Public Relations Specialists
Medium47.68%
Salary Range
Low (10th %)$38,570
Median$66,750
High (90th %)$126,220
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Promote or create an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media. May specialize in using social media.
The occupation of Public Relations Specialists carries an estimated automation risk of 47.7%, according to current analytics, with a base risk calculation of 48.6%. This moderate level of automation risk reflects the evolving capabilities of AI and automation technologies to handle routine and predictable tasks that are prevalent in the field. While certain components of public relations are well-suited for automation—such as basic information dissemination and content management—a significant proportion of the role still requires human judgment, adaptability, and creativity, which are more resistant to automation. As AI tools become increasingly proficient at processing large datasets, generating press releases, and monitoring social media, the risk level is expected to rise, but not yet to the point of fully replacing human specialists. The tasks most susceptible to automation in public relations are those that involve standardized responses, routine communication, and digital content updates. For example, "Respond to requests for information from the media or designate an appropriate spokesperson or information source" can often be managed by intelligent chatbots and automated response systems. Similarly, "Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions" is becoming increasingly systematized through analytics-driven tools that optimize timing and content of communication strategies. Finally, "Post and update content on the company's Web site and social media outlets" is already extensively automated, with scheduling tools and AI-generated reports replacing much manual activity in this area. Despite these advances, some PR functions remain resistant to automation, largely due to their reliance on originality and situational decision-making. The most resistant tasks include "Purchase advertising space or time as required to promote client's product or agenda," which involves negotiation, judgment, and relationship management—skills less amenable to automation. "Develop marketing campaigns for environmental technologies or services" requires strategic thinking and creative problem-solving tailored to specific contexts and audiences. Likewise, "Coordinate public responses to environmental management incidents or conflicts" demands nuanced understanding, quick adaptation, and crisis management skills. Bottleneck skills like originality, measured at just 3.8% and 3.9% automatable, highlight the importance of uniquely human creative input and inventive strategy in the continued success of individuals working in public relations.
Filter by Automatable Status
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Partially Automatable
Post and update content on the company's Web site and social media outlets.
Partially Automatable
Write press releases or other media communications to promote clients.
Partially Automatable
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
Partially Automatable
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Partially Automatable
Coach client representatives in effective communication with the public or with employees.
Partially Automatable
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.
Partially Automatable
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
Partially Automatable
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Partially Automatable
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
Partially Automatable
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
Partially Automatable
Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
Partially Automatable
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
Partially Automatable
Prepare or deliver speeches to further public relations objectives.
Partially Automatable
Coordinate public responses to environmental management incidents or conflicts.
Partially Automatable
Purchase advertising space or time as required to promote client's product or agenda.
Partially Automatable
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Partially Automatable
Develop marketing campaigns for environmental technologies or services.
Partially Automatable
Reading ComprehensionActive ListeningLearning StrategiesComplex Problem SolvingOperations MonitoringEquipment MaintenanceSystems AnalysisManagement of Material ResourcesWritingSpeakingMathematicsScienceCritical ThinkingActive LearningMonitoringSocial PerceptivenessCoordinationPersuasionNegotiationInstructingService OrientationOperations AnalysisTechnology DesignEquipment SelectionInstallationProgrammingOperation and ControlTroubleshootingRepairingQuality Control AnalysisJudgment and Decision MakingSystems EvaluationTime ManagementManagement of Financial ResourcesManagement of Personnel Resources
