Public Relations Specialists
Engage in promoting or creating an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media.
How AI Impacts Each Task
19 tasks analyzed
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
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.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
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.
Coach client representatives in effective communication with the public or with employees.
Update and maintain content posted on the Web.
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
Coordinate public responses to environmental management incidents or conflicts.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.
Prepare or deliver speeches to further public relations objectives.
Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
Develop marketing campaigns for environmental technologies or services.
Purchase advertising space or time as required to promote client's product or agenda.
Post and update content on the company's website and social media outlets.
| Task | AI Capability | Risk | Time % | |
|---|---|---|---|---|
| Respond to requests for information from the media or designate an appropriate spokesperson or information source. | 48.62Observed | 34.5% | 10% | |
| Write press releases or other media communications to promote clients. | 50.9Observed | 47.4% | 10% | |
| Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups. | 20Estimated | 23.0% | 8% | |
| Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility. | 59.2Observed | 50.7% | 8% | |
| 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. | 57.67Observed | 50.1% | 8% | |
| Coach client representatives in effective communication with the public or with employees. | 57.38Observed | 38.0% | 5% | |
| Update and maintain content posted on the Web. | 36.92Observed | 64.0% | 4% | |
| Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions. | 62.02Observed | 39.8% | 5% | |
| Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences. | 51.18Observed | 47.5% | 6% | |
| Coordinate public responses to environmental management incidents or conflicts. | 15Estimated | 21.0% | 4% | |
| Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill. | 67Estimated | 76.0% | 5% | |
| Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management. | 49.32Observed | 46.7% | 4% | |
| Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues. | 65Estimated | 53.0% | 4% | |
| Prepare or deliver speeches to further public relations objectives. | 60.65Observed | 39.3% | 4% | |
| Confer with production or support personnel to produce or coordinate production of advertisements or promotions. | 51.05Observed | 35.4% | 3% | |
| Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals. | 58.45Observed | 38.4% | 3% | |
| Develop marketing campaigns for environmental technologies or services. | 65Estimated | 53.0% | 3% | |
| Purchase advertising space or time as required to promote client's product or agenda. | 97Estimated | 88.0% | 2% | |
| Post and update content on the company's website and social media outlets. | 92Estimated | 86.0% | 4% |
Skill Impact Analysis
AI-Vulnerable Skills (6)
High reliance on Reading Comprehension is a risk area. Consider developing complementary AI-resistant skills to maintain value.
High reliance on Information Ordering is a risk area. Consider developing complementary AI-resistant skills to maintain value.
Mathematics is AI-vulnerable but has moderate importance in this role. AI tools may handle this; focus on higher-value skills.
Memorization is AI-vulnerable but has moderate importance in this role. AI tools may handle this; focus on higher-value skills.
Mathematics is AI-vulnerable but has moderate importance in this role. AI tools may handle this; focus on higher-value skills.
Programming is AI-vulnerable but has moderate importance in this role. AI tools may handle this; focus on higher-value skills.
AI-Resistant Skills (11)
Adaptability/Flexibility is AI-resistant — strengthening this skill provides durable career protection.
Leadership is AI-resistant — strengthening this skill provides durable career protection.
Coordination is AI-resistant — strengthening this skill provides durable career protection.
Social Perceptiveness is AI-resistant — strengthening this skill provides durable career protection.
Persuasion is AI-resistant — strengthening this skill provides durable career protection.
Complex Problem Solving is AI-resistant — strengthening this skill provides durable career protection.
Negotiation is AI-resistant — strengthening this skill provides durable career protection.
Service Orientation is AI-resistant — strengthening this skill provides durable career protection.
Recommended Courses
Courses matched to Public Relations Specialists skill gaps, ranked by relevance to your displacement risk profile.
Get personalized recommendations. Answer a few questions about your experience and skills to get course suggestions tailored specifically to you.
Upskill to Reduce Risk
Courses addressing your most AI-vulnerable skills
SQL Fundamentals Skill Track
by DataCamp
Estimated Impact
AI-Augmentation Tools
Learn to work alongside AI and boost your productivity
Creative Writing Specialization
by Wesleyan University
Estimated Impact
Strengthen Your Edge
Double down on skills AI can't replicate
Leading People and Teams Specialization
by University of Michigan
Estimated Impact
We may earn a commission when you enroll through our links, at no extra cost to you. This helps fund the Takeover Tracker.
Risk reduction and salary impact are estimates based on skill gap analysis, course relevance, and labor market data. Actual results vary by individual circumstance.
Alternate Career Paths
See all transitionsAdvertising and Promotions Managers
31%Median salary: $126,960
Higher risk than 43% of other occupations
Advertising Sales Agents
31%Median salary: $61,460
Higher risk than 48% of other occupations
Arbitrators, Mediators, and Conciliators
29%Median salary: $67,710
Higher risk than 34% of other occupations
Chief Executives
26%Higher risk than 23% of other occupations
Computer and Information Systems Managers
31%Higher risk than 45% of other occupations
Copy Writers
33%Median salary: $72,270
Higher risk than 55% of other occupations
General and Operations Managers
28%Higher risk than 29% of other occupations
Insurance Sales Agents
33%Median salary: $60,370
Higher risk than 57% of other occupations
Market Research Analysts and Marketing Specialists
32%Median salary: $76,950
Higher risk than 52% of other occupations
Marketing Managers
30%Higher risk than 38% of other occupations
Meeting, Convention, and Event Planners
32%Median salary: $59,440
Higher risk than 52% of other occupations
Public Relations and Fundraising Managers
30%Higher risk than 39% of other occupations
Sales Agents, Financial Services
29%Median salary: $78,140
Higher risk than 33% of other occupations
Sales Managers
25%Higher risk than 20% of other occupations
Score History
Risk score over 2 scoring runs
overall change
Education & Training
Percentage of workers at each education and training level
Education Level
Prior Experience Needed
Work experience required to enter this job
Training Provided After Hiring
How long it typically takes to learn on the job
Related News
Recent articles about AI affecting this occupation
AI-generated PR content floods media industry, sparking investigation
An award-winning investigation reveals how fake AI-generated public relations content is being widely published across media outlets. The influx of automated PR threatens traditional journalism standards and media trust.
Local gov workers face new risks when using AI to summarize public data
Public sector employees are increasingly relying on AI to summarize agency activities for residents, risking the loss or misinterpretation of vital information. Government leaders are being warned to establish strict oversight on automated communications.
Sports Marketing Agencies Balance Big League Hires with AI Risks
Marketing agencies are aggressively recruiting talent directly from major sports leagues to build specialized business units. Simultaneously, these firms are exercising caution around AI integration to avoid alienating fanbases.
AI moderation tools reshape community management roles and workflows
Automated systems are taking over spam filtering, toxicity flagging, and risk assessment at scale. Community managers must pivot from manual moderation to high-level strategy and AI oversight to avoid being automated out of their roles.
AI expectations and shrinking budgets threaten agency jobs in 2026.
Nearly 40% of agency workers now rank artificial intelligence as their primary industry challenge, matching fears over reduced client spending. The tension is actively fracturing traditional brand-agency dynamics as clients demand AI-driven efficiency.
Last scored March 14, 2026 · Based on BLS employment data and O*NET task analysis