Profession public relations officer

Public relations officers represent a company or organisation to stakeholders and the public. They use communications strategies to promote an understanding of the activities and image of their clients in a favourable way.

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Personality Type

  • Enterprising / Artistic

Knowledge

  • Strategic planning

    The elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.

  • Diplomatic principles

    The practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitating compromise.

  • Market research

    The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.

  • Rhetoric

    The art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.

  • Forming of public opinion

    The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.

  • Corporate social responsibility

    The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.

  • Communication principles

    The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

  • Body language

    Notice and interpret the non-verbal signals that people send out with their body, including yourself.

Skills

  • Establish relationship with the media

    Adopt a professional attitude to respond effectively to the demands of the media.

  • Speak in public

    Address a group of listeners in a structured, deliberate manner to inform, influence or convince them.

  • Advise on public image

    Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.

  • Develop public relations strategies

    Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.

  • Advise on public relations

    Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.

  • Draft press releases

    Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.

  • Prepare presentation material

    Prepare the documents, slide shows, posters and any other media needed for specific audiences.

  • Perform interviews

    Research the context of the interview. Plan availability. Prepare yourself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.

  • Protect client interests

    Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.

  • Perform public relations

    Perform public relations (PR) by managing the spread of information between an individual or an organisation and the public.

  • Analyse external factors of companies

    Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.

  • Integrate strategic foundation in daily performance

    Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.

  • Develop communications strategies

    Manage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.

  • Conduct public presentations

    Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

  • Organise press conferences

    Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.

  • Use different communication channels

    Use various types of communication channels such as verbal, handwritten, digital and telephonic communication with the aim of constructing and sharing information and ideas.

Optional knowledge and skills

work closely with news teams use analytics for commercial purposes perform business analysis cost management psychological concepts content marketing strategy apply diplomatic principles build international relations government representation develop promotional tools develop professional network copyright legislation analyse internal factors of companies develop creative ideas coordinate advertising campaigns implement marketing strategies advise on communication strategies compile content build community relations keep up with the news company policies types of media give live presentation identify customer's needs build business relationships liaise with politicians speak different languages liaise with quality assurance plan marketing campaign social media management carry out forum moderation

Common job titles

  • Public relations coordinator
  • News, media & public affairs
  • Marketing & public relations associate @ witc new richmond campus
  • Pr and social media manager - full time
  • Communication associate
  • Public affairs officer
  • Community relations officer
  • Special projects coordinator (temporary)
  • Group communications officer-17237406