Public Relations Officer

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    Public relations officers use a wide range of media to build and sustain a good image for a company, organization or brand through planned publicity campaigns and PR activity.

     

    Employers of public relations officers

    • Advertising or marketing agencies
    • Consultancies
    • Commercial and industrial organizations
    • Private companies
    • Retailers
    • Manufacturers
    • Charities
    • Government organizations

     

    Duties

    • planning, developing and implementing PR strategies;
    • communicating with colleagues and key spokespeople;
    • liaising with, and answering enquiries from media, individuals and other organizations, often via telephone and email;
    • researching, writing and distributing press releases to targeted media;
    • collating and analyzing media coverage;
    • writing and editing in-house magazines, case studies, speeches, articles and annual reports;
    • preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes;
    • devising and coordinating photo opportunities;
    • organizing events including press conferences, exhibitions, open days and press tours;
    • maintaining and updating information on the organization’s website;
    • managing and updating information and engaging with users on social media sites such as Twitter and Facebook;
    • sourcing and managing speaking and sponsorship opportunities;
    • commissioning market research;
    • fostering community relations through events such as open days and through involvement in community initiatives;
    • managing the PR aspect of a potential crisis situation.

     

    Qualifications

    There are few specific PR degree courses available, and entry to the profession is generally open to all graduates. However, as PR is one of the most popular career choices, the following degree and diploma subjects may be particularly helpful:

    • business/management;
    • communication and media studies;
    • English and creative writing;
    • marketing;
    • politics;
    • social sciences.

     

    Skills

    • excellent communication, interpersonal and writing skills;
    • drive, competence, flexibility and a willingness to learn;
    • excellent organizational and time management skills with the ability to multitask;
    • the ability to cope with pressure;
    • creativity, imagination and initiative;
    • good teamwork, analytical and problem-solving skills;
    • business awareness and a good knowledge of current affairs.

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