency to be genuine and sincere in interactions with others at work, withou
  Empathy () — A tendency to show concern for others and be sensitive to others' needs and feel
  Cautiousness () — A tendency to be careful, deliberate, and risk-avoidant when making work-related
  Attention to Detail () — A tendency to be detail-oriented, organized, and thorough in completing work.
  Stress Tolerance () — A tendency to cope and function effectively in stressful situations at work.
  Self-Control () — A tendency to remain calm and composed and to manage emotions effectively in res
  Humility (imp:-0.38) — A tendency to be modest and humble when interacting with others at work.

--- TRANSFERABLE SKILLS ---
  Social Perceptiveness (imp:4.00 lvl:4.12) — Being aware of others' reactions and understanding why they react as they do.
  Coordination (imp:3.88 lvl:4.00) — Adjusting actions in relation to others' actions.
  Time Management (imp:3.88 lvl:3.88) — Managing one's own time and the time of others.
  Persuasion (imp:3.75 lvl:4.12) — Persuading others to change their minds or behavior.
  Judgment and Decision Making (imp:3.50 lvl:4.00) — Considering the relative costs and benefits of potential actions to choose the m
  Complex Problem Solving (imp:3.38 lvl:3.50) — Identifying complex problems and reviewing related information to develop and ev
  Negotiation (imp:3.25 lvl:3.38) — Bringing others together and trying to reconcile differences.
  Systems Evaluation (imp:3.25 lvl:3.38) — Identifying measures or indicators of system performance and the actions needed 
  Service Orientation (imp:3.12 lvl:3.12) — Actively looking for ways to help people.
  Systems Analysis (imp:3.12 lvl:3.12) — Determining how a system should work and how changes in conditions, operations, 
  Instructing (imp:3.00 lvl:3.00) — Teaching others how to do something.
  Operations Analysis (imp:2.75 lvl:2.88) — Analyzing needs and product requirements to create a design.
  Management of Personnel Resources (imp:2.62 lvl:2.75) — Motivating, developing, and directing people as they work, identifying the best 
  Management of Financial Resources (imp:1.88 lvl:1.75) — Determining how money will be spent to get the work done, and accounting for the
  Technology Design (imp:1.75 lvl:1.38) — Generating or adapting equipment and technology to serve user needs.
  Management of Material Resources (imp:1.75 lvl:1.50) — Obtaining and seeing to the appropriate use of equipment, facilities, and materi
  Operations Monitoring (imp:1.62 lvl:0.62) — Watching gauges, dials, or other indicators to make sure a machine is working pr
  Programming (imp:1.38 lvl:0.50) — Writing computer programs for various purposes.
  Quality Control Analysis (imp:1.38 lvl:0.50) — Conducting tests and inspections of products, services, or processes to evaluate
  Equipment Selection (imp:1.00) — Determining the kind of tools and equipment needed to do a job.
  Installation (imp:1.00) — Installing equipment, machines, wiring, or programs to meet specifications.
  Operation and Control (imp:1.00) — Controlling operations of equipment or systems.
  Equipment Maintenance (imp:1.00) — Performing routine maintenance on equipment and determining when and what kind o
  Troubleshooting (imp:1.00) — Determining causes of operating errors and deciding what to do about it.
  Repairing (imp:1.00) — Repairing machines or systems using the needed tools.

--- NATIONAL WAGES ---
  total_employment : 283,380
  annual_median    : $74,750
  annual_pct10     : $44,110
  annual_pct25     : $56,260
  annual_pct75     : $100,370
  annual_pct90     : $135,150
  annual_mean      : $84,120
  hourly_median    : $35.94

--- GEOGRAPHIC DISPERSION ---
  highest_state    : District of Columbia ($102,740)
  lowest_state     : Puerto Rico ($44,950)
  dispersion_ratio : 2.286x

--- TOP STATES BY WAGE (54 total) ---
  Professional, Scientific, and Technical Services emp:   62,010  median: $  78,870
  Other Services (except Public Administration) emp:   41,030  median: $  71,650
  Educational Services                     emp:   37,920  median: $  66,220
  Federal, State, and Local Government, excluding State and Local Government Schools and Hospitals and the U.S. Postal Service (OEWS Designation) emp:   31,410  median: $  81,490
  Health Care and Social Assistance        emp:   22,240  median: $  64,550
  Finance and Insurance                    emp:   13,630  median: $  94,140
  Management of Companies and Enterprises  emp:   13,420  median: $  92,740
  Information                              emp:   13,200  median: $  84,820
  Arts, Entertainment, and Recreation      emp:   10,200  median: $  53,150
  Administrative and Support and Waste Management and Remediation Services emp:    8,260  median: $  73,710

