Public Relations Officer Duties
A public relations officer is a professional who works in
the public-facing communications of a business or organisation. They often
occupy administrative or executive positions in their organisations, and they
work with a team of public relations specialists. Public relations officers
might work for private companies, non-profit organisations or public
institutions such as governments and schools. They might also work
independently for a public relations firm, offering consultation services to
their clients on a contract basis. Public relations officer interacts with the
press and the public on behalf of their client, a business or organisation.
They handle the following tasks:
Establish communication goals
They establish how much and what type of communication their
client has with the press and public. If their client wants transparency with
the public, the public relations officer can develop a plan for which media
outlets they communicate with and what tone their communications have. They
establish a standard of communication that they can use with all public
communications in the future. If the client wants to improve their public
image, the public relations officer can work with them to establish a more
positive image.
Assess their company's or client's public image
They can examine polls, read reviews and monitor their
client's online presence to determine the company's or client's public image.
When a public relations officer beings working with a client, they may review
previous press releases and public events to determine how the client has
handled press and public relations in the past. This assessment can help them
determine how best to proceed with the media and if they want to make
alterations to their public image.
Companies constantly want to improving their brand
recognition, so a public relations officer can provide unique insight and give
recommendations for how to do so.
Develop press releases
A public relations officer can write press releases, which
are documents an organisation shares with the press to inform the public about
their actions or new initiatives. The organisation may determine the contents
and subject of the press release. Still, it is the responsibility of the public
relations officer to choose the wording and the tone of the press release to
present the information most appropriately.
Write speeches
If a client has to give a speech at a conference or the
press, the public relations officer may write the speech. Like with developing
press releases, the client may determine what the subject of the speech is.
Still, the public relations officer uses their understanding of phrasing and
public perception to write a speech that gives the perception the client wants
to present.
Additionally, the public relations officer may determine when
a client gives a speech based on changing public perception. For example, if a
client cares about a specific cause, there may be a current news event that
they want to comment on to bring attention to the cause.
Correspond with news media
The public relations officer's role involves giving and
receiving news from the press. For example, if there is news about a client
that the press plans to publish, the public relations officer may use their
connections to find out what the news is and when the press intends to release
it. They use those same relationships to communicate information that the
client wants to share with the public.
Review marketing material
Public relations and marketing departments have many duties
concerning interacting with the public and their client's perception. A public
relations officer may work with the marketing team to develop marketing
materials that represent their client in the desired way. They also make sure
that all marketing materials align with the public relations goals they set for
their client.
Respond to public events and inquiries
Clients may receive invitations or information about public
events, in which case it is the public relations officers' job to determine
what events their clients attend and how to respond to invitations they choose
to decline. Additionally, if a client has an event, the public relations
officer may handle the guest list, sending out invitations and managing
attendees at the event. They are also responsible for all press inquiries the
client receives, and they determine which inquiries are valuable and what
responses their client sends.
Public Relations Officer Qualities
Here are the qualifications of public relations officers:
Education
Many public relations officers have bachelor's degrees in
media, communications journalism or public relations. It is also common for
public relations professionals who want to pursue advanced career positions to
earn a master's degree in public relations. Studying these subjects can help
you learn the skills you can use to succeed in this career and build essential
relationships you can use to progress your career and help you create a list of
contacts of media members.
Experience
To progress as a public relations officer, you can start
with experience in an entry-level position. You can work as an intern while
getting your degree and get some preliminary experience in this position. You
can also apply for related jobs like an event manager, which can help you build
contacts and skills that can help you become a successful public relations
officer. With a few years of experience, you can gain familiarity with the
media and the duties required of a public relations officer. Then, you can
apply for more advanced positions in public relations, like officer or
executive.
Skills
Here are some skills that a public relations officer uses:
Communication
Public relations officers leverage strong written and verbal
communication skills to succeed. They communicate with internal contacts, such
as team members and other company departments, and must ensure all
communication conveys their objectives as clearly as possible. They also
communicate with the public as part of their regular duties and try to use
these communications to develop a positive image for their company. Public
relations officers frequently communicate using direct dialogue, public
speaking, written documents such as press releases and emails and social media
posts and interactions.
Media relations
Public relations officers interact with media members to promote
their products, encourage good publicity and respond to events that might
involve their company or client. It is important for these professionals to
understand the way news outlets work and how to work with them most
effectively. They are the primary point of communication between their clients
and the press, so they craft statements to provide the press with information
the client wants to share. Public relations officers foster relationships with
press members, so they stay informed and can easily share information.
Marketing
The public relations role sometimes overlaps with its
marketing operations, so it is important for a public relations officer to
understand both. They might work collaboratively with leadership on their
company's marketing team, for example. They might also monitor their
organisation's marketing activity to ensure it supports a positive public
impression of the brand and make suggestions if necessary.
Conflict resolution
Sometimes a public relations officer's client may have a
conflict with a third party or any internal employee. Public relations managers
help their clients find solutions that are workable and satisfactory for both
parties. They use their understanding of public perception and marketing to
help their clients minimise attention from the press and leave each situation
positively. This function allows the public relations officer to support their
brand management activity.
Attention to detail
Public relations officers use strong attention to detail to
manage different clients and their communications with the press. They ensure
that every aspect of the information they share with their clients and the
press is entirely accurate and presents them in the desired light. Pubic
relations officers run metrics to evaluate public perception, tracking how much
the public is talking about their clients. They also have to handle
administrative duties, like managing contact information and recording their
history of communications. Public relations officers also pay attention to
their client's competitors to monitor the public perception of the industry.
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