Public Relations Specialists

Communications Specialist

Community Relations Coordinator

Corporate Communications Specialist

Information and Communications Specialist

Media Relations Specialist

Public Affairs Specialist

Public Information Officer

Public Information Specialist

Public Relations Coordinator (PR Coordinator)

Public Relations Specialist (PR Specialist)

What is a Public Relations Specialist?

A Public Relations Specialist is a professional responsible for managing and influencing the public perception of an organization, brand, or individual. They work to establish and maintain a positive image through strategic communication and promotional activities. Their role involves crafting press releases, organizing events, and coordinating media relations to convey key messages effectively. Public Relations Specialists often analyze public attitudes and trends to anticipate issues that may affect their clients, providing relevant advice to enhance reputation and manage crises. They engage with various stakeholders, including journalists, influencers, and the community, to foster strong relationships and communicate important narratives that align with their objectives. Overall, their work is essential in shaping the public's understanding and perception of their clients.

Job Outlook

Projected salary and job growth

$38570.0 - $126220.0

This career will grow rapidly in the next few years.

Finding local jobs...

Assessment

Related assessments and tests

No assessment available.

Related Occupations

Tasks

Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Post and update content on the company's Web site and social media outlets.
Write press releases or other media communications to promote clients.
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.

Technology Skills

Web page creation and editing software
Graphics or photo imaging software
Web platform development software
- CSS3
- Drupal
- HTML5
- JavaScript
Video creation and editing software
Data base user interface and query software

Tools Used

Photocopiers
- Photocopying equipment
Notebook computers
- Laptop computers
Laser printers
- Computer laser printers
Desktop computers
Special purpose telephones
- Multi-line telephone systems

Knowledge

Communications and Media
Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Administration and Management
Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Customer and Personal Service
Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Sales and Marketing
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.

2 Active Jobs in South Africa

Avg Salary: R30,131pm

Determining Your Readiness: Is a Career as a Public Relations Specialist in South Africa Right for You?

The South African media landscape is dynamic, vibrant, and constantly evolving. Currently, the market is buoyant with 1 active jobs available for those ready to shape public perception. Financialy, the field is increasingly rewarding; while the average salary sits at R30,131pm, our 2024 data shows a strong upward trajectory. Monthly averages have climbed from approximately R26,515 in January to a projected R33,144 by December, reflecting the growing demand for skilled communicators who can navigate our unique socio-economic environment.

Is Public Relations Specialists Right for Me? (Psychometric Checklist)

Success in PR requires a specific temperament. Review the following checklist to see if you possess the inherent traits of a PR professional:

Exceptional Verbal and Written Flair: You don't just write; you craft narratives that resonate with diverse South African audiences.
Resilience and "Thick Skin": You can handle a "no" from a journalist or manage a social media outcry without losing your composure.
Relationship-Oriented: You genuinely enjoy networking and building long-term bridges between organisations and the public.
Strategic Curiosity: You are always asking "why" and "how" a story fits into the bigger picture of a brand's reputation.
Crisis Agility: You remain calm under pressure and can think on your feet when a brand's image is at stake.
Meticulous Organisation: You can juggle multiple campaigns, press conferences, and media lists without dropping the ball.

A Day in the Life of a South African PR Specialist

Your morning likely starts with a "media coffee" in Rosebank or Cape Town's CBD, followed by intensive media monitoring. You’ll be scanning platforms like News24, Daily Maverick, and local radio bulletins to stay ahead of the news cycle. A typical day involves drafting press releases, pitching stories to editors at major media houses like Primedia or Media24, and perhaps coordinating a launch event in Sandton. In the South African context, you are often a bridge-builder, ensuring that corporate messaging is culturally sensitive and impactful. By the afternoon, you might be analysing sentiment data or briefing a CEO for a television interview on the SABC, ensuring they remain "on message" at all times.

Education & Upskilling

To establish a foundation, most professionals pursue a Bachelor of Arts (BA) in Communication, Media Studies, or a BCom in Marketing from a recognised South African university. Alternatively, National Diplomas in Public Relations from TVET colleges or Universities of Technology offer a highly practical route into the industry.

However, in this industry, your education never truly ends. Continuous learning is the key to longevity. The rise of digital PR means you must stay updated with short courses in SEO, Google Analytics, and AI-driven content tools. Seeking accreditation or attending workshops through the Public Relations Institute of Southern Africa (PRISA) is also highly recommended to ensure you stay aligned with local ethical standards and global best practices.

Next Steps

If you recognise yourself in the traits described above and are excited by the prospect of managing the heartbeat of a brand’s reputation, you are already halfway there. The South African market is looking for fresh, strategic voices to lead the conversation. Don't leave your career progression to chance—take the proactive step to test your readiness now by engaging with our specialised assessment. This is your moment to find out if you are truly prepared to thrive as a Public Relations Specialist.

Skills

Active Listening
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.
Speaking
Talking to others to convey information effectively.
Reading Comprehension
Understanding written sentences and paragraphs in work-related documents.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
Writing
Communicating effectively in writing as appropriate for the needs of the audience.

Abilities

Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Speech Clarity
The ability to speak clearly so others can understand you.
Speech Recognition
The ability to identify and understand the speech of another person.
Written Expression
The ability to communicate information and ideas in writing so others will understand.

Education

How much education does a new hire need to perform a job in this occupation?

Bachelor's degree

91 %
Master's degree

9 %

Work Activities

Communicating with People Outside the Organization
Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
Communicating with Supervisors, Peers, or Subordinates
Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Getting Information
Observing, receiving, and otherwise obtaining information from all relevant sources.
Establishing and Maintaining Interpersonal Relationships
Developing constructive and cooperative working relationships with others, and maintaining them over time.
Developing Objectives and Strategies
Establishing long-range objectives and specifying the strategies and actions to achieve them.

Detailed Work Activities

Provide educational information to the public.
Develop promotional strategies or plans.
Write advertising or promotional material.
Collaborate with others in marketing activities.
Coach others.

Work Interests

Enterprising
Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
Artistic
Work involves creating original visual artwork, performances, written works, food, or music for a variety of media, or applying artistic principles to the design of various objects and materials. Artistic occupations are often associated with visual arts, applied arts and design, performing arts, music, creative writing, media, or culinary art.
Social
Work involves helping, teaching, advising, assisting, or providing service to others. Social occupations are often associated with social, health care, personal service, teaching/education, or religious activities.