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Public Relations Consultants

Descriptions & Duties

  • Public Relations Consultants plan, design and implement PR activities. Develop and maintain good relationship with mass media. Maintain close liaison with clients and communicate their feedback to in-house departments. Write and issue press releases for clients. Handles media enquiries on behalf of clients. Help clients to establish corporate image and provide crisis support.

Generic Competencies

Physical Abilities

Physical abilities

  • Physical strength
  • Eye hand coordination / precision / dexterity


Importance:1 (Max:5) 

Skill is rarely required


Technology Skills

Technology skills

  • Computer literacy
  • Application of technology


Importance:3 (Max:5) 

Skill is basically required


Cognitive Abilities

Cognitive abilities

  • Creativity
  • Visualisation
  • Logical thinking


Importance:4 (Max:5) 

Skill is frequently required


Comprehension And Expression

Comprehension and expression skills

  • Reading comprehension
  • Oral / written expression


Importance:5 (Max:5) 

Skill is required all the time


Social Skills

Social skills

  • Communication
  • Negotiation
  • Persuasion


Importance:5 (Max:5) 

Skill is required all the time


Organisation And Execution Skills

Organisation and execution skills

  • Planning
  • Organising
  • Judgement
  • Decision making


Importance:5 (Max:5) 

Skill is required all the time


Problem Solving Skills

Problem solving skills

  • Ability to solve simple and complex problems effectively and efficiently


Importance:5 (Max:5) 

Skill is required all the time


Management Skills

Management skills

  • Leadership
  • Management of finance / time / people / other resources


Importance:5 (Max:5) 

Skill is required all the time


Trade Specific Competencies

Knowledge of public relations and media communication

With their professional knowledge of public relations and media communication, Public Relations Consultants should be able to ensure the press releases and other corporate materials such as product information, brochures, or speeches, are properly written and edited. They should also be able to offer advice on public perceptions and research findings to clients, based on their professional knowledge and judgement.

General Requirements

Academic qualification

  • generally have a bachelor's degree in communications, journalism, public relations or translation


  • at least 5 to 7 years' relevant experience

Other specific requirements

  • Excellent command of written and verbal English and Chinese

Career Path & Salary

Private Sector

Monthly Salary $12,000-$20,000

Monthly Salary $20,000-$50,000

Monthly Salary $50,000-$80,000

Related Education & Training

Work Environment

  • Public Relations Consultants work in offices during regular business hours most of the time. May need to attend meetings or arrange events in various locations. May be stressful as managing and organising several events at the same time is common.


  • Computers with visual aided and drawing software
  • Photocopiers - Photocopying equipment
  • Special purpose telephones - Multi-line telephone systems

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