PUBLIC RELATION OFFICERPublic 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.

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.

• 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.

• 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.

• 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.

• 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.

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.

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.

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.

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.

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.

• 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.

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.

• 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;

• 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

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.

• 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.

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

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.

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.