Public relations professionals
Public relations professionals plan, organise and co-ordinate the activities that promote the image and understanding of an organisation and its products or services to consumers, businesses, members of the public and other specified audiences.
- Employees (UK)
- 39k
- Median annual pay
- £36,336
- Exposure score ?
- 2.3/10 Low 9.4/10 Very high strict reading, with tools is 9.4/10 with-tools reading, strict is 2.3/10
- Wage exposure
- £326m £1.33bn
Higher exposure than 85% of the 379 UK occupations we scored.
What this score means.
A few tasks in this role are within reach of AI, mostly paperwork, scheduling and routine writing. The shape of the role stays the same, and some parts get faster.
If you are in this role
Pick the two or three most repetitive things in your week and try a model on them. Most people underestimate what Claude or ChatGPT already does with admin-shaped work. The time you get back is the gain.
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.
These are the most important tasks a language model can already handle directly. In a typical engagement the first wins come from building workflows around them, so they stop eating the team's time.
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Post and update content on the company's Web site and social media outlets.
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Write press releases or other media communications to promote clients.
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Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
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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Respond to requests for information from the media or designate an appropriate spokesperson or information source.
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Post and update content on the company's Web site and social media outlets.
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Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
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 "Public Relations Specialists" (27-3031.00).
What AI can already do
4 of 18 tasks, unaided
Post and update content on the company's Web site and social media outlets.
Write press releases or other media communications to promote clients.
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
Prepare or deliver speeches to further public relations objectives.
What still needs a person
14 of 18 tasks
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Coach client representatives in effective communication with the public or with employees.
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.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
Coordinate public responses to environmental management incidents or conflicts.
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.
Develop marketing campaigns for environmental technologies or services.
Purchase advertising space or time as required to promote client's product or agenda.
Tasks via O*NET "Public Relations Specialists" (27-3031.00).
What AI can already do
17 of 18 tasks, with tools
Respond to requests for information from the media or designate an appropriate spokesperson or information source.
Post and update content on the company's Web site and social media outlets.
Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
Write press releases or other media communications to promote clients.
Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
Coach client representatives in effective communication with the public or with employees.
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.
Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
Develop plans or materials to communicate organizational activities that are beneficial to the environment, public safety, or other important social issues.
Coordinate public responses to environmental management incidents or conflicts.
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.
Prepare or deliver speeches to further public relations objectives.
Develop marketing campaigns for environmental technologies or services.
Purchase advertising space or time as required to promote client's product or agenda.
What still needs a person
1 of 18 tasks
Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
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Related occupations.
Other roles in Professional occupations, 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