--- TOP INDUSTRIES BY EMPLOYMENT (20 total) ---
  Professional, Scientific, and Technical Services emp:   62,010  median: $  78,870
  Other Services (except Public Administration) emp:   41,030  median: $  71,650
  Educational Services                     emp:   37,920  median: $  66,220
  Federal, State, and Local Government, excluding State and Local Government Schools and Hospitals and the U.S. Postal Service (OEWS Designation) emp:   31,410  median: $  81,490
  Health Care and Social Assistance        emp:   22,240  median: $  64,550
  Finance and Insurance                    emp:   13,630  median: $  94,140
  Management of Companies and Enterprises  emp:   13,420  median: $  92,740
  Information                              emp:   13,200  median: $  84,820
  Arts, Entertainment, and Recreation      emp:   10,200  median: $  53,150
  Administrative and Support and Waste Management and Remediation Services emp:    8,260  median: $  73,710

exact_match_status : found
matched_title      : Public relations
match_score        : 0.7273
wikidata_qid       : Q133080
word_count         : 5,630
wikipedia_url      : https://en.wikipedia.org/wiki/Public_relations
license            : CC BY-SA 4.0
fetched_at         : 2026-06-02T21:26:01.407416Z

--- WIKIPEDIA FULL TEXT ---
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled but contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. PR and journalism share a close relationship known as media relations, but they also differ in their core objectives: while journalism reports on events with objectivity and impartiality, PR presents developments in a way that supports the interests of the organization it represents. The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations often aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. However, advertising, especially of the type that focuses on distributing information or core PR messages, is also a part of broader PR activities.
An example of public relations would be generating an article featuring a PR firm's client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders, and persuade them to maintain a favorable view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, government, and public officials as public information officers and nongovernmental organizations, and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, account executive, account supervisor, and media relations manager. In the UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director.
Public relations specialists establish and maintain relationships with an organization's target audiences, the media, relevant trade media, and other opinion leaders. Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation, crisis management, managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.


== Definitions ==
Ivy Lee, the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays, established the first definition of public relations in the early 20th century as: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance." However, when Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find a satisfactory phrase to describe what I do." In 1948, historian Eric Goldman noted that the definition of public relations in Webster's Dictionary would be "disputed by both practitioners and critics in the field."
According to Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public's consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support.

In August 1978, the World Assembly of Public Relations Associations defined the field as "the art and social science of analyzing trends, predicting their consequences, counselling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest."
The Public Relations Society of America, a professional trade association, defined public relations in 1982 as: "Public relations helps an organization and its publics adapt mutually to each other."
In 2011 and 2012, the PRSA solicited crowd-supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that: 

"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
The UK-based Chartered Institute of Public Relations focuses its definition on reputation:

"Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics."
In February 2026, the UK-based Public Relations and Communications Association published a core and extended definition of public relations. The core definition says:

"Public relations is the strategic management discipline that builds trust, enhances reputation and helps leaders interpret complexity and manage volatility - delivering measurable outcomes including stakeholder confidence, long-term value creation and commercial growth."
Public relations can also be defined as the practice of managing communication between an organization and its publics.


=== 'Publics' ===
Quentin Langley argues the use of the word "publics" in the plural is "central to the understanding" of public relations, writing "all organisations have a series of publics, or stakeholders, on whom their success depends". He follows Roger Hayward (1991) in dividing the publics into "customers (past, present, and future), staff (past, present, and future), investors (past, present, and future), politicians and regulators, neighbours, and business partners (suppliers, distributors, etc.)". Langley also contests the marketing perspective of seeing public relations as part of marketing, which he claims is too focused on just one of Hayward's six publics: customers.


