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 their 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 programmes, 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 media releases, and liaise with and make statements to the media
- write, edit and arrange production of newsletters, in-house magazines, pamphlets and brochures
- assist with preparing organisational documents such as annual reports, corporate profiles and submissions
- write speeches, prepare visual aids and make public presentations
- oversee production of visual, 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 management plans 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.
A publicity agent promotes, represents and finds employment for individuals and groups in occupations such as acting, music and sport.
Public relations officers may have to work in the evenings or on weekends, and may be required to travel for business.
- interested in people
- good analytical skills
- good oral and written communication skills
- able to write concisely
- good organisational skills
- interested in current affairs
- able to work under pressure
- aptitude for working with computers.