Public relations officer to advertising specialist

• already held copyright legislation knowledge
• already held develop creative ideas skill
• already held develop digital content skill
• already held develop professional network skill
• already held give live presentation skill
• already held identify customer's needs skill
• already held advise on public image skill
• already held advise on public relations skill
• already held coordinate advertising campaigns skill
• already held develop public relations strategies skill
• already held types of media knowledge

• optional, not held create advertisements optional
• optional, not held create media plan optional
• optional, not held publishing market optional
• optional, not held advise on market strategies optional
• optional, not held analyse consumer buying trends optional
• optional, not held analyse cultural trends optional
• optional, not held approve advertising campaign optional
• optional, not held assist in developing marketing campaigns optional
• optional, not held brand marketing techniques optional
• optional, not held collaborate in the development of marketing strategies optional
• optional, not held define brand identity optional
• optional, not held develop media strategy optional
• optional, not held draw conclusions from market research results optional
• optional, not held evaluate advertising campaign optional
• optional, not held examine advertisement layout optional
• optional, not held follow a brief optional
• optional, not held graphic design optional
• optional, not held manage budgets optional
• optional, not held marketing principles optional
• optional, not held media planning optional
• optional, not held media studies optional
• optional, not held meet expectations of target audience optional
• optional, not held monitor media industry research figures optional
• optional, not held perform media outlets research optional
• optional, not held public relations optional

• not needed by the target role advise on communication strategies skill
• not needed by the target role analyse external factors of companies skill
• not needed by the target role analyse internal factors of companies skill
• not needed by the target role apply diplomatic principles skill
• not needed by the target role build business relationships skill
• not needed by the target role build community relations skill
• not needed by the target role build international relations skill
• not needed by the target role build trust skill
• not needed by the target role business communication knowledge
• not needed by the target role carry out forum moderation skill
• not needed by the target role communication principles knowledge
• not needed by the target role company policies knowledge
• not needed by the target role compile content skill
• not needed by the target role conduct public presentations skill
• not needed by the target role content marketing strategy knowledge
• not needed by the target role corporate social responsibility knowledge
• not needed by the target role corporate sustainability knowledge
• not needed by the target role cost management knowledge
• not needed by the target role develop communications strategies skill
• not needed by the target role develop promotional tools skill
• not needed by the target role digital communication and collaboration skill
• not needed by the target role diplomatic principles knowledge
• not needed by the target role draft press releases skill
• not needed by the target role establish relationship with the media skill
• not needed by the target role ethics of sharing work through social media knowledge
• not needed by the target role follow the news skill
• not needed by the target role forming of public opinion knowledge
• not needed by the target role give interviews to media skill
• not needed by the target role government representation knowledge
• not needed by the target role implement marketing strategies skill
• not needed by the target role integrate strategic foundation in daily performance skill
• not needed by the target role liaise with politicians skill
• not needed by the target role liaise with quality assurance skill
• not needed by the target role market research knowledge
• not needed by the target role organise press conferences skill
• not needed by the target role perform business analysis skill
• not needed by the target role perform public relations skill
• not needed by the target role plan marketing campaigns skill
• not needed by the target role prepare presentation material skill
• not needed by the target role protect client interests skill

9 further entries not listed here

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

• still to learn advertising techniques required
• optional, not held publishing market optional
• optional, not held brand marketing techniques optional
• optional, not held graphic design optional
• optional, not held marketing principles optional
• optional, not held media planning optional
• optional, not held media studies optional
• optional, not held public relations optional

Yes, and it is a substantial move. A public relations officer already covers 34% of what an advertising specialist is expected to do: 11 skills carry over, 6 of which the advertising specialist role treats as required.

6 required skills are missing, plus 25 optional ones. They fall into 6 areas of the ESCO skill hierarchy, led by communication, collaboration and creativity. The single most important is receive appropriate permissions for use of recorded audiovisual examples.

Its learning distance is 63.3 out of 100, which is the substantial band. That accounts for both how much is missing and how specialised those skills are.