== History ==

Public relations has historical roots pre-dating the 20th century. Most textbooks regard the establishment of the "Publicity Bureau" in Boston in 1900 as marking the founding of a public relations profession.  Academics have found early forms of public influence and communications management in ancient civilizations. Aristotle's Rhetoric, for example, explains core foundations for persuasion. Evidence shows that it continued to evolve during the settling of the New World and during the movement to abolish slavery in England. Basil Clarke is considered the founder of public relations in the United Kingdom for his establishment of "Editorial Services" in 1924.
The United States, the United Kingdom, Germany, and others used the concept of propaganda, which later evolved into public relations, to rally domestic support and to demonize enemies du

--- SEMANTIC NEIGHBORS (5) ---

  Title: Investor relations (similarity: 0.4783)
  URL: https://en.wikipedia.org/wiki/Investor_relations
  QID: Q745129
  Extract: Investor relations (IR) is a "strategic management responsibility that is capable of integrating finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately c

  Title: Ed Zitron (similarity: 0.2162)
  URL: https://en.wikipedia.org/wiki/Ed_Zitron
  QID: Q57747258
  Extract: Edward Benjamin Zitron is an English author, podcaster, and public relations specialist. He is a critic of the technology industry, particularly of artificial intelligence companies and the generative artificial intelligence boom of the 2020s. He hosts the Better Offline podcast, and writes the Wher

  Title: Lobbying (similarity: 0.1667)
  URL: https://en.wikipedia.org/wiki/Lobbying
  QID: Q187117
  Extract: Government relations, is a form of advocacy that legally attempts to influence and/or understand policy decisions made by legislators, members of regulatory agencies in the executive branch, or in some cases judges. Lobbying, the main and most well known component of government relations on the othe

  Title: Found (TV series) (similarity: 0.3556)
  URL: https://en.wikipedia.org/wiki/Found_(TV_series)
  QID: Q122791549
  Extract: Found is an American procedural drama television series created by Nkechi Okoro Carroll that premiered on NBC on October 3, 2023, and concluded on May 15, 2025. The series focuses on public relations specialist and crisis manager Gabi Mosely and her team of associates who work to find missing people

  Title: Specialist (rank) (similarity: 0.4444)
  URL: https://en.wikipedia.org/wiki/Specialist_(rank)
  QID: Q1434096
  Extract: Specialist is a military rank in some countries' armed forces. Two branches of the United States Armed Forces use the rank. It is one of the four junior enlisted ranks in the United States Army, above private (PVT), private (PV2), and private first class and is equivalent in pay grade to corporal; i

model_pass1          : claude-sonnet-4-20250514
model_pass2          : claude-haiku-4-5-20251001
inference_confidence : high
confidence_notes     : Strong confidence based on comprehensive O*NET data including detailed work activities, clear educational requirements, substantial employment statistics, and well-defined skill requirements that align with established PR practices.
inferred_at          : 2026-06-03T18:18:39.356492+00:00
tokens_input         : 4,441
tokens_output        : 4,124
cost_usd             : $0.044601
wikipedia_used       : True
wikipedia_title      : Public relations
wikipedia_note       : The Wikipedia entry confirms PR as the practice of managing and disseminating information to influence public perception, distinguishing it from uncontrolled publicity and emphasizing the strategic, controlled nature of professional public relations work.

--- PROSE FIELDS ---

ROLE SUMMARY:
Public Relations Specialists create and manage public image campaigns for individuals, groups, and organizations through strategic communication across traditional and social media channels. They craft press releases, coordinate media responses, and develop promotional strategies to maintain favorable public perception and stakeholder relationships. With a median annual wage of $74,750 according to BLS OEWS May 2025, these professionals combine strong writing and speaking abilities with strategic thinking to shape organizational narratives.

DAY IN THE LIFE:
Public relations specialists spend their days responding to media inquiries, writing press releases and promotional materials, and updating company websites and social media platforms. They coordinate with managers to identify trends and public concerns, then develop communication strategies to address them effectively. Time is allocated to preparing organizational publications like newsletters and stakeholder reports, while also arranging public appearances and events to increase visibility. They coach client representatives on effective public communication and establish relationships with community representatives, media contacts, and industry stakeholders. Creative thinking is applied daily when developing promotional strategies and solving communication challenges that arise.

WHO THRIVES:
Individuals who excel in public relations demonstrate exceptional verbal and written communication abilities, with the capacity to adapt their messaging for diverse audiences from media professionals to internal stakeholders. They possess high social orientation and dependability, enabling them to build and maintain critical relationships while managing multiple communication campaigns simultaneously. Strong enterprising tendencies drive their ability to influence public perception and promote organizational interests, while artistic inclinations support creative strategy development and content creation. These professionals thrive on social interaction and collaborative work, requiring emotional intelligence to navigate complex stakeholder relationships and crisis communications.

