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Public Relations Representative: Occupations in Alberta - alis
Are you a strategic thinker? Can you get your ideas across clearly? Do you like building relationships? Are you never lost for words? Then you may relate to a career as a public relations representative.
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Occupations in Alberta
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Public Relations Representative

Public relations representatives help organizations achieve their objectives by facilitating 2-way communication with the audiences they wish to reach.

Contents Expand All
Also Known As

Communications Officer, Community Relations Specialist, Copywriter, Information Specialist, Public Affairs Officer, Public Information Officer

NOC Codes

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used.

Here is how this occupation has been classified over time.

2006 NOC

  • 5124: Professional Occupations in Public Relations and Communications

2006 NOC-S

  • F024: Professional Occupations in Public Relations and Communications

2011 NOC

  • 1123: Professional occupations in advertising, marketing and public relations

2016 NOC

  • 1123: Professional occupations in advertising, marketing and public relations

2021 NOC

  • 11202: Professional occupations in advertising, marketing and public relations

2023 OaSIS

  • 11202.00: Professional occupations in marketing, advertising and public relations
Duties
Updated Mar 31, 2022

Duties and responsibilities vary from one position to another. In general, public relations representatives:

  • Create and maintain public awareness of their organizations’ policies and actions
  • Maintain relationships with key internal and external stakeholders
  • Foster good community relations by acting in the public’s best interest
  • Facilitate communications within the organizations between employees and management
  • Research, analyze, implement, and evaluate strategic communications programs
  • Act as media relations contacts for their organizations
  • Conduct research through, for example, surveys of public opinion and sentiment, and use results to inform communications activities
  • Prepare speeches, news / media releases, brochures, audio-visuals, advertisements, reports, articles, newsletters, and websites for defined audiences
  • Identify the interests and concerns of key groups their organizations serve
  • Coordinate special events and promotions for internal and external audiences
  • Manage crises related to their organization
  • Consult with management about communicating with target groups
  • Oversee marketing and social media
  • Monitor the internal and external environment for issues that may affect the organization

Junior employees handle routine work. They:

  • Respond to public requests for information
  • Research and write copy for specific projects
  • Write news releases and pitch story ideas to the media
  • Track media and issues
  • Assist senior PR staff with projects or programs
  • Plan events
  • Maintain distribution lists
  • Collaborate with colleagues
  • Contribute content to company blogs and pages on social media

Senior employees may:

  • Develop key messages and provide media training to spokespeople
  • Identify trends and issues and determine strategies for implementing public relations programs
  • Collaborate within the organization to ensure business objectives and audience needs align
  • Integrate goals and objectives from the organization’s business plan into public relations programs and strategies
  • Advise leaders about how communications and perceptions affect business issues and decisions

Once a program concept is approved, the public relations team implements the program. They monitor the project budget, and manage / evaluate the results.

Working Conditions
Updated Mar 31, 2022
  • Strength Required Lift up to 5 kg

Work schedules for public relations representatives often are irregular. They generally work on several projects at a time. Progress on one project is often interrupted as priorities shift. Meeting project deadlines may require overtime work. Travel may be needed.

Work Personalities

In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

How This Occupation Compares to Your Work Personalities

Fit
Fit Guide
An occupation can be a great, good, fair, weak, or poor fit for you.
E
Enterprising
This occupation
You
C
Conventional
A
Artistic
This occupation
You

To find out how well this occupation fits your work personality types, complete the Work Personalities Quiz in Find Your Fit.

This Occupation’s Work Personalities

Professional occupations in marketing, advertising and public relations
2023 OaSIS: 11202.00

Click or tap a personality type for its description.

  • 1
    Enterprising

    Enterprising jobs are about leading, selling, or starting new projects. People in these jobs like to take charge, make decisions, and reach goals. They often work in business or politics. These jobs may involve some risk and require strong people skills. Examples include managers, salespeople, and entrepreneurs.

  • 2
    Conventional

    Conventional jobs involve following rules and working with information. People in these jobs like to keep things organized and follow clear steps. They often work with numbers, files, or data. These jobs usually happen in offices and involve working with data and details more than ideas. Examples include clerks, accountants, and data entry workers.

