Public Relations Specialist
The voice behind the headlines—PR specialists build relationships with the press, shape narratives, and manage brand perceptionHow the world sees you—brand perception is the collective impression your audience has based on experiences, messaging, and reputation..
What is a Public Relations Specialist?
The headline architect. PR specialists shape brandMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception. narratives, build media relationships, and secure earned coverage that drives reputation.
What does a Public Relations Specialist do?
They write press releases, pitch stories, manage crisis comms, and help brands stay visible and respected in the media landscape.
What does this role look like in a creative agency?
At RIOT, PR is part of the campaign—not an afterthought. These specialists amplify the work, fuel cultural relevance, and protect the brand when the stakes are high.
Dive Deeper
Public RelationsYour reputation, amplified—PR manages brand image through media outreach, storytelling, and strategic communication. Specialists are the voice behind the headlines. They craft press releases, pitch stories to journalists, manage media relationships, and shape public narratives that build brand reputation. In agencies, PR Specialists bridge strategyThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart. and storytelling—ensuring the right stories land with the right people at the right time to drive awareness, credibility, and cultural relevance.
Related Glossary Terms
| Related Glossary Terms | Why It’s Relevant |
|---|---|
| Media Relations | Building and maintaining strong relationships with journalists, editors, and media outlets is core to PR success. |
| Crisis Communication | PR Specialists often manage messagingThe core idea you communicate—what your brand says, how it says it, and why it matters. during crises—protecting brand reputation under pressure. |
| Earned Media | Unlike paid media, earned mediaPublicity you don’t pay for—press, shares, mentions, and buzz that happens because your work matters. refers to organic coverage and exposure secured by strong PR efforts. |
| Thought Leadership Content | PR campaigns often position brand leaders as experts through interviews, op-eds, and speaker opportunities. |
| Messaging | Clear, consistent messaging across press materials and interviews ensures a strong, recognizable brand voiceThe sound of your brand—brand voice defines the personality, tone, and style used in messaging to create a consistent and recognizable identity.. |
Related Job Roles
| Related Job Roles | Why It’s Connected |
|---|---|
| Crisis Communications ManagerThe calm in the chaos—this role leads the charge during brand crises, crafting messaging that protects trust and reputation. | Specializes in managing public narratives during high-stakes or sensitive brand situations. |
| Media Relations CoordinatorThe person keeping press, PR, and publications in sync with your brand's story and updates. | Supports day-to-day press outreachThe act of contacting publishers, influencers, or prospects—used in PR, link building, and biz dev., media list management, and tracking for PR Specialists. |
| MarketingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. Manager | Collaborates to align PR efforts with broader marketing campaignsStrategy meets storytelling—campaigns bring big ideas to life, driving awareness, engagement, and conversions through powerful, multi-channel messaging. and seasonal brand initiatives. |
| Content StrategistThe architect of storytelling—content strategists map out what to say, how to say it, and where it lands for maximum brand impact. | Helps ensure PR messaging aligns with owned content, social media, and digital storytellingEmotion meets impact—storytelling is the heartbeat of branding, using narrative to connect with audiences and drive action. efforts. |
