Public relation officer

1. PUBLIC RELATION OFFICER
Public Relations officer is someone who is responsible for
maintaining the reputation of the company she or he works
for. Small companies may have a single staffer who handles
public relations, while others may have an entire public
relations department. In addition to representing companies,
public relations officers can also have public relations for
individuals such as politicians, celebrities, and other
prominent figures who want to maintain a good reputation
with the public.

2. PUBLIC RELATION
• Public relations is a delicate art which requires
a high degree of skill and experience. Most
public relations officers have a bachelor's
degree in journalism, communications, or
public relations, along with experience
working in public relations. These
professionals must be constantly on call and
available to handle emerging situations as
quickly as possible. Rapid and effective
responses are crucial for public relations.

3. • Public Relations Officer works with the employer
to generate and maintain an image in the eyes of
the public. The desired image may vary; a car
company, for example, might want to be known
for reliability, style, and affordability, while a
celebrity might prefer to be better known for
eccentricity and unusual antics. This image is care
fully constructed and controlled with the use of
advertising campaigns, Press release, press
conferences, and other materials.

4. • PR is an art which requires a high degree of
skill and experience. Most public relations
officers have a bachelor's degree in
journalism, communications, or public
relations, along with experience working in
public relations. These professionals must be
constantly on call and available to handle
emerging situations as quickly as possible.
Rapid and effective responses are crucial for
public relations.

5. • Basic public relations can include tasks like
arranging meetings, sending out promotional
materials, identifying a target population and
focusing on them, talking about proposed
projects to make sure that they fit in with the
overall image, and so forth. In crisis public
relations, the public relations officer is focused on
responding to a crisis as quickly as possible, with
the goal of maintaining reputation throughout
the crisis so that people do not begin to think
negatively about the person or company
represented by the public relations officer.

6. • A skilled public relations officer is able to balance multiple
tasks at once and to prioritize items on a schedule so that
the most important things are accomplished quickly.
• Public relations officers are also very skilled at
communications and conveying ideas, in addition to being
at ease in a wide variety of settings. They also know the
people, companies, brands, and ideas they represent
backwards and forwards and are very aware of how any
event or activity can impact the employer's reputation.
• In addition, public relations officers are able to think about
expansion and how to shift marketing and relations to meet
the needs of different populations. A campaign which
works very well in Japan, for example, might not be as
effective in Britain.

7. Functions of the Public Relations
Officer
• A public relations officer represents an
organization or company as the face that the
media sees. Most public relations officers
have bachelor's degrees in fields such as
journalism, public relations or
communications. A public relations officer
must be content working during tedious days
but always ready for a media firestorm
following an unexpected crisis.

8. Crisis Manager
• Organizations rely on their public relations
officers to handle media inquiries during a
crisis. For example, if someone dies on the job
or if a company's new stock offering fails to
generate interest, the public relations officer
must have a plan in place for handling media
questions and portraying his organization in
the best way possible.

9. Media Contact
• A public relations officer is the media's main contact
for news about an organization or company. The PR
officer writes press releases for the media about
upcoming events, and cultivates relationships with
members of the local and national media. The PR
officer might also host media conferences when
special events happen. For example, an officer might
host a press conference after a university researcher
makes a big discovery, or he might hold a press event
honoring the opening of his company's newest
office.

10. Marketing
• A public relations officer is also in charge of
communicating information about her
organization to the community. Her job
involves creating publications that the
community or members of her organization
will read, and generating interest in attending
company-sponsored events.

11. Budget and Management
• Some public relations officers oversee an
entire communications department. These
individuals must also be in charge of their
department's budget, making sure hosted
events and media outreach efforts are not too
costly. They oversee people who work in their
department, which may include writers,
secretaries or graphic artists. They participate
in workshops to stay up-to-date on their field
and help their staff succeed.

12. • Public relations (PR) is about managing reputation. This
career field aims to gain understanding and support for
clients as well as to influence opinion and behaviour.
• PR officers use all forms of media and communication
to build, maintain and manage the reputation of their
clients. These range from public bodies or services to
businesses and voluntary organisations. They
communicate key messages, often using third party
endorsements, to defined target audiences in order to
establish and maintain goodwill and understanding
between an organisation and its public.

13. Typical( work) activities
• A PR officer often works in-house and can be
found in both the private and public sectors,
from the utility and media sectors to voluntary
and not-for-profit organisations. Some PR
officers may be based in consultancies.
• The role is very varied and will depend on the
organisation and sector.

14. • planning, developing and implementing PR strategies;
• liaising with colleagues and key spokespeople;
• liaising with and answering enquiries from media,
individuals and other organisations, often via telephone
and email;
• researching, writing and distributing press releases to
targeted media;
• collating and analysing 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;

15. • devising and coordinating photo opportunities;
• organising events including press conferences, exhibitions,
open days and press tours;
• maintaining and updating information on the organisation's
website;
• 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.
• Public re

16. The work
• planning PR campaigns and strategies
• monitoring the public and media's opinion of your client or
employer
• writing and editing leaflets, brochures, press releases,
speeches, newsletters, websites and social media
• arranging and representing the company at events like
press launches news conferences, exhibitions, open days
and sponsorship
• developing good working relationships with the media
• arranging for advertising or promotional films to be
produced
• public speaking at presentations, conferences or radio and
TV interviews.

17. • You could also get involved with your local
community to make sure that the company
you work for is represented in a good light.
This may include sponsoring corporate events
or getting involved in fundraising for local
charities.
• You may also be known as a communications
officer, media relations officer or press officer.

18. Hours
• You would usually work 9am to 5pm, Monday
to Friday. Hours could be more irregular and
may involve early starts, late finishes and
working at the weekend if you are meeting a
deadline or reacting to a crisis.
• You would normally work in an office. You may
also travel to attend PR events and
conferences, and to meet clients

19. Income
• Starting salaries can be around £18,000 to
£20,000 a year. With experience this can rise
to between £20,000 and £40,000 a year.
• Account directors and heads of corporate
affairs can earn £80,000 to £100,000 a year.
• Figures are intended as a guideline only.

20. Entry requirements
• There are no set entry qualifications to become a
public relations officer, although PR is a very
competitive industry and many employers may
expect you to have a degree.
• You could take a degree or a postgraduate
qualification in public relations or a related subject.
For example:
• journalism or advertising
• marketing and communications
• business or management
• English
• politics.