  • 3
    Artistic

    Artistic jobs involve being creative and expressing yourself. People in these jobs like to draw, write, act, or design. They often work with shapes, colours, patterns, music, or words. These jobs do not always follow strict rules and often let people work in their own way. Examples include artists, writers, and musicians.

Find other alis occupations that match this occupation’s work personalities.

Your Work Personalities

To identify or change your work personalities, complete the Work Personalities Quiz in Find Your Fit.

Quick Guide

Alis work personalities are based on Holland’s theory. It identifies 6 personality types: Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. People with similar personalities and interests will tend to pursue similar careers. They are likely to create work environments that are favourable to their type.

Most people will identify with 2 or 3 dominant personalities. If the occupation’s personalities match your more dominant types, this occupation is more likely to be satisfying and rewarding to you.

This Occupation’s Work Personalities lists the personalities most likely to be found in that occupation. They are listed in order of importance, with 1 as the most important.

Your Work Personalities shows where the occupation’s personalities rank within your test results. Rank 1 is your most dominant type and 6 is your least dominant.

Learn about work personalities

Abilities

In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Professional occupations in marketing, advertising and public relations
2023 OaSIS: 11202.00

How This Occupation Compares to Your Abilities

The graph below shows how well your scores match the overall abilities for this occupation.

The closer your ability scores are to the center, the more they match this occupation’s. The further away they are, the less they match this occupation’s.

The lower your ability scores are compared to the occupation’s, the more challenging the occupation will likely be for you. The higher your ability scores are compared to the occupation’s, the less challenging the occupation will likely be for you.

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

To find out how well this occupation fits your abilities, complete the Abilities Quiz in Find Your Fit.

Abilities Sets

The 49 abilities are grouped into 5 abilities sets: Critical Thinking, Numbers and Patterns, Physical Activity, Mind-Body Coordination, and Senses.

Some abilities are more relevant to an occupation than other abilities. Individual abilities that are not relevant to an occupation are greyed out.

To fill in or change the values for your abilities, complete the Abilities Quiz in Find Your Fit.

Critical Thinking

Critical Thinking includes 9 abilities related to identifying and solving problems, thinking of ideas, and communication, such as speaking and writing.

This is how well your scores match the set of Critical Thinking abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Inductive Reasoning
Verbal Ability
Information Ordering
Categorization Flexibility
Deductive Reasoning
Fluency of Ideas
Problem Identification
Written Comprehension
Written Expression

Numbers and Patterns

Numbers and Patterns includes 10 abilities related to math, memorizing, and multitasking. It also includes how we perceive patterns, shapes, and distances.

This is how well your scores match the set of Numbers and Patterns abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Memorizing
Perceptual Speed
Pattern Organization Speed
Numerical Ability
Mathematical Reasoning
Multitasking
Pattern Identification
Spatial Orientation
Spatial Visualization
Selective Attention

Physical Activity

Physical Activity includes 9 abilities related to strength, balance, flexibility, coordination, and endurance. 

This is how well your scores match the set of Physical Activity abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Stamina
Static Strength
Trunk Strength
Explosive Strength
Body Flexibility
Dynamic Strength
Gross Body Coordination
Gross Body Equilibrium
Multi-Limb Coordination

Mind-Body Coordination

Mind-Body Coordination includes 9 abilities related to movement control and how we react to signals. It also includes fine motor skills, such finger and hand dexterity and hand-eye coordination.

This is how well your scores match the set of Mind-Body Coordination abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Finger-Hand-Wrist Motion
Rate Control
Arm-Hand Steadiness
Control of Settings
Finger Dexterity
Manual Dexterity
Multi-Signal Response
Reaction Time
Speed of Limb Movement

Senses

Senses includes 12 abilities related to seeing, hearing, and speaking. 

This is how well your scores match the set of Senses abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Hearing Sensitivity
Speech Clarity
Peripheral Vision
Auditory Attention
Depth Perception
Far Vision
Glare Tolerance
Near Vision
Night Vision
Speech Recognition
Sound Localization
Colour Perception

Quick Guide

The abilities or aptitudes shown for this NOC group come from the Occupational and Skills Information System (OaSIS).

The abilities scores range from 1 to 5, with 5 being stronger.

Occupations use different combinations and levels of these abilities. The Abilities Quiz helps you learn more about your ability levels and which occupations match your strengths.