Arm-Hand SteadinessAuditory AttentionCategory FlexibilityControl PrecisionDeductive ReasoningDepth PerceptionDynamic FlexibilityDynamic StrengthExplosive StrengthExtent FlexibilityFar VisionFinger DexterityFlexibility of ClosureFluency of IdeasGlare SensitivityGross Body CoordinationGross Body EquilibriumHearing SensitivityInductive ReasoningInformation OrderingManual DexterityMathematical ReasoningMemorizationMultilimb CoordinationNear VisionNight VisionNumber FacilityOral ComprehensionOral ExpressionOriginalityPerceptual SpeedPeripheral VisionProblem SensitivityRate ControlReaction TimeResponse OrientationSelective AttentionSound LocalizationSpatial OrientationSpeech ClaritySpeech RecognitionSpeed of ClosureSpeed of Limb MovementStaminaStatic StrengthTime SharingTrunk StrengthVisual Color DiscriminationVisualizationWrist-Finger SpeedWritten ComprehensionWritten Expression
AdministrativeEconomics and AccountingSales and MarketingCustomer and Personal ServicePersonnel and Human ResourcesProduction and ProcessingFood ProductionComputers and ElectronicsEngineering and TechnologyDesignBuilding and ConstructionMechanicalMathematicsPhysicsChemistryHistory and ArcheologyPhilosophy and TheologyPublic Safety and SecurityLaw and GovernmentTelecommunicationsBiologyPsychologySociology and AnthropologyGeographyMedicine and DentistryForeign LanguageEnglish LanguageFine ArtsEducation and TrainingTransportationTherapy and CounselingCommunications and MediaAdministration and Management
Monitoring Processes, Materials, or SurroundingsGetting InformationProcessing InformationEstimating the Quantifiable Characteristics of Products, Events, or InformationIdentifying Objects, Actions, and EventsInspecting Equipment, Structures, or MaterialsJudging the Qualities of Objects, Services, or PeopleMaking Decisions and Solving ProblemsThinking CreativelyUpdating and Using Relevant KnowledgeDeveloping Objectives and StrategiesScheduling Work and ActivitiesOrganizing, Planning, and Prioritizing WorkPerforming General Physical ActivitiesHandling and Moving ObjectsControlling Machines and ProcessesOperating Vehicles, Mechanized Devices, or EquipmentWorking with ComputersRepairing and Maintaining Electronic EquipmentDocumenting/Recording InformationDrafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentInterpreting the Meaning of Information for OthersRepairing and Maintaining Mechanical EquipmentCommunicating with People Outside the OrganizationEstablishing and Maintaining Interpersonal RelationshipsAssisting and Caring for OthersSelling or Influencing OthersResolving Conflicts and Negotiating with OthersPerforming for or Working Directly with the PublicCoordinating the Work and Activities of OthersDeveloping and Building TeamsTraining and Teaching OthersGuiding, Directing, and Motivating SubordinatesCoaching and Developing OthersProviding Consultation and Advice to OthersPerforming Administrative ActivitiesStaffing Organizational UnitsMonitoring and Controlling ResourcesEvaluating Information to Determine Compliance with StandardsAnalyzing Data or InformationCommunicating with Supervisors, Peers, or Subordinates
LexisNexisLinkedInApple iPhotoCision CisionPointMyspacePodcasting softwareApple KeynoteMicrosoft ProjectMicrosoft SharePointSmugMug FlickrAdobe PhotoshopFacebookSalesforce softwareAirtableApple Final Cut ProApple macOSGoogle AdsGoogle AnalyticsGoogle DocsGoogle SlidesCisco WebexBlackbaud The Raiser's EdgeHubSpot softwareAdobe DreamweaverAdobe IllustratorJamBoardNearpodAdobe InDesignDrupalInstagramJavaScriptTwitterWordPressCanvaFileMaker ProAdobe ActionScriptParentSquareLogMeIn GoToWebinarGoogle3M Post-it AppDynamic hypertext markup language DHTMLMentimeterMicrosoft OutlookApple QuickTimeBlogging softwareApple Final Cut ExpressOracle EloquaYouTubeCascading style sheets CSSApple Final Cut ExpressLinkedInMarketo Marketing AutomationOracle EloquaCisco WebexApple iPhotoMyspaceApple KeynoteMicrosoft DynamicsMicrosoft ProjectMicrosoft PublisherMicrosoft SharePointAdobe PhotoshopFacebookAdobe Creative Cloud softwareAirtableApple macOSGoogle AdsGoogle AnalyticsGoogle DocsGoogle DriveGoogle SlidesBlackbaud The Raiser's EdgeHubSpot softwareAdobe DreamweaverAdobe IllustratorJamBoardCustomer relationship management CRM softwareDrupalInstagramJavaScriptCanvaCascading style sheets CSSAdobe ActionScriptNearpodLogMeIn GoToWebinarGoogle3M Post-it AppBlogging softwareApple QuickTimeMentimeterPodcasting softwareWebsite management softwareSocial media sitesYouTubeSmugMug FlickrWeb browser softwareSalesforce softwareTwitterWordPressWiresharkExtensible hypertext markup language XHTMLHypertext markup language HTMLWiresharkDynamic hypertext markup language DHTMLMicrosoft PublisherOracle Business Intelligence DiscovererAdobe AcrobatGoogle DriveLexisNexisAdobe AcrobatSocial media sitesAdobe Acrobat ReaderAdobe Acrobat ReaderCustomer relationship management CRM softwareHypertext markup language HTMLParentSquareSlido interaction softwareSlido interaction softwareOracle Business Intelligence DiscovererAdobe Acrobat WriterAdobe Acrobat WriterCision CisionPointWebsite management softwareMicrosoft PowerPointMarketo Marketing AutomationAdobe After EffectsAdobe After EffectsAdobe InDesignExtensible hypertext markup language XHTMLFileMaker ProMicrosoft DynamicsMicrosoft ExcelMicrosoft ExcelMicrosoft Office softwareMicrosoft Office softwareMicrosoft OutlookMicrosoft PowerPointMicrosoft WordMicrosoft WordWeb browser softwareAdobe Creative Cloud softwareApple Final Cut Pro
Chief Executives
Medium38.73%
Determine and formulate policies and provide overall direction of companies or private and public sector organizations within guidelines set up by a board of directors or similar governing body. Plan, direct, or coordinate operational activities at the highest level of management with the help of subordinate executives and staff managers.
