Advertising manager to public relations officer

• already held advise on public image skill
• already held advise on public relations skill
• already held analyse external factors of companies skill
• already held communication principles knowledge
• already held conduct public presentations skill
• already held corporate social responsibility knowledge
• already held develop communications strategies skill
• already held develop public relations strategies skill
• already held diplomatic principles knowledge
• already held draft press releases skill
• already held establish relationship with the media skill
• already held forming of public opinion knowledge
• already held give interviews to media skill
• already held integrate strategic foundation in daily performance skill
• already held market research knowledge
• already held organise press conferences skill
• already held perform public relations skill
• already held prepare presentation material skill
• already held protect client interests skill
• already held reputation management knowledge
• already held rhetoric knowledge
• already held strategic planning knowledge
• already held use different communication channels skill
• already held advise on communication strategies skill
• already held coordinate advertising campaigns skill
• already held copyright legislation knowledge
• already held develop creative ideas skill
• already held give live presentation skill
• already held identify customer's needs skill
• already held use analytics for commercial purposes skill

• optional, not held company policies optional
• optional, not held cost management optional
• optional, not held ethics of sharing work through social media optional
• optional, not held follow the news optional
• optional, not held work closely with news teams optional
• optional, not held analyse internal factors of companies optional
• optional, not held apply diplomatic principles optional
• optional, not held build business relationships optional
• optional, not held build community relations optional
• optional, not held build international relations optional
• optional, not held carry out forum moderation optional
• optional, not held compile content optional
• optional, not held content marketing strategy optional
• optional, not held develop professional network optional
• optional, not held develop promotional tools optional
• optional, not held government representation optional
• optional, not held implement marketing strategies optional
• optional, not held liaise with politicians optional
• optional, not held liaise with quality assurance optional
• optional, not held perform business analysis optional
• optional, not held plan marketing campaigns optional
• optional, not held psychological concepts optional
• optional, not held social media management optional
• optional, not held speak different languages optional
• optional, not held types of media optional

• not needed by the target role advertising techniques knowledge
• not needed by the target role approve advertising campaign skill
• not needed by the target role business strategy concepts knowledge
• not needed by the target role collaborate in the development of marketing strategies skill
• not needed by the target role coordinate marketing plan actions skill
• not needed by the target role desktop publishing knowledge
• not needed by the target role develop inclusive communication material skill
• not needed by the target role draw conclusions from market research results skill
• not needed by the target role evaluate advertising campaign skill
• not needed by the target role examine advertisement layout skill
• not needed by the target role graphic design knowledge
• not needed by the target role make price recommendations skill
• not needed by the target role manage account department skill
• not needed by the target role manage budgets skill
• not needed by the target role manage contracts skill
• not needed by the target role manage creative department skill
• not needed by the target role manage media services department skill
• not needed by the target role manage project metrics skill
• not needed by the target role manage staff skill
• not needed by the target role manage the handling of promotional materials skill
• not needed by the target role perform project management skill
• not needed by the target role pricing strategies knowledge
• not needed by the target role provide cost benefit analysis reports skill
• not needed by the target role receive actors' resumes skill
• not needed by the target role recruit employees skill

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

• still to learn corporate sustainability required
• still to learn business communication required
• optional, not held company policies optional
• optional, not held cost management optional
• optional, not held ethics of sharing work through social media optional
• optional, not held content marketing strategy optional
• optional, not held government representation optional
• optional, not held psychological concepts optional
• optional, not held social media management optional
• optional, not held types of media optional

Yes, and it is a moderate move. An advertising manager already covers 65% of what a public relations officer is expected to do: 30 skills carry over, 23 of which the public relations officer role treats as required.

5 required skills are missing, plus 25 optional ones. They fall into 8 areas of the ESCO skill hierarchy, led by working with computers. The single most important is corporate sustainability.

Its learning distance is 44.7 out of 100, which is the moderate band. That accounts for both how much is missing and how specialised those skills are.