CAREER ENTRY:
Entry into public relations typically requires a bachelor's degree, with 90.9% of practitioners holding this credential according to employment data. Common educational backgrounds include communications, journalism, marketing, or related fields that emphasize writing and media studies. Many professionals gain experience through internships at PR agencies, corporate communications departments, or media organizations. Entry-level positions often involve supporting senior practitioners with media monitoring, content creation, and basic client communication tasks.

CAREER TRAJECTORY:
Public relations specialists can advance to senior specialist roles, account management positions, or transition into PR management roles overseeing teams and larger client portfolios. Many progress to related leadership positions such as Public Relations Managers, Marketing Managers, or Advertising and Promotions Managers, leveraging their communication expertise and strategic thinking abilities. Some specialize in crisis communications, investor relations, or digital marketing, while others transition to related fields like marketing research or content strategy. Entrepreneurial professionals often establish their own PR consultancies or agencies.

MARKET INTELLIGENCE:
The public relations field employs 283,380 professionals with a median annual wage of $74,750, ranging from $44,110 at the 10th percentile to $135,150 at the 90th percentile according to BLS OEWS May 2025. Geographic wage variation is significant, with District of Columbia offering the highest median at $102,740 compared to Puerto Rico's $44,950, representing a 2.29x ratio. Professional, Scientific, and Technical Services leads employment with 62,010 positions, followed by Other Services at 41,030 and Educational Services at 37,920. The digital transformation of communications and increased focus on social media presence drives continued demand for professionals skilled in both traditional and digital PR strategies.

AUTOMATION OUTLOOK:
Public relations work involves high levels of creative thinking, interpersonal relationship management, and strategic communication that resist full automation. While content management systems and social media scheduling tools enhance efficiency, the core activities of crisis communication, relationship building, and strategic messaging require human judgment and emotional intelligence that current automation cannot replicate.

--- REASONED EDGES ---
  [career_pathway] Public Relations Managers (11-2032.00) — confidence:high
    reasoning: Direct advancement path with shared Communications and Media knowledge (6.2 level) and identical core work activities in external communication and relationship management.
    data: Primary-Short relationship
    data: Shared communications expertise
    data: Management progression pattern
  [skill_overlap] Market Research Analysts and Marketing Specialists (13-1161.00) — confidence:high
    reasoning: Both roles require Sales and Marketing knowledge (5.7 level) and share strategic planning work activities for promotional campaigns and market positioning.
    data: Sales and Marketing knowledge overlap
    data: Strategic development activities
    data: Primary-Short relationship
  [skill_overlap] Writers and Authors (27-3043.00) — confidence:high
    reasoning: Strong overlap in Writing skills (4.0 level) and Written Expression abilities (4.2 level), with shared focus on creating communications content.
    data: Writing skill importance 4.0
    data: Written Expression ability 4.2
    data: Content creation tasks
  [riasec_cluster] Marketing Managers (11-2021.00) — confidence:medium
    reasoning: Both roles share Enterprising orientation (5.82) focused on influencing and promoting organizational interests through strategic communication.
    data: Enterprising RIASEC code
    data: Promotional strategy development
    data: Business influence activities
  [task_similarity] Fundraisers (13-1131.00) — confidence:medium
    reasoning: Both establish cooperative relationships with community representatives and public interest groups, requiring similar relationship management and persuasion skills (4.1 level).
    data: Community relationship establishment tasks
    data: Persuasion skills 4.1
    data: Stakeholder engagement activities

--- NORMALIZER SIGNALS ---
  match_keywords   : ['public relations', 'PR specialist', 'communications specialist', 'media relations', 'content marketing', 'brand advocate', 'community relations', 'communications coordinator']
  exclude_keywords : ['advertising sales', 'media programming', 'market research', 'fundraising management', 'talent management']
  title_patterns   : ['*PR*', '*Public Relations*', '*Communications*', '*Media Relations*', '*Community*Relations*']
  common_variations: ['Public Relations Specialist', 'PR Specialist', 'Communications Specialist', 'Media Relations Specialist', 'Corporate Communications Specialist', 'Community Relations Coordinator', 'Brand Communications Specialist', 'Content Marketing Specialist']

total_terms    : 40
top_words      : ['public', 'relations', 'media', 'others', 'tendency', 'social', 'communication', 'organization', 'publics', 'management', 'marketing', 'business', 'equipment', 'services', 'crisis', 'relationships', 'events', 'communications', 'strategies', 'understanding']
source_layers  : onet_tasks | onet_dimensions | dwas | wikipedia | inference

