Public relations officers (also known as public relations account executives) plan and develop PR strategies for brands, individuals and organizations. As part of this, they will identify target audiences, and then develop and share information that\xe2\x80\x99s tailored to audience preferences. Some PR officers handle crisis communications, dealing with negative information about a client and aiming to protect their reputation. Some PR officers work in-house and focus on projects and campaigns for their own employer, while others are employed by agencies (or are freelance) and work with several clients. PR is considered part of the \xe2\x80\x98marketing mix\xe2\x80\x99 \xe2\x80\x93 all of the activities a brand needs to do to promote its services or products. PR officers, whether in house or based with an agency, are likely to work with other communications professionals, such as marketing teams, designers and copywriters. Typical duties include:
Planning publicity strategies and campaigns.
Writing and producing presentations, articles, press releases and social media posts.
Designing or project managing the production of visual communications and digital content.
Dealing with enquiries from the public, the press, and related organizations.
Organizing and attending promotional events such as press conferences, open days, exhibitions, tours and visits.
Speaking publicly at interviews, press conferences, and presentations.
Providing clients/colleagues with information about new promotional opportunities and current PR campaigns\xe2\x80\x99 progress.
Analysing media coverage.
Commissioning or undertaking relevant market research and data analysis.
Coordinating and analyzing the success of online advertising.
Keeping records of progress, budgets and timescales, and keeping clients/colleagues up to date with these.
Working hours could be irregular when deadlines are approaching or if you\xe2\x80\x99re involved in events. You may also need to be on call (available to respond to emergencies outside working hours) at times \xe2\x80\x93 for example, if a client needs urgent advice to handle negative publicity. Key skills for public relations officers
Excellent communication skills both orally and in writing.
Excellent interpersonal skills.
Presentation skills.
The ability to prioritise and plan effectively.
Digital media skills, such as graphic design, video editing and blog administration.