# Competences — public relations manager

Source: ESCO v1.2.1 occupation-skill relations (http://data.europa.eu/esco/occupation/6cc19251-763b-4de1-b4f7-526c9ff732d2).

## Essential

- **advise on public image** (skill/competence)
- **advise on public relations** (skill/competence)
- **analyse external factors of companies** (skill/competence)
- **build community relations** (skill/competence)
- **communication principles** (knowledge)
- **conduct public presentations** (skill/competence)
- **corporate social responsibility** (knowledge)
- **develop communications strategies** (skill/competence)
- **develop media strategy** (skill/competence)
- **develop public relations strategies** (skill/competence)
- **diplomatic principles** (knowledge)
- **draft press releases** (skill/competence)
- **establish relationship with the media** (skill/competence)
- **forming of public opinion** (knowledge)
- **give interviews to media** (skill/competence)
- **integrate strategic foundation in daily performance** (skill/competence)
- **liaise with local authorities** (skill/competence)
- **market research** (knowledge)
- **organise press conferences** (skill/competence)
- **perform public relations** (skill/competence)
- **prepare presentation material** (skill/competence)
- **protect client interests** (skill/competence)
- **public relations** (knowledge)
- **reputation management** (knowledge)
- **rhetoric** (knowledge)
- **strategic planning** (knowledge)
- **use different communication channels** (skill/competence)

## Optional

- advertising techniques (knowledge)
- advise on communication strategies (skill/competence)
- advocate a cause (skill/competence)
- analyse internal factors of companies (skill/competence)
- apply diplomatic principles (skill/competence)
- apply grammar and spelling rules (skill/competence)
- apply social media marketing (skill/competence)
- apply strategic thinking (skill/competence)
- approve advertising campaign (skill/competence)
- archive documentation related to work (skill/competence)
- build business relationships (skill/competence)
- build international relations (skill/competence)
- business communication (knowledge)
- business strategy concepts (knowledge)
- carry out forum moderation (skill/competence)
- collaborate in the development of marketing strategies (skill/competence)
- company policies (knowledge)
- compile content (skill/competence)
- content marketing strategy (knowledge)
- coordinate advertising campaigns (skill/competence)
- coordinate marketing plan actions (skill/competence)
- copyright legislation (knowledge)
- create solutions to problems (skill/competence)
- desktop publishing (knowledge)
- develop creative ideas (skill/competence)
- develop professional network (skill/competence)
- develop promotional tools (skill/competence)
- disseminate internal communications (skill/competence)
- document project progress (skill/competence)
- draw conclusions from market research results (skill/competence)
- ensure cross-department cooperation (skill/competence)
- ensure information transparency (skill/competence)
- establish communication with foreign cultures (skill/competence)
- ethics of sharing work through social media (knowledge)
- European Structural and Investment Funds regulations (knowledge)
- evaluate advertising campaign (skill/competence)
- evaluate employees (skill/competence)
- examine advertisement layout (skill/competence)
- forecast organisational risks (skill/competence)
- give live presentation (skill/competence)
- government policy implementation (knowledge)
- government representation (knowledge)
- grammar (knowledge)
- graphic design (knowledge)
- humanitarian aid actors (knowledge)
- identify clients' needs (skill/competence)
- identify customer's needs (skill/competence)
- implement marketing strategies (skill/competence)
- liaise with politicians (skill/competence)
- make price recommendations (skill/competence)
- manage account department (skill/competence)
- manage budgets (skill/competence)
- manage contracts (skill/competence)
- manage creative department (skill/competence)
- manage development of promotional material (skill/competence)
- manage media services department (skill/competence)
- manage online communications (skill/competence)
- manage project metrics (skill/competence)
- manage staff (skill/competence)
- manage the handling of promotional materials (skill/competence)
- manage visual communications (skill/competence)
- marketing department processes (knowledge)
- marketing principles (knowledge)
- monitor political campaigns (skill/competence)
- monitor political conflicts (skill/competence)
- office software (knowledge)
- perform business analysis (skill/competence)
- perform fundraising activities (skill/competence)
- perform project management (skill/competence)
- political campaigning (knowledge)
- political parties (knowledge)
- political science (knowledge)
- pricing strategies (knowledge)
- proofread text (skill/competence)
- provide cost benefit analysis reports (skill/competence)
- psychological concepts (knowledge)
- recruit employees (skill/competence)
- represent the organisation (skill/competence)
- search engine optimisation (knowledge)
- social media management (knowledge)
- speak different languages (skill/competence)
- survey techniques (knowledge)
- types of media (knowledge)
- use analytics for commercial purposes (skill/competence)
- work closely with news teams (skill/competence)
- writing style guides (knowledge)

<!-- market-evidence -->

## Market evidence (job-ad analysis, 59 ads, as of 2026-07-19)

Share of analyzed job ads mentioning the item (threshold ≥ 20 %). Source: JSearch/Adzuna APIs.

### Hard skills

- media relations — **71 %**
- public relations — **32 %**
- project management — **31 %**
- strategic communications — **24 %**
- crisis communications — **22 %**

### Responsibilities

- relationship building — **19 %**

<!-- market-evidence -->