TERM                    COUNT     FREQ  DOMINANT SOURCE      SOURCE BREAKDOWN
──────────────────────────────────────────────────────────────────────────────────────────
public                    180  0.03109  wikipedia            wikipedia:83%  inference:9%  onet_tasks:6%
relations                 128  0.02211  wikipedia            wikipedia:90%  inference:8%  onet_tasks:2%
media                      74  0.01278  wikipedia            wikipedia:76%  inference:15%  onet_tasks:5%
others                     44  0.00760  onet_dimensions      onet_dimensions:86%  dwas:7%  wikipedia:5%
tendency                   42  0.00726  onet_dimensions      onet_dimensions:100%
social                     40  0.00691  wikipedia            wikipedia:68%  inference:15%  onet_dimensions:12%
communication              39  0.00674  wikipedia            wikipedia:67%  inference:26%  onet_tasks:5%
organization               39  0.00674  wikipedia            wikipedia:87%  onet_dimensions:10%  onet_tasks:3%
publics                    32  0.00553  wikipedia            wikipedia:100%
management                 30  0.00518  wikipedia            wikipedia:53%  onet_dimensions:23%  inference:13%
marketing                  27  0.00466  wikipedia            wikipedia:67%  inference:15%  onet_dimensions:7%
business                   24  0.00415  wikipedia            wikipedia:88%  onet_tasks:4%  onet_dimensions:4%
equipment                  23  0.00397  onet_dimensions      onet_dimensions:100%
services                   20  0.00346  wikipedia            wikipedia:45%  onet_dimensions:30%  inference:15%
crisis                     20  0.00346  wikipedia            wikipedia:85%  inference:15%
relationships              19  0.00328  wikipedia            wikipedia:47%  inference:21%  onet_dimensions:16%
events                     19  0.00328  wikipedia            wikipedia:47%  onet_dimensions:42%  dwas:5%
communications             18  0.00311  wikipedia            wikipedia:61%  inference:28%  onet_tasks:6%
strategies                 18  0.00311  wikipedia            wikipedia:28%  onet_dimensions:22%  dwas:22%
understanding              18  0.00311  wikipedia            wikipedia:67%  onet_dimensions:33%
principles                 18  0.00311  onet_dimensions      onet_dimensions:89%  wikipedia:11%
professionals              18  0.00311  wikipedia            wikipedia:61%  inference:39%
organizations              17  0.00294  wikipedia            wikipedia:59%  onet_tasks:12%  dwas:12%
activities                 17  0.00294  onet_dimensions      onet_dimensions:53%  dwas:18%  wikipedia:18%
actions                    17  0.00294  wikipedia            wikipedia:53%  onet_dimensions:47%
reputation                 17  0.00294  wikipedia            wikipedia:100%
influence                  16  0.00276  wikipedia            wikipedia:81%  inference:12%  onet_tasks:6%
ideas                      16  0.00276  onet_dimensions      onet_dimensions:69%  wikipedia:25%  onet_tasks:6%
stakeholders               16  0.00276  wikipedia            wikipedia:88%  inference:12%
press                      15  0.00259  wikipedia            wikipedia:80%  inference:13%  onet_tasks:7%
client                     15  0.00259  wikipedia            wikipedia:60%  onet_tasks:20%  inference:20%
government                 15  0.00259  wikipedia            wikipedia:80%  onet_dimensions:20%
include                    15  0.00259  wikipedia            wikipedia:93%  inference:7%
writing                    14  0.00242  onet_dimensions      onet_dimensions:43%  wikipedia:36%  inference:21%
includes                   14  0.00242  onet_dimensions      onet_dimensions:86%  wikipedia:14%
society                    14  0.00242  wikipedia            wikipedia:100%
interest                   13  0.00225  wikipedia            wikipedia:77%  onet_dimensions:15%  onet_tasks:8%
groups                     13  0.00225  wikipedia            wikipedia:69%  onet_dimensions:15%  onet_tasks:8%
products                   13  0.00225  onet_dimensions      onet_dimensions:38%  wikipedia:31%  onet_tasks:23%
materials                  13  0.00225  onet_dimensions      onet_dimensions:77%  onet_tasks:8%  dwas:8%