If you have completed the Abilities Quiz, you can compare the occupation’s ability expectations to your own ability scores. Your scores may be lower than, a match to, or higher than the occupation’s expected abilities.

Learn about abilities

Traits & Skills
Updated Mar 31, 2022

Public relations representatives need:

  • Relationship-building skills
  • Critical thinking skills
  • Creativity
  • Initiative
  • Sensitivity
  • Self-confidence
  • Oral and written communication and presentation skills
  • Persuasion skills
  • Organizational and time-management skills
  • The ability to analyze problems and find practical solutions
  • The ability to deal with frequently changing priorities
  • A strong sense of ethics

They should enjoy coordinating information and finding innovative ways to handle problems, taking a methodical approach to gathering, researching, and editing information, and persuading people.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Top 10 Skills Employers Are Looking For

Professional occupations in advertising, marketing and public relations

2016 NOC: 1123

This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 107 most recent Alberta job postings, collected between Jun 25, 2025 and Oct 08, 2025.

Review these skills to learn:

  • Whether or not this occupation matches your skill set
  • What training you may need to get these skills
  • What skills to highlight in your resumé, cover letter, and interview.
Tasks: Prepare written material such as reports, briefs, website content
Tasks: Answer written and oral inquiries
Tasks: Develop marketing strategies
Tasks: Assist in the preparation of brochures, reports, newsletters and other material
Team player
Tasks: Gather, research and prepare communications material
Tasks: Co-ordinate special publicity events and promotions
Client focus
Organized
Tasks: Conduct online marketing, E-commerce and Website promotions
Tasks: Prepare written material such as reports, briefs, website content 59
Tasks: Answer written and oral inquiries 55
Tasks: Develop marketing strategies 52
Tasks: Assist in the preparation of brochures, reports, newsletters and other material 51
Construction Specialization: Team player 50
Tasks: Gather, research and prepare communications material 49
Tasks: Co-ordinate special publicity events and promotions 48
Construction Specialization: Client focus 46
Construction Specialization: Organized 45
Tasks: Conduct online marketing, E-commerce and Website promotions 43
Educational Requirements
Updated Mar 31, 2022
  • Minimum Education 2 years post-secondary

Employers generally prefer to hire applicants who have post-secondary education related to public relations (PR) or communications. Many employers require a combination of qualifications such as a degree in communications or journalism and a diploma in public relations.

Related Education

The following schools offer programs or courses that are related to this occupation but are not required to enter the field.

Athabasca University
Grant MacEwan University
MaKami College
Mount Royal University
Olds College
Red Deer Polytechnic
University of Alberta
University of Calgary
University of Victoria

To expand or narrow your program options, visit Post-Secondary Programs and start your search with:

Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.

Certification Requirements
Updated Mar 31, 2022
  • Certification Not regulated

Employers may require applicants to be members of, or eligible for membership in, a professional organization such as the Canadian Public Relations Society (CPRS) or the International Association of Business Communicators (IABC).

Employment & Advancement
Updated Mar 31, 2022

Public relations representatives work for:

  • Corporations and consulting firms
  • Government departments
  • Professional organizations and trade associations
  • Health authorities
  • Schools and post-secondary institutions
  • Regulatory bodies
  • Marketing and communications agencies
  • Financial institutions
  • Political and social organizations
  • Industry organizations
  • Non-profits and not-for-profit organizations
  • Private businesses

Freelancing and consulting are common in this profession.

Industry Concentration

This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

Professional occupations in advertising, marketing and public relations
2016 NOC: 1123

78.2% of people in this occupational group work in:

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

Look for Work

Think Industries and Sectors When Planning Your Career

Jobs and occupations are changing every day. It can be hard to know what the future of work looks like—but not impossible. Look at industries and sectors for possible inspiration, insights, and opportunities.
3-Year Job Market Forecast

This section shows the Alberta job market condition, or short-term demand forecast, for this occupation over a 3-year period. It also shows the number of people employed in the occupation.

In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups.

Professional occupations in advertising, marketing and public relations
2021 NOC: 11202
Hot
Job Market
21,500
Employed in AB

Source: 2024-2026 Alberta Short-Term Employment Forecast

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

To see data for all occupations, visit Occupations in Demand.

