Table 2.
Study Descriptives by Job Title.
| Skill | PR Coordinator | PR Account Coordinator | PR Specialist | PR Account Executive | PR Associate | Comm. Specialist | PR Assistant | Comm. Coordinator | PR Assistant Acct. Exec. |
|---|---|---|---|---|---|---|---|---|---|
| Leadership | 39.3 % (n = 44) | 30.8 % (n = 4) | 39.7 % (n = 58) | 33.0 % (n = 33) | 38.2 % (n = 13) | 30.3 % (n = 93) | 26.5 % (n = 57) | 44.4 % (n = 8) | 29.1 % (n = 16) |
| Team player | 35.7 % (n = 40) | 46.2 % (n-6) | 30.1 % (n = 44) | 46.0 % (n = 46) | 41.2 % (n = 14) | 33.2 % (n = 102) | 25.6 % (n = 55) | 50.0 % (n = 9) | 30.9 % (n = 17) |
| Communication skills | 71.4 % (n = 80) | 69.2 % (n = 9) | 80.8 % (n = 118) | 74.0 % (n = 74) | 85.3 % (n = 29) | 80.1 % (n = 246) | 78.1 % (n = 168) | 94.4 % (n = 17) | 76.4 % (n = 42) |
| Writing | 87.5 % (n = 70) | 88.9 % (n = 8) | 91.5 % (n = 108) | 91.9 % (n = 68) | 93.1 % (n = 27) | 89.0 % (n = 219) | 86.9 % (n = 146) | 94.1 % (n = 16) | 78.6 % (n = 33) |
| Verbal | 57.5 % (n = 46) | 66.7 % (n = 6) | 56.8 % (n = 67) | 50.0 % (n = 37) | 65.5 % (n = 19) | 49.6 % ( = 122) | 55.4 % (n = 93) | 58.8 % (n = 10) | 66.7 % (n = 28) |
| Interpersonal | 26.3 % (n = 21) | 11.1 % (n = 1) | 35.6 % (n = 42) | 27.0 % (n = 20) | 13.8 % (n = 4) | 39.4 % (n = 97) | 20.2 % (n = 34) | 5.9 % (n = 1) | 23.8 % (n = 10) |
| Editing | 17.5 % (n = 14) | .0 % (n = 0) | 24.6 % (n = 29) | 27.0 % (n = 20) | 17.2 % (n = 5) | 36.6 % (n = 90) | 15.5 % (n = 26) | 29.4 % (n = 5) | 11.9 % (n = 5) |
| Strategic thinking | 23.2 % (n = 26) | 23.1 % (n = 3) | 28.1 % (n = 41) | 21.0 % (n = 21) | 14.7 % (n = 5) | 19.2 % (n = 59) | 8.8 % (n = 19) | 22.2 % (n = 4) | 10.9 % (n = 6) |
| Creative thinking | 14.3 % (n = 16) | 15.4 % (n = 2) | 12.3 % (n = 18) | 16.0 % (n = 16) | 11.8 % (n = 4) | 10.1 % (n = 31) | 6.5 % (n = 14) | 11.1 % (n = 2) | 9.1 % (n = 5) |
| Org. skills | 60.7 % (n = 68) | 76.9 % (n = 10) | 63.0 % (n = 92) | 55.0 % (n = 55) | 64.7 % (n = 22) | 59.9 % (n = 184) | 60.9 % (n = 131) | 88.9 % (n = 16) | 72.7 % (n = 40) |
| Admin. Software | 41.1 % (n = 46) | 23.1 % (n = 3) | 36.3 % (n = 53) | 24.0 % (n = 24) | 55.9 % (n = 19) | 52.8 % (n = 162) | 45.1 % (n = 97) | 66.7 % (n = 12) | 41.8 % (n = 23) |
| Graphic design | 19.6 % (n = 22) | 15.4 % (n = 2) | 21.9 % (n = 32) | 5.0 % (n = 5) | 17.6 % (n = 6) | 38.1 % (n = 117) | 23.7 % (n = 51) | 44.4 % (n = 8) | 3.6 % (n = 2) |
| Adobe CS | 59.1 % (n = 13) | .0 % (n = 0) | 75.0 % (n = 24) | 40.0 % (n = 2) | 66.7 % (n = 4) | 72.6 % (n = 85) | 92.2 % (n = 47) | 87.5 % (n = 7) | .0 % (n = 0) |
| Other software | 9.1 % (n = 2) | .0 % (n = 0) | 6.3 % (n = 2) | .0 % (n = 0) | .0 % (n = 0) | 8.5 % (n = 10) | 9.8 % (n = 5) | .0 % (n = 0) | .0 % (n = 0) |
| Visual concepting | 22.7 % (n = 5) | .0 % (n = 0) | 50.0 % (n = 32) | 20.0 % (n = 1) | 33.3 % (n = 2) | 26.5 % (n = 31) | 3.9 % (n = 2) | 12.5 % (n = 1) | .0 % (n = 0) |
