Public Relations Officer

Summary

Public relations officers plan, develop, put into place and evaluate information and communication strategies that present an organisation to the public, clients and other stakeholders. They also promote good information flow within the organisation.

Duties & Tasks

Public relations officers may perform the following tasks:

  • monitor public opinion regarding an organisation or particular issues
  • develop and implement communication strategies for an organisation and advise management on communication issues and strategies
  • plan public relations programs, including the preparation of cost budgets
  • present arguments on behalf of an organisation to government, other organisations and special interest groups
  • respond to enquiries from the public, media and other organisations
  • arrange interviews with journalists, prepare and distribute news releases, and make statements to the media
  • write, edit and arrange production of newsletters, in-house magazines, pamphlets and brochures
  • assist in preparing organisational documents such as annual reports, corporate profiles and submissions
  • write speeches, prepare visual aids and make public presentations
  • oversee production of visual (film or video), audio and electronic material, including managing websites
  • organise special events such as open days, visits, exhibitions and functions
  • conduct internal communication courses, workshops and media training
  • develop risk assessments and implement crisis and issues planning to ensure an organisation's reputation is maintained
  • plan, develop and manage brand identity
  • organise and manage events, exhibitions, conferences and product launches
  • procure sponsorship deals.

Specialisations

Publicity Agent

A publicity agent promotes, represents and finds employment for individuals and groups in occupations such as acting, music and sport.

Working Conditions

Public relations officers may have to work in the evenings or on weekends, and may be required to travel for business.

Personal Requirements

  • interested in people
  • good analytical skills
  • good oral and written communication skills
  • able to write concisely
  • good organisational skills
  • enjoy current affairs
  • able to work under pressure
  • aptitude for working with computers.

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