Advertising and Promotions Managers
Medium42.51%
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
Marketing Managers
Medium51.50%
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Sales Managers
Medium40.40%
Plan, direct, or coordinate the actual distribution or movement of a product or service to the customer. Coordinate sales distribution by establishing sales territories, quotas, and goals and establish training programs for sales representatives. Analyze sales statistics gathered by staff to determine sales potential and inventory requirements and monitor the preferences of customers.
Public Relations Managers
Medium48.75%
Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.
Fundraising Managers
Medium46.88%
Plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.
Agents and Business Managers of Artists, Performers, and Athletes
Medium54.46%
Represent and promote artists, performers, and athletes in dealings with current or prospective employers. May handle contract negotiation and other business matters for clients.
Management Analysts
Medium51.36%
Conduct organizational studies and evaluations, design systems and procedures, conduct work simplification and measurement studies, and prepare operations and procedures manuals to assist management in operating more efficiently and effectively. Includes program analysts and management consultants.
Fundraisers
Medium50.88%
Organize activities to raise funds or otherwise solicit and gather monetary donations or other gifts for an organization. May design and produce promotional materials. May also raise awareness of the organization's work, goals, and financial needs.
Market Research Analysts and Marketing Specialists
Medium47.26%
Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.
Search Marketing Strategists
Medium53.88%
Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.
Business Intelligence Analysts
Medium52.10%
Produce financial and market intelligence by querying data repositories and generating periodic reports. Devise methods for identifying data patterns and trends in available information sources.
Business Teachers, Postsecondary
Medium40.35%
Teach courses in business administration and management, such as accounting, finance, human resources, labor and industrial relations, marketing, and operations research. Includes both teachers primarily engaged in teaching and those who do a combination of teaching and research.
Communications Teachers, Postsecondary
Medium44.76%
Teach courses in communications, such as organizational communications, public relations, radio/television broadcasting, and journalism. Includes both teachers primarily engaged in teaching and those who do a combination of teaching and research.
Media Programming Directors
Medium49.05%
Direct and coordinate activities of personnel engaged in preparation of radio or television station program schedules and programs, such as sports or news.
Writers and Authors
Medium55.16%
Originate and prepare written material, such as scripts, stories, advertisements, and other material.
Advertising Sales Agents
Medium59.01%
Sell or solicit advertising space, time, or media in publications, signage, TV, radio, or Internet establishments or public spaces.
Sales Representatives of Services, Except Advertising, Insurance, Financial Services, and Travel
Medium63.33%
Sell services to individuals or businesses. May describe options or resolve client problems.
Telemarketers
High78.30%
Solicit donations or orders for goods or services over the telephone.
Executive Secretaries and Executive Administrative Assistants
Medium60.44%
Provide high-level administrative support by conducting research, preparing statistical reports, and handling information requests, as well as performing routine administrative functions such as preparing correspondence, receiving visitors, arranging conference calls, and scheduling meetings. May also train and supervise lower-level clerical staff.
Legislators
Medium39.17%
Develop, introduce, or enact laws and statutes at the local, tribal, state, or federal level. Includes only workers in elected positions.
Labor Relations Specialists
Medium47.34%
Resolve disputes between workers and managers, negotiate collective bargaining agreements, or coordinate grievance procedures to handle employee complaints.
Meeting, Convention, and Event Planners
Medium51.43%
Coordinate activities of staff, convention personnel, or clients to make arrangements for group meetings, events, or conventions.
Curators
Medium44.14%
Administer collections, such as artwork, collectibles, historic items, or scientific specimens of museums or other institutions. May conduct instructional, research, or public service activities of institution.
Art Directors
Medium42.81%
Formulate design concepts and presentation approaches for visual productions and media, such as print, broadcasting, video, and film. Direct workers engaged in artwork or layout design.
Producers and Directors
Medium44.92%
Produce or direct stage, television, radio, video, or film productions for entertainment, information, or instruction. Responsible for creative decisions, such as interpretation of script, choice of actors or guests, set design, sound, special effects, and choreography.
Talent Directors
Medium50.78%
Audition and interview performers to select most appropriate talent for parts in stage, television, radio, or motion picture productions.
Media Technical Directors/Managers
Medium50.75%
Coordinate activities of technical departments, such as taping, editing, engineering, and maintenance, to produce radio or television programs.
Broadcast Announcers and Radio Disc Jockeys
Medium54.21%
Speak or read from scripted materials, such as news reports or commercial messages, on radio, television, or other communications media. May play and queue music, announce artist or title of performance, identify station, or interview guests.
News Analysts, Reporters, and Journalists
Medium52.48%
Narrate or write news stories, reviews, or commentary for print, broadcast, or other communications media such as newspapers, magazines, radio, or television. May collect and analyze information through interview, investigation, or observation.
Editors
Medium53.75%
Plan, coordinate, revise, or edit written material. May review proposals and drafts for possible publication.
Poets, Lyricists and Creative Writers
Medium47.39%
Create original written works, such as scripts, essays, prose, poetry or song lyrics, for publication or performance.