PUBLIC RELATIONS OFFICER JOB

A public relations (PR) officer uses all forms of media and communication to build, maintain and manage the reputation of organisations ranging from public bodies or services to businesses and voluntary organisations. Reputation arises from what you do, what you say and what others say about you. In this age of fierce competition in all sectors, it can be an organisation's greatest asset. PR aims to manage reputation in order to gain understanding and support, and influence opinion and behaviour.

Whilst it is generally acknowledged that there is no such thing as a typical day in public relations (PR), the following activities make up a PR role research and analysis followed by continuous evaluation of an organisation or campaign strategy by: conducting focus groups; co-ordinating surveys. Researching recent reports and articles; or commissioning market research.

Initiating and planning PR campaigns: defining goals analysing problems and opportunities liaising with management and clients (internal and external). Writing and editing press releases, in-house newsletters, speeches, articles and annual reports. Maintaining and updating information on an organisation's website. Using corporate advertising to maintain an organisation's identity, name and reputation. Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes. Answering enquiries from individuals, journalists and other organisations.

Speaking in public at presentations, press conferences, radio and TV interviews, and meetings. Developing and maintaining good working relations with the media, including local and national newspapers, magazines, radio and television. Organizing special events, such as press conferences, exhibitions, open days, tours, competitions and sponsorship. Fostering community relations through events such as open days and through involvement in community initiatives.