The priesthood adviser to the public affairs council may call specialists and form project committees to join the council as needed. Consistent with the Public Affairs Core Purpose, road maps—action plans or contact plans to reach opinion leaders—may call for projects that require specialists or project committees to serve until the project is completed.

Some specialists may be needed because of their professional skills or experience in areas such as journalism, advertising, marketing, public relations, radio, television, graphic design, photography, secretarial work, or database maintenance. Others may have helpful ties to minority or civic groups or with local clergy.

Specialists may be called to serve for an extended period and to work on several projects, or they might be called to help with a single activity, such as a specific event or project. Specialists attend public affairs council meetings and coordinate with and receive authorization from the director of public affairs before proceeding with plans.

Following are examples of possible public affairs specialists and responsibilities:

Media Specialist

A media specialist works closely with the media relations assistant and may assist in developing relationships with media representatives and other media gatekeepers. This individual may also help to write and otherwise prepare materials for distribution to the media. The specialist should maintain regular meaningful contact with the media representatives.

Service Specialist

A service specialist may assist the public affairs council in organizing and implementing Mormon Helping Hands or other service activities in the community. They may also research and approach possible partnering organizations—especially those associated with targeted opinion leaders. (Note: Public affairs councils and specialists should not be involved with interfaith councils whose purpose is ecumenical or doctrinal in nature.)

Secretary

The priesthood adviser may call a secretary to provide clerical and administrative assistance to the public affairs council. The secretary may be responsible for recording minutes and assignments from previous meetings and advising council members of such things as meeting times, meeting agendas, and budget procedures.

Database Specialist

A database specialist may be called to assist the council in maintaining a confidential electronic or hard-copy record of interactions with key opinion leaders.

Ward or Branch Specialist

Although there are no ward and branch public affairs councils, the priesthood adviser may call a ward or branch public affairs representative to serve on the public affairs council to assist with a special project or activity that the stake or multistake council needs to implement at the ward or branch level.

Ethnic Outreach Specialist

The priesthood adviser may call a specialist to help build relationships with different ethnic groups in the area served by the public affairs council. This often applies best for councils serving large metropolitan areas.