Solid • Senior-Level

Public Relations Specialist.

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.

Salary$69,780per year
Openings27,600per year
Growth+5%10 year

Example job titles

Account ExecutiveCommunications DirectorCommunications SpecialistCorporate Communications SpecialistMedia Relations SpecialistPublic Affairs SpecialistPublic Information OfficerPublic Information SpecialistPublic Relations CoordinatorPublic Relations Specialist (PR Specialist)PR ManagerBrand Communications ManagerExternal Communications Manager

Why This Rating.

[01]

This role is solid

AI tools can now draft press releases, generate social media content, and monitor media coverage almost instantly, which handles a big chunk of what PR specialists do day to day. But organizations still need a human to read a developing crisis, decide what tone to strike, navigate tricky relationships with journalists and stakeholders, and shape a message that actually reflects a specific point of view rather than sounding generic. The job market is growing because the sheer volume of channels and content that companies need to manage keeps expanding, creating steady openings even as individual tasks get faster to complete.

Risks & Opportunities.

[02]
[01] Risks
25%+

of press release drafting now handled by AI[1]

Press release drafting and routine media publication editing, the two highest-volume tasks in this occupation by observed AI usage, show automation rates above 25%, meaning AI is already handling a meaningful share of the writing work that once anchored junior PR roles. PRSA's 2025 State of Public Relations report found that 85% of communicators now use AI at least some of the time, with generative AI adoption tripling between 2023 and 2024, a pace that is reshaping how firms staff communications teams and reducing demand for entry-level writing roles [Public Relations Society of America, Sep 2025]. The volume of AI-generated press content flooding media inboxes is also eroding journalist receptivity to unsolicited pitches, raising the bar for what earns coverage.

[02] Opportunities
85%

of communicators now use AI at least some of the time[2]

Crisis communications, media relationship management, and reputation strategy require the contextual judgment and interpersonal trust that AI cannot build. The same PRSA 2025 survey found that PR professionals who use AI are concentrating it on research and drafting — freeing senior practitioners to focus on media relations and strategy, the work that still commands premium client rates [Public Relations Society of America, Sep 2025]. Coaching client representatives and managing relationships with community and consumer groups — tasks where human accountability and credibility are central — show weaker automation signals than the writing-heavy tasks, and are the work that holds long-term value in this role [U.S. Bureau of Labor Statistics, Sep 2024].

Observed AI Impact.

[03]

AI is starting to automate these

Share of AI conversations where this task is handled solo, with little human involvement.

Post social/web content
Post and update content on the company's Web site and social media outlets.
79.3% automated
Med usage

AI assists but needs guidance

Share of AI conversations where this task is handled collaboratively, with a human steering.

Write press releases
Write press releases or other media communications to promote clients.
67.3% augmented
Med usage
Coach client communicators
Coach client representatives in effective communication with the public or with employees.
63.9% augmented
Med usage
Develop PR strategies
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.
63% augmented
Med usage
Develop CSR communications
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
62.3% augmented
Med usage
Edit organizational publications
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
60.7% augmented
High usage

AI hasn't figured these out

Low or no AI usage recorded for these tasks.

Handle media inquiries
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
No data
Plan public programs
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
No data
Maintain stakeholder relationships
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
No data
Advise on communications
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
No data

Data: Anthropic Economic Index (Jun 2026) · Real-world Claude usage patterns across occupations

How to Adapt.

[04]
[01] Already in this role?

Start tracking media placements by journalist and outlet, relationship maps are the asset AI cannot build on your behalf. Over six months, build depth in crisis communications and spokesperson coaching, where automation rates are lowest and client willingness to pay is highest [Public Relations Society of America, Sep 2025]. The PRSA 2025 report finds media relations and strategic counsel are the two areas growing in importance as AI takes over first-draft production [Public Relations Society of America, Sep 2025].

“AI adoption in PR has tripled since 2023, but the work growing in priority is media relations and strategic counsel, areas requiring human credibility, contextual judgment, and relationships that cannot be automated.”

PRSA, State of Public Relations: AI Becomes Priority, Media Relations Grows Tougher, Sep 2025

“Roles requiring social influence, negotiation, and the ability to represent an organization publicly are among the most resilient to automation, these tasks depend on human presence and accountability that AI systems cannot substitute.”

WEF Future of Jobs Report 2025

[02] Thinking of entering?

A portfolio of real outcomes matters more than writing samples: coverage secured in named publications, a crisis response with a documented result, or a media relationship that produced a story. BLS projects +5% growth for PR specialists through 2033, concentrated in organizations where public accountability makes AI-generated communications a liability risk [U.S. Bureau of Labor Statistics, Sep 2024]. Build media contact lists and practice pitching journalists directly from day one [World Economic Forum, Jan 2025].

“Entry-level communications roles are contracting on the content production side as AI absorbs first-draft work, but demand persists for practitioners who can demonstrate media relationship-building and the ability to advise senior decision-makers under pressure.”

U.S. Bureau of Labor Statistics, Occupational Outlook Handbook: Public Relations Specialists

“Press release drafting and publication editing show over 25% AI automation in observed usage, the writing tasks that once justified hiring junior PR staff are increasingly handled by AI tools, shifting what firms need from new entrants toward relationship and judgment skills.”

Anthropic Economic Index

The Career Map.

[05]

The full BLS career track, plus relevant emerging AI-native paths. Click any role to see how to transition to it.

Entry

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Mid-Level

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13-1161.01

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Senior

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Strong

Editor

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Lead or Specialist

Advertising Manager

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Content Strategy Consultant

✦ Emerging

Public Affairs AI Analyst

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Principal

Marketing Manager

11-2021.00

Solid