| Education | 48.2 % (n = 54) | 61.5 % (n = 8) | 68.5 % (n = 100) | 61.0 % (n = 61) | 88.2 % (n = 30) | 82.1 % (n = 252) | 47.0 % (n = 101) | 55.6 % (n = 10) | 58.2 % (n = 32) |
| Accounting | 4.5 % (n = 5) | .0 % (n = 0) | 2.1 % (n = 3) | 10.0 % (n = 10) | .0 % (n = 0) | .7 % (n = 2) | 2.8 % (n = 6) | .0 % (n = 0) | 1.8 % (n = 1) |
| Media relations | 35.7 % (n = 40) | .0 % (n = 0) | 34.9 % (n = 51) | 50.0 % (n = 50) | 35.3 % (n = 12) | 10.7 % (n = 33) | 10.2 % (n = 22) | 11.1 % (n = 2) | 10.9 % (n = 6) |
| AP Style | 11.6 % (n = 13) | .0 % (n = 0) | 15.8 % (n = 23) | 8.0 % (n = 8) | 2.9 % (n = 1) | 8.1 % (n = 25) | 3.7 % (n = 8) | 11.1 % (n = 2) | 3.6 % (n = 2) |
| Presentation skills | 8.0 % (n = 9) | .0 % (n = 0) | 18.5 % (n = 27) | 16.0 % (n = 16) | 14.7 % (n = 5) | 10.1 % (n = 31) | 6.0 % (n = 13) | .0 % (n = 0) | 1.8 % (n = 1) |
| Social media | 28.6 % (n = 32) | 23.1 % (n = 3) | 39.7 % (n = 58) | 38.0 % (n = 38) | 52.9 % (n = 18) | 39.1 % (n = 120) | 32.1 % (n = 69) | 38.9 % (n = 7) | 14.5 % (n = 8) |
| Industry-specific tools | 15.2 % (n = 17) | 7.7 % (n = 1) | 24.0 % (n = 35) | 12.0 % (n = 12) | 29.4 % (n = 10) | 13.7 % (n = 42) | 8.8 % (n = 19) | 38.9 % (n = 7) | 7.3 % (n = 4) |
| Salesforce | 5.9 % (n = 1) | .0 % (n = 0) | 8.6 % (n = 3) | 8.3 % (n = 1) | 30.0 % (n = 3) | 4.8 % (n = 2) | 5.3 % (n = 1) | 14.3 % (n = 1) | .0 % (n = 0) |
| Cision | 41.2 % (n = 7) | .0 % (n = 0) | 31.4 % (n = 11) | 41.7 % (n = 5) | 60.0 % (n = 6) | 2.4 % (n = 1) | 15.8 % (n = 3) | 14.3 % (n = 1) | 75.0 % (n = 3) |
| PR Newswire | 11.8 % (n = 2) | .0 % (n = 0) | 5.7 % (n = 2) | 8.3 % (n = 1) | 20.0 % (n = 2) | 2.4 % (n = 1) | .0 % (n = 0) | .0 % (n = 0) | .0 % (n = 0) |
| Other | 76.5 % (n = 13) | .0 % (n = 0) | 74.3 % (n = 26) | 83.3 % (n = 10) | 30.0 % (n = 3) | 100 % (n = 42) | 84.2 % (n = 16) | 85.7 % (n = 6) | 75.0 % (n = 3) |
| Technology skills | 11.6 % (n = 13) | .0 % (n = 0) | 2.7 % (n = 4) | .0 % (n = 0) | 2.9 % (n = 1) | 2.9 % (n = 9) | 5.1 % (n = 11) | .0 % (n = 0) | 5.5 % (n = 3) |
| Blogging | 2.7 % (n = 3) | .0 % (n = 0) | 62. % (n = 9) | 4.0 % (n = 4) | 5.9 % (n = 2) | 3.3 % (n = 10) | 1.4 % (n = 3) | 5.6 % (n = 1) | .0 % (n = 0) |
| Web design | 3.6 % (n = 4) | .0 % (n = 0) | 6.8 % (n = 10) | 2.0 % (n = 2) | 5.9 % (n = 2) | 7.2 % (n = 22) | 4.7 % (n = 10) | 16.7 % (n = 3) | 1.8 % (n = 1) |
| Web maintenance | .9 % (n = 1) | .0 % (n = 0) | 12.3 % (n = 18) | 1.0 % (n = 1) | 2.9 % (n = 1) | 15.3 % (n = 47) | 4.2 % (n = 9) | 22.2 % (n = 4) | 1.8 % (n = 1) |
| Research skills | 9.8 % (n = 11) | 7.7 % (n = 1) | 10.3 % (n = 15) | 8.0 % (n = 8) | 11.8 % (n = 4) | 7.2 % (n = 22) | 7.4 % (n = 16) | 16.7 % (n = 3) | 3.6 % (n = 2) |
| Event planning | 6.3 % (n = 7) | .0 % (n = 0) | 5.5 % (n = 8) | 6.0 % (n = 6) | 8.8 % (n = 3) | 4.6 % (n = 14) | 8.4 % (n = 18) | .0 % (n = 0) | 3.6 % (n = 2) |