A Complete Guide to Public Relations Officer Skills

Updated 19 August 2023

Working as a public relations officer involves connecting with people daily and that requires public relations abilities. Public relations officer skills entail communication, research and the ability to discern public opinion trends. Knowing how to use these abilities may make you a great asset to a company's communications and marketing teams. In this article, we outline some of the most significant public relations officer skills and discuss what a public relations officer does.

Related: Public Relations Roles: Everything You Need to Know

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What are public relations officer skills?

Public relations officer skills encompass a wide variety of talents and competencies that have associations with communications and marketing. You may put these abilities to use for a number of objectives, ranging from presenting new products or services to strengthening a company's reputation. Most of the time, public relations skills assist change public perception, which is especially useful when a firm wants to remodel its brand. Outlined below are some important skills for public relations officers:


Communication entails both verbal and nonverbal communication skills. Effective communication skills allow you to create interesting content, communicate with audiences and launch appealing public relations efforts. Communication skills may also enable you to operate more efficiently as part of a team and explain your ideas to coworkers more effectively.

Related: How to Improve Your Public Speaking Skills (With Tips)

Media relations

Public relations officers contact members of the media to market their products, generate positive publicity and respond to incidents involving their firm or customer. It's critical for these individuals to understand how news organisations operate and how to collaborate with them most effectively. Because they're the principal point of contact between their clients and the press, they draft statements to give the press information that the client wants to communicate. Public relations professionals cultivate ties with members of the press to keep updated and quickly distribute information.

Social media abilities

Much of public relations entails being immersed in social media. It's critical that you understand how your target audiences behave on social media, what motivates them to make decisions and what piques their interest. Understand the latest social media trends and use them to the client's or company's benefit.

Dispute resolution

A public relations officer's client may occasionally have a problem with a third party or an internal employee. Public relations professionals assist their clients in finding solutions that are both viable and satisfying to both sides. They employ their grasp of public perception and marketing to assist their clients in minimising press attention and exiting each circumstance positively. This position enables the public relations officer to assist with brand management.

Related: What Is Conflict Resolution? (With Methods and Examples)

Detail orientation

To manage various clients and their relationships with the press, public relations specialists pay close attention to detail. They make certain that all the material they communicate with their customers and the press is completely correct and features them positively. Public relations professionals use metrics to assess public opinion, keeping track of how often the public is talking about their clients. It's essential that they also undertake administrative tasks such as organising contact information and keeping a record of their communications history.

Related: What Does a PR Specialist Do? (With Essential Skills)


As a public relations officer, you may perform extensive research. It's critical to know as much as possible about your clientele and know how to fascinate your audience. Thorough research can also assist you in determining the most successful strategy for a certain campaign and uncover facts that may be valuable to your customer.

Time administration

Public relations initiatives sometimes encounter timing constraints. With all the work that's essential to begin and sustain a campaign, it's critical that you have strong time management abilities. Effective time management may allow you to stay organised and on track while keeping the appropriate degree of quality in your job.


A good public relations effort requires the capacity to think imaginatively. Because each public relations issue is unique, you can employ a variety of ways and techniques to cope with each one. Troubleshooting, problem-solving, brainstorming and cooperation abilities are all a part of this skill set.

International viewpoint

Because public relations professionals may want to reach out to the public, they often approach their work from a multicultural standpoint. They employ market research abilities to discover various consumers and comprehend how one message may appeal to one segment while alienating another. Understanding cultural differences in courteous conduct, emblems, symbols and tastes allows them to deliver a more successful worldwide reach to their clientele. The capacity to communicate in various languages is advantageous.

Read more: Public Relations Skills: Examples and Steps to Develop Them

What exactly is the job of a public relations officer?

A public relations officer is essentially a professional who finds employment in an organisation's public-facing relations and communications. They frequently hold administrative or managerial roles in their companies and collaborate with a department of other public relations professionals. Public relations professionals may find employment in public institutions, non-profit organisations or for-profit businesses such as educational institutions and governments. Additionally, these professionals may work independently for an agency specialising in public relations, providing contract consultancy services to customers. Public relations officers are typically in charge of these responsibilities:

Examine the public picture of their organisation or customer

To evaluate the client's public reputation image, public relations officers can look at surveys, go through reviews and watch their client's web presence. When you first start collaborating with a client, you may review prior public events and press releases to see how the client has handled public relations and press in the past. Doing this evaluation can assist you in determining how to handle the media and whether it's necessary to make changes to the current organisation's image. Companies are continuously looking to improve brand awareness and public relations officers can offer advice on it.

Related: Careers in Public Relations: 11 Options to Explore

Set communication objectives

Public relations officers decide how much and what kind of communication the customer has with the press, the media and the public. If their consumer desires openness with the public, you can devise a strategy for which media outlets to contact and what tone to use in the interactions. The public relations officer is in charge of setting a communication standard that would be applicable in all future public communications. If the customer wants to improve their public image, the public relations officer can assist them in developing a more favourable image.

Related: What Does a Liaison Officer Do? (With Tips on How To Become One)

Create press releases

Public relations officers can draft press releases, which encompass papers that an organisation distributes to the press to tell the public regarding its corporate actions or prospective projects. The subject and contents of the press release are at the discretion of the organisation. It's the public relations officer's obligation to select the phrasing and tone to deliver the information in the most suitable manner. Furthermore, the public relations professional may decide when a client delivers a speech depending on shifting public perception.

Prepare speeches

If a client is to present at a seminar or conference or in front of the press, the public relations officer can help to draft the speech. The customer, like when writing press releases, can choose the topic of the message. Nonetheless, the public relations professional writes a press release based on their grasp of wording and public perception.

For instance, if the press wants to publish news about a client, the public relations officer may utilise their contacts to discover and learn more about what the news is about and when the media aims to disclose it. They utilise the same relationships to disseminate information to the public that the consumer wishes to share.

Examine marketing materials

Marketing and public relations departments are responsible for connecting with the public sphere and shaping their clients' perceptions. A public relations officer can collaborate closely with the marketing department to create marketing collaterals that accurately reflect their client. Public relations officers also ensure that all communications and marketing collaterals are consistent and in line with the objectives of the public relations already established for the consumer.

Related: How to Write a Public Relations Officer Resume (With Sample)

Respond to enquiries from public media

Clients may get invites to attend or information regarding public events and gatherings. In either of these situations, it's the public relations officers' responsibility to identify which events the consumers go to and how to communicate and reply to invitations they want to refuse. In addition, if a consumer hosts an even, it's the public relations officer's duty to oversee the guest list, invites and event management to ensure that everything goes well. These professionals are also in charge of all press enquiries received by the client, determining which questions are meaningful and what reply the consumer sends.

Related: 14 Jobs You Can Pursue with Public Relations Degrees

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