Public Relations Representative
Public relations representatives help organizations achieve their objectives by facilitating 2-way communication with the audiences they wish to reach.
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Communications Officer, Community Relations Specialist, Copywriter, Information Specialist, Public Affairs Officer, Public Information Officer
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:
In Alberta, this occupation is part of 1 or more 2006 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
Interest in co-ordinating information to prepare and oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases, and to develop and organize workshops, meetings, ceremonies and other events for publicity, fund-raising and information purposes
Interest in gathering, researching and preparing communications material for internal and external audiences, and in assisting in the preparation of brochures, reports, newsletters and other material
Interest in persuading to initiate and maintain contact with the media, and to arrange interviews and news conferences; and in co-ordinating special publicity events and promotions to internal and external audiences
To identify or change your interest codes, complete the Interests Exercise in CAREERinsite.
The interest code helps you figure out if you’d like to work in a particular occupation.
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective, and Social.
Each set of 3 interest codes for this NOC group is listed in order of importance.
A code in capital letters means it’s a strong fit for the occupation.
A code in all lowercase letters means the fit is weaker.
To fill in or change the values for your abilities, complete the Abilities Exercise in CAREERinsite.
A Quick Guide
You are born with abilities that help you process certain types of information and turn it into action. These abilities influence which skills you can learn more easily.
The abilities or aptitudes shown for this NOC group come from the General Aptitude Test Battery (GATB). The GATB measures 9 aptitudes. It groups them into 3 categories: mental, visual, and physical.
The abilities scores range from 1 to 5, with 5 being stronger.
Duties and responsibilities vary from one position to another. In general, public relations representatives:
Junior employees handle routine work. They:
Senior employees may:
Once a program concept is approved, the public relations team implements the program. They monitor the project budget, and manage / evaluate the results.
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.
Public relations representatives need:
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.
This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 100 most recent Alberta job postings, collected between May 23, 2023 and May 31, 2023.
Review these skills to learn:
Tasks: Assist in the preparation of brochures, reports, newsletters and other material | 84 |
---|---|
Tasks: Answer written and oral inquiries | 75 |
Tasks: Develop, implement and evaluate communication strategies and programs | 75 |
Tasks: Gather, research and prepare communications material | 71 |
Construction Specialization: Organized | 66 |
Tasks: Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Website content and press releases | 65 |
Tasks: Co-ordinate special publicity events and promotions | 63 |
Tasks: Advise clients on advertising or sales promotion strategies | 62 |
Tasks: Initiate and maintain contact with the media | 58 |
Construction Specialization: Team player | 57 |
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.
The following schools offer programs or courses that are related to this occupation but are not required to enter the field.
To expand or narrow your search for programs related to this occupation, visit Post-Secondary Programs.
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.
Certain professional titles or duties within this occupation are protected by provincial legislation. Requirements vary if you use these titles or perform these duties.
The related legislation is shown below. If there are multiple related legislations, select a certification heading to learn about each one.
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).
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Public relations representatives work for:
Freelancing and consulting are common in this profession.
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.
In the 1123: Professional occupations in advertising, marketing and public relations occupational group, 78.2% of people work in:
Employment outlook is influenced by a wide variety of factors including:
In Alberta, the 1123: Professional occupations in advertising, marketing and public relations occupational group is expected to have an above-average annual growth of 2% from 2019 to 2023. In addition to job openings created by employment turnover, 308 new positions are forecasted to be created within this occupational group each year.
Note
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 example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.
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.
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.
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.
Wages* | Low (5th percentile) | High (95th percentile) | Average | Median |
---|---|---|---|---|
Starting | $17.74 | $48.08 | $29.92 | $28.42 |
Overall | $19.95 | $56.41 | $35.94 | $34.62 |
Top | $20.19 | $83.58 | $42.83 | $40.00 |
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
Oil & Gas Extraction | $111,682 |
---|---|
Public Administration | $87,171 |
Transportation and Warehousing | $83,108 |
Finance, Insurance, Real Estate, Leasing | $71,998 |
Construction | $71,883 |
Professional, Scientific & Technical Services | $70,479 |
ALL INDUSTRIES | $68,595 |
Educational Services | $67,262 |
Manufacturing | $64,863 |
Wholesale Trade | $60,575 |
Other Services (Repair, Personal Services and Related) | $59,001 |
Information, Culture, Recreation | $56,928 |
Health Care & Social Assistance | $55,020 |
Retail Trade | $51,750 |
Business, Building and Other Support Services | $51,327 |
Accommodation & Food Services | $40,246 |
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.