5-Year Job Market Forecast

This section shows the employment outlook for this occupation in Alberta over a 5-year period.

Employment outlook is influenced by a wide variety of factors including:

  • Time of year (for seasonal jobs)
  • Location in Alberta
  • Employment turnover (when people leave existing positions)
  • Occupational growth (when new positions are created)
  • Size of the occupation
  • Trends and events that affect overall employment, especially in the industry or industries from the previous list
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iStock.com/filadendron
OCCinfo

Employment Outlook

Employment outlook is influenced by a wide variety of factors. Learn how these factors can affect your career decisions.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

Professional occupations in advertising, marketing and public relations
2016 NOC: 1123
2.5%
Annual Growth
(Above average)
476
New Positions

Source: 2021-2025 Alberta Regional Occupational Demand Outlook

Annual growth is from 2021 to 2025. New positions created each year are in addition to job openings created by employment turnover.

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Related Alberta Job Postings
Wage & Salary
Updated Mar 31, 2022

In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Professional occupations in advertising, marketing and public relations

2021 NOC: 11202
Average Wage
$38.04
Per Hour
Average Salary
$72,335.00
Per Year
Average Hours
36.7
Per Week
Average Months on Payroll
12
Survey Methodology Survey Analysis

Source
 2023 Alberta Wage and Salary Survey

NOC 11202 Wage Profile

Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.

All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.

To see the full survey data for this NOC group, visit the wage profile.

Other wage sources
To make an informed wage and salary decision, research other wage sources [pdf] to supplement this data.

A: High Reliability
Data Reliability Code Definition

High Reliability, represents a CV of less than or equal to 6.00% and 30 survey observations and/or represents 50% or more of all estimated employment for the occupation.

Hourly Wage

For full-time and part-time employees
  • Low
  • High
  • Average
  • Median
Starting
Overall
Top

Hourly Wage

For full-time and part-time employees
Wages* Low (5th percentile) High (95th percentile) Average Median
Starting $18.00 $52.88 $31.12 $29.04
Overall $20.00 $63.86 $38.04 $36.07
Top $22.00 $87.76 $45.69 $43.48

Swipe left and right to view all data. Scroll left and right to view all data.

* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.

Pay brackets for hourly wages

  • Starting pay: average pay offered for entry-level positions
  • Overall pay: average pay across all employees in this occupation
  • Top pay: average pay offered to top-paid employees

Industry Information

ALL INDUSTRIES
Oil & Gas Extraction
Construction
Manufacturing
Wholesale Trade
Retail Trade
Transportation and Warehousing
Information, Culture, Recreation
Finance, Insurance, Real Estate, Leasing
Professional, Scientific & Technical Services
Business, Building and Other Support Services
Educational Services
Health Care & Social Assistance
Accommodation & Food Services
Other Services (Repair, Personal Services and Related)
Public Administration
ALL INDUSTRIES $72,335
Oil & Gas Extraction $102,981
Construction $69,652
Manufacturing $63,311
Wholesale Trade $63,508
Retail Trade $59,420
Transportation and Warehousing $71,439
Information, Culture, Recreation $59,798
Finance, Insurance, Real Estate, Leasing $83,577
Professional, Scientific & Technical Services $79,543
Business, Building and Other Support Services $58,604
Educational Services $61,260
Health Care & Social Assistance $58,337
Accommodation & Food Services $41,909
Other Services (Repair, Personal Services and Related) $61,556
Public Administration $87,357

Skills Shortage

Employers that Recruited in the Last 2 Years
50%
50%)
Recruiting Employers that Experienced Hiring Difficulties
16%
16%
Employers with Unfilled Vacancies of over 4 Months
4%
4%
Vacancy Rate
3%
Related High School Subjects
  • Business, Administration, Finance and IT
    • Management and Marketing
  • English Language Arts
  • Fine Arts
    • Drama
  • Media, Design and Communication Arts
    • Communication Technology
  • Social Studies
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies
  • Communications
  • Social Sciences, Law and Religious Studies
Other Sources of Information
Updated Mar 31, 2022

Canadian Public Relations Society (CPRS) website: www.cprs.ca

International Association of Business Communicators (IABC) website: www.iabc.com

Get information and referrals about career, education, and employment options from Alberta Supports.

Updated Mar 31, 2022. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.

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