Necessary knowledge for the practice of public relations includes:

• communication and persuasion concepts and strategies

• communication and public relations theories

• relationships and relationship building

• societal trends

• ethical issues

• legal requirements and issues

• marketing and finance

• public relations history

• uses of research and forecasting

• multicultural and global issues

• organizational change and development

• management concepts and theories

Necessary skills include:

• research methods and analysis

• management of information

• mastery of language in written and oral communication

• problem solving and negotiation

• management of communication

• strategic planning

• issues management

• audience segmentation

• informative and persuasive writing

• community relations, consumer relations, employee relations and other practice areas

• technological and visual literacy

• managing people, programs and resources

• sensitive interpersonal communication

• fluency in a foreign language

• ethical decision-making

• participation in the professional public relations community

• message production

• working with a current issue

• public speaking and presentation

• applying cross-cultural and cross-gender sensitivity