Public relations
and communications directors
Public relations and communications directors plan, organise, direct and co-ordinate the public relations, communications and public information activities of an organisation or on behalf of clients.
- Employees (UK)
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- Median annual pay
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- Exposure score ?
- 0.0/10 Minimal 9.5/10 Very high strict reading, with tools is 9.5/10 with-tools reading, strict is 0.0/10
- Wage exposure
- - -
Higher exposure than 1% of the 379 UK occupations we scored.
What this score means.
Most of this role's work is still hard for AI: physical presence, practised skill, judgement in context and direct care, the things that do not turn into text.
If you are in this role
Nothing here is under pressure today, but the frontier moves. Learn enough to direct AI at the paperwork around the job. People in hands-on roles who can do that become unusually useful inside their organisations.
Almost every routine task in this role is within reach of today's models. Roles like this are being rebuilt, usually not by disappearing but by one person using AI to produce what several did.
If you are in this role
Be the person doing the rebuilding. People who learn to run this kind of work with AI become very valuable, and the ones who wait tend to have the change made for them.
Where the work usually starts.
This role's strict reading is low because its top tasks are judgement, not drafting. The three highest-stakes tasks below are still usually where the work starts. Switch to With tools to see what AI plus the right context can take on.
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Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
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Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
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Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
These are the most important tasks AI can already handle when paired with the right tools and context. The first wins usually come from building workflows around them. That is the difference between a model that could do the job and one that actually does it inside your business.
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Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
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Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
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Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
Every role has three or four places like these. Finding them takes an hour. Turning them into a workflow your team actually uses takes a few days.
Every task in the role.
Every O*NET task for this occupation, split by what AI can do unaided and what still needs a person. Importance is O*NET's 1 to 5 rating of how central each task is.
Tasks via O*NET "Advertising and Promotions Managers" (11-2011.00).
What AI can already do
0 of 30 tasks, unaided
No tasks here are labelled as something an LLM can do unaided. Switch to 'With tools' above to see what changes when AI is paired with the right context.
What still needs a person
30 of 30 tasks
Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
Manage sales team, including setting goals, providing incentives, and evaluating employee performance.
Coordinate with the media to disseminate advertising.
Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
Plan and execute advertising policies and strategies for organizations.
Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
Prepare and negotiate advertising and sales contracts.
Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
Prepare budgets and submit estimates for program costs as part of campaign plan development.
Train and direct workers engaged in developing and producing advertisements.
Contact organizations to explain services and facilities offered.
Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
Track program budgets, expenses, and campaign response rates to evaluate each campaign, based on program objectives and industry norms.
Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
Represent company at trade association meetings to promote products.
Direct and coordinate product research and development.
Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
Analyze marketing or sales trends to forecast future conditions.
Analyze the effectiveness of marketing tactics or channels.
Attend or participate in conferences, community events, and promotional events related to products or technologies.
Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
Coordinate with marketing team members, graphic artists, and other workers to develop and implement marketing programs.
Develop communications materials, advertisements, presentations, or public relations initiatives to promote awareness of products and services.
Develop comprehensive marketing strategies, using knowledge of products and technologies, markets, and regulations.
Devise or evaluate methods and procedures for collecting data, such as surveys, opinion polls, and questionnaires.
Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.
Tasks via O*NET "Advertising and Promotions Managers" (11-2011.00).
What AI can already do
28 of 30 tasks, with tools
Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
Manage sales team, including setting goals, providing incentives, and evaluating employee performance.
Coordinate with the media to disseminate advertising.
Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
Plan and execute advertising policies and strategies for organizations.
Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
Prepare and negotiate advertising and sales contracts.
Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
Prepare budgets and submit estimates for program costs as part of campaign plan development.
Train and direct workers engaged in developing and producing advertisements.
Contact organizations to explain services and facilities offered.
Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
Track program budgets, expenses, and campaign response rates to evaluate each campaign, based on program objectives and industry norms.
Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
Direct and coordinate product research and development.
Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
Analyze marketing or sales trends to forecast future conditions.
Analyze the effectiveness of marketing tactics or channels.
Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
Coordinate with marketing team members, graphic artists, and other workers to develop and implement marketing programs.
Develop communications materials, advertisements, presentations, or public relations initiatives to promote awareness of products and services.
Develop comprehensive marketing strategies, using knowledge of products and technologies, markets, and regulations.
Devise or evaluate methods and procedures for collecting data, such as surveys, opinion polls, and questionnaires.
Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.
What still needs a person
2 of 30 tasks
Represent company at trade association meetings to promote products.
Attend or participate in conferences, community events, and promotional events related to products or technologies.
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Related occupations.
Other roles in Managers, directors and senior officials, and roles close by exposure.
What it means for your sector.
This role's score comes from Eloundou et al's 2023 task labels, weighted by O*NET importance within each O*NET-SOC code, then bridged to UK SOC 2020 through ISCO-08 (the ONS coding index) and US SOC 2010 (the BLS crosswalk). Employment and median pay come from ONS ASHE Table 14.7a, 2025 provisional, which covers employees only.
Back to the mapMethodologySources (PDF)Built 29 April 2026
Pictures
- "Census pantograph and 1930s keypunches" by U.S. Census Bureau employees, public domain, via Wikimedia Commons
- "Shepard Barclay, St. Louis lawyer, in his office" by Missouri Historical Society via DPLA, no known copyright restrictions, via Wikimedia Commons
- "Accountant's Office LCCN2016824374" by National Photo Company Collection, public domain, via Wikimedia Commons
- "Employment service in Oulu in the spring 1931" by Finnish Heritage Agency (Museovirasto), CC BY 4.0, via Wikimedia Commons