Public relations professionals
A substantial share of tasks can be sped up or taken over by AI. The content of the job will noticeably change — learning is cheapest now.
Exposure is not job loss: it shows how much of the work generative AI could do today. Whether that turns into transformation, productivity gains or cuts depends on employers, regulation — and on you.
0 = today’s generative AI cannot perform any of the job’s tasks, 100 = it could do all of them fully. The pale band is the spread across tasks.
Work out your own score ↓What can you do?
The AI analysis for this occupation is still being prepared — the background process covers a few occupations every day.
Task by task
The ILO scored every task of the occupation separately, as the average of two AI models (GPT-4o and Gemini). The pale band is the range between the two models' scores, the dot the ILO's final score (for a few tasks expert review placed it outside the band).
- Undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns59
- Advising executives on the public relations implications of their policies, programmes and practices preparing and controlling the issue of news and press releases49
- Selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity.48
- Representing organizations and arranging interviews with publicity media47
- Planning and organizing publicity campaigns and communication strategies44
- Commissioning and obtaining photographs and other illustrative material34
- Organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity33
- Attending business, social and other functions to promote the organization33
How much does it affect you?
Every job is different: mark which of these tasks you do and how much, and we'll compute your own, time-weighted score.
For each task: I don't do it · sometimes · most of my job.
- Undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns(59)
- Advising executives on the public relations implications of their policies, programmes and practices preparing and controlling the issue of news and press releases(49)
- Selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity.(48)
- Representing organizations and arranging interviews with publicity media(47)
- Planning and organizing publicity campaigns and communication strategies(44)
- Commissioning and obtaining photographs and other illustrative material(34)
- Organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity(33)
- Attending business, social and other functions to promote the organization(33)
You are exactly at the occupation average. (The occupation's score: 43.)
About 13% of your working time goes to highly exposed tasks (score ≥ 50).
- • Undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns
- • Advising executives on the public relations implications of their policies, programmes and practices preparing and controlling the issue of news and press releases
- • Attending business, social and other functions to promote the organization
- • Organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity
An estimate from the ILO task scores. Everything is computed in your browser — nothing is sent or stored.
How many people work in this occupational group?
Share of the Business and administration professionals group in total employment, by country (Eurostat, ISCO 2-digit — 4-digit breakdowns are not public by country).
Table view
| Country | Business and administration professionals |
|---|---|
| Luxembourg | 18.0% · 59 thousand · 2025 |
| Lithuania | 10.7% · 155 thousand · 2025 |
| Netherlands | 9.8% · 962 thousand · 2025 |
| Sweden | 7.7% · 405 thousand · 2025 |
| Ireland | 7.3% · 203 thousand · 2025 |
| Poland | 6.5% · 1,109 thousand · 2025 |
| Malta | 6.3% · 21 thousand · 2025 |
| Norway | 6.3% · 182 thousand · 2025 |
| Denmark | 6.2% · 191 thousand · 2025 |
| France | 6.2% · 1,823 thousand · 2025 |
| Estonia | 5.8% · 41 thousand · 2025 |
| Bulgaria | 5.8% · 168 thousand · 2025 |
| Belgium | 5.7% · 294 thousand · 2025 |
| Finland | 5.5% · 142 thousand · 2025 |
| Latvia | 5.1% · 45 thousand · 2025 |
| Cyprus | 4.9% · 25 thousand · 2025 |
| United Kingdom | 4.9% · 1,677 thousand · 2025 |
| Romania | 4.8% · 368 thousand · 2025 |
| Hungary | 4.6% · 213 thousand · 2025 |
| Czechia | 4.4% · 232 thousand · 2025 |
| Germany | 4.4% · 1,848 thousand · 2025 |
| Switzerland | 4.4% · 211 thousand · 2025 |
| Portugal | 4.2% · 220 thousand · 2025 |
| Slovenia | 4.1% · 41 thousand · 2025 |
| Slovakia | 4.0% · 104 thousand · 2025 |
| Austria | 3.7% · 164 thousand · 2025 |
| Iceland | 3.4% · 8 thousand · 2025 |
| Greece | 3.2% · 140 thousand · 2025 |
| Croatia | 3.1% · 54 thousand · 2025 |
| Spain | 2.9% · 653 thousand · 2025 |
| Italy | 2.7% · 656 thousand · 2025 |
What do they earn?
Mean gross monthly earnings in the major occupational group (Professionals). Eurostat's earnings survey only publishes pay by occupation at 1 digit, so this is the job's broader group. Enterprises with 10+ employees, 2022.
By country, at purchasing power parity (PPS/month), so countries with different price levels can be compared.
- Switzerland6,389
- Luxembourg5,274
- Ireland4,873
- Germany4,807
- Belgium4,799
- Denmark4,446
- Norway4,237
- Austria4,099
- Netherlands4,031
- Iceland3,875
- EU273,850
- France3,791
- Finland3,769
- Romania3,559
- Sweden3,416
- Spain3,413
- Slovenia3,326
- Italy3,305
- Cyprus3,271
- Lithuania3,221
- Croatia2,890
- Czechia2,871
- Malta2,825
- Poland2,783
- Hungary2,777
- Portugal2,755
- Latvia2,671
- Estonia2,599
- Bulgaria2,359
- Slovakia2,345
- Greece2,321
Source: Eurostat Structure of Earnings Survey (earn_ses22_21), every four years. The United Kingdom is not covered by the survey.
Outlook to 2035
Employment in the Business and administration professionals group according to Cedefop's 2026 forecast.
thousand · Cedefop Skills Forecast 2026 · 2026–2035: projection
Replacement demand is the jobs left by people retiring or changing careers — even a shrinking occupation can have many openings.
Related occupations
Sources: ILO WP140 (2025) · Eurostat lfsa_egai2d · Cedefop Skills Forecast 2026 · WEF Future of Jobs 2025 · ESCO. The exposure score measures how much of an occupation's tasks generative AI could perform — not whether the job disappears. For information only, not career advice. How do we calculate this?