Public Policy | University of Minnesota-Twin Cities

Skills & Competencies

Skills developed through this program

Auto-populatedfrom O*NET via SOC 27-3031.00

Skills

Active ListeningSpeakingWritingReading ComprehensionSocial PerceptivenessTime ManagementCritical ThinkingCoordination

Knowledge

Communications and MediaEnglish LanguageAdministration and ManagementCustomer and Personal ServiceSales and Marketing

Abilities

Oral ComprehensionOral ExpressionWritten ExpressionSpeech RecognitionSpeech ClarityWritten ComprehensionProblem SensitivityDeductive ReasoningFluency of IdeasOriginality

Tasks

Respond to requests for information from the media or designate an appropriate spokesperson or infor
Plan or direct development or communication of programs to maintain favorable public or stockholder
Post and update content on the company's Web site and social media outlets.

Technology

Word processing softwareDocument management softwareDevelopment environment softwareVideo creation and editing softwareGraphics or photo imaging software

Tools

Computer laser printersDesktop computersLaptop computersMulti-line telephone systemsPersonal computersPhotocopying equipment

Work Values

AchievementIndependenceWorking ConditionsRelationshipsRecognitionSupport

Career Pathways

Occupations this program prepares you for

Auto-populatedfrom O*NET + BLS

Occupations matched to this program, with median wage, top wage, growth, and openings
SOC	Occupation	Method	Wage	Growth	Openings
Match confidence: medium27-3031.00	Public Relations Specialists	title_inference	$69,780 median$129,480 top	+4.78%	1,500

Program Pathways

Credentials this program stacks toward

No program pathways.

What You'll Learn

Key competencies developed through this program

Auto-populatedfrom NSX Competency Framework

Mastery: advanced (Level 4)(based on Master's Degree)

Enterprise-wide public relations and communications strategy — set organizational direction and lead development across all business units, aligning messaging with executive leadership priorities.
PR department or agency practice — build and lead, establishing policies, workflow systems, and quality standards that govern all media relations and stakeholder communications functions.
Organizational reputation and brand equity — govern at the executive level, advising the C-suite and board on reputational risk, stakeholder sentiment, and long-term communications investment.
Cross-functional leadership teams — influence and align by facilitating strategic counsel on communications implications of major business, policy, and environmental responsibility decisions.
Emerging professionals and mid-level practitioners — mentor and develop through structured coaching, feedback frameworks, and stretch assignments that build organizational PR capability.
Industry coalitions, media organizations, and civic bodies — represent the organization at the highest level, establishing thought leadership and sustaining strategic external alliances.
Crisis communications command structures — lead and activate during enterprise-scale incidents, directing spokespeople, legal, and operations teams to protect organizational standing.
PR technology ecosystems and data infrastructure — champion and oversee adoption of advanced analytics, CRM, and content management platforms to drive evidence-based communications decisions.
Public affairs and public relations budgets — own and allocate at the program portfolio level, applying systems evaluation to maximize return on communications investment across the organization.
Organizational culture of communication excellence — foster by defining competency standards, championing innovation and optimism, and modeling socially oriented leadership across the enterprise.

Program Details

Detailed information about this program

No detailed information available.

Requirements

What you need to earn this credential

No requirements listed.

Financial Aid

Eligible funding programs

No funding information available.

Scholarships

No scholarships listed.