• 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.
• 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.
• Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.

• Customer relationship management CRM software — Blackbaud The Raiser's Edge ; Oracle Eloqua ; Salesforce software
• Data base reporting software — Oracle Business Intelligence Discoverer
• Data base user interface and query software — Cision CisionPoint; FileMaker Pro ; Google+; LinkedIn
• Data mining software — Google Analytics
• Desktop publishing software — Adobe Systems Adobe InDesign ; Microsoft Publisher
• Development environment software — Adobe Systems Adobe ActionScript
• Document management software — Adobe Systems Adobe Acrobat ; Adobe Systems Adobe Reader
• Electronic mail software — Microsoft Outlook
• Graphics or photo imaging software — Adobe Systems Adobe Creative Cloud ; Adobe Systems Adobe Illustrator ; Adobe Systems Adobe Photoshop ; Apple iPhoto
• Information retrieval or search software — LexisNexis
• Instant messaging software — Twitter
• Internet browser software — Web browser software
• Office suite software — Microsoft Office
• Presentation software — Microsoft PowerPoint
• Project management software — Microsoft SharePoint
• Sales and marketing software — Google AdWords ; Marketo Marketing Automation
• Spreadsheet software — Microsoft Excel
• Video creation and editing software — Apple Final Cut Express; Apple Final Cut Pro ; Apple QuickTime; YouTube
• Web page creation and editing software — Adobe Systems Adobe Dreamweaver ; Facebook ; Podcasting software; Website management software
• Web platform development software — Cascading Style Sheets CSS ; Extensible HyperText Markup Language XHTML ; Hypertext markup language HTML ; JavaScript
• Word processing software — Adobe Systems Adobe Writer; Microsoft Word

Hot Technology — a technology requirement frequently included in employer job postings.

• Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
• Speaking — Talking to others to convey information effectively.
• Coordination — Adjusting actions in relation to others' actions.
• Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
• Time Management — Managing one's own time and the time of others.
• Writing — Communicating effectively in writing as appropriate for the needs of the audience.
• Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
• Reading Comprehension — Understanding written sentences and paragraphs in work related documents.
• Persuasion — Persuading others to change their minds or behavior.
• Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
• Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
• Negotiation — Bringing others together and trying to reconcile differences.
• Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
• Service Orientation — Actively looking for ways to help people.
• Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
• Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
• Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
• Instructing — Teaching others how to do something.