Public relations

Public relations officers use a wide range of media to build and sustain good relationships between the employing organization and its clients through planned publicity campaigns and PR activities.

What does a public relations officer do?

Public relations account executives are responsible for handling all aspects of planned publicity campaigns and PR activities during periods of crisis.

Other tasks include:

• planning publicity strategies and campaigns

• writing and producing presentations and press releases

• dealing with enquiries from the public, the press, and related organizations

• organizing promotional events such as press conferences, open days, exhibitions, tours and visits

• speaking publicly at interviews, press conferences and presentations

• providing clients with information about new promotional opportunities and current PR campaigns progress

• analyzing media coverage

• commissioning or undertaking relevant market research

• liaising with clients, managerial and journalistic staff about budgets, timescales and objectives

• designing, writing and/or producing presentations, press releases, articles, leaflets, ‘in-house’ journals, reports, publicity brochures, information for web sites and promotional videos.

Typical employers of public relations officers

• Advertising or marketing agencies

• Consultancies

• Commercial and industrial organizations

• Private companies

• Retailers

• Manufacturers

• Charities and NGO’s

• Government organizations

Key skills for public relations officers

• Excellent communication skills both orally and in writing

• Excellent interpersonal skills

• Good IT skills

• Presentation skills

• Initiative

• Ability to priorities and plan effectively

• Awareness of different media agendas

• Creativity.

PRIMARY RESPONSIBILITIES

• Plan and direct public relations programs designed to create and maintain a favorable public image for the employer or client.

• Create company literature and other forms of communication.

• Create marketing and promotional materials, both print and electronic.

• Work with advertisers for timely and useable ad submissions.

• Copyedit, proofread, and revise communications.

• Design and launch email marketing campaigns.

• Recommend, implement and maintain site design and operation.

• Plan and deliver education courses and materials.

• Work with manager and business units to determine event budget and manage expenses to that budget.

• Promote products and services through public relations initiatives.

• Develop marketing communications campaigns.

• Create thought leadership materials.

• Create and deliver press releases, media relations content, case studies, white papers, executive bios, corporate newsletter content, social media content, and speaking proposals.

• Identify, develop and execute communications strategy for key media contacts and customer references.

• Research media coverage and industry trends.

• Develop fresh story ideas.

• Conduct extensive media outreach.

• Prepare briefing materials.

• Coordinate scheduling and logistics.

• Coordinate conference, trade shows, and press interviews.

• Manage information.

• Prepare agendas and conduct research.

• Help to clarify the organization’s point of view to their main constituency.