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Occupation Details

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Public Relations Officer / Press Officer

Job Zone

Education
Most occupations in this zone require job specific training (vocational training) related to the occupation (NFQ Levels 5 and 6 or higher), related on-the-job experience, or a relevant professional award.

Related Experience
Previous work-related skill, knowledge, or experience is required for these occupations. For example, electricians typically complete four years of training in order to perform the job.

Job Training
Employees in these occupations usually need one or two years of training involving both on-the-job experience and informal training with experienced workers. A recognised apprenticeship program may be associated with these occupations.

Job Zone Examples
These occupations usually involve using communication and organisational skills to coordinate, supervise, manage, or train others to accomplish goals. Examples include restaurant managers, electricians, agricultural technicians, legal secretaries, hairdressers, and web developers.

€35k > 80 
PR Communications Manager
Salary Range
(thousands per year)*
€35 - 80 
Related Information:
Manager: 60 - 80
Executive: 35 - 50
Data Source(s):
Brightwater

Last Updated: May, 2014

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
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At a Glance... header image

Maintains good relations between a company and the general public.


Videos & Interviews header image

1Total Records: 2

Aoife Clarke
Project Manager  

Aoife Clark is a Project Manager in PR and Marketing with Lidl Ireland. She studied European Business and Transatlantic Studies in DCU, transferring to Boston to complete the final 2 years of her degree. She then embarked on a Postgraduate Diploma in Event Management with PR.

Go to Interview  
 
Pat O'Connor
Press Officer  
Go to Interview  
 

The Work header image

The main Public Relations function is to create and maintain mutual understanding between the organisation and the public it serves. This understanding can be achieved by various activities e.g. Press Liaison, Corporate Brochures, Annual Reports, Sponsorship and Event Management, the writing of press releases and internal newsletters/journals for the staff of the organisation, monitoring of newspapers, producing videos, organising events, etc.  
 
The work involves planning, organising and conducting activities that encourage dialogue about an organisation's reputation, policies, products and services.  
 
The Public Relations function may be carried out either by in-house expertise or through a consultancy. 


Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation

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Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.

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Write interesting and effective press releases, prepare information for media kits and develop and maintain company internet or intranet web pages.

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Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.

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Assign, supervise and review the activities of public relations staff.

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Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.

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Respond to requests for information about employers' activities or status.

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Manage communications budgets.

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Direct activities of external agencies, establishments and departments that develop and implement communication strategies and information programs.

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Draft speeches for company executives, and arrange interviews and other forms of contact for them.

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Evaluate advertising and promotion programs for compatibility with public relations efforts.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.

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Communicating with Persons Outside Organization:  Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

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Establishing and Maintaining Interpersonal Relationships:  Developing constructive and cooperative working relationships with others, and maintaining them over time.

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Organizing, Planning, and Prioritizing Work:  Developing specific goals and plans to prioritize, organize, and accomplish your work.

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Communicating with Supervisors, Peers, or Subordinates:  Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

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Provide Consultation and Advice to Others:  Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.

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Thinking Creatively:  Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

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Performing for or Working Directly with the Public:  Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.

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Making Decisions and Solving Problems:  Analyzing information and evaluating results to choose the best solution and solve problems.

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Updating and Using Relevant Knowledge:  Keeping up-to-date technically and applying new knowledge to your job.

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Getting Information:  Observing, receiving, and otherwise obtaining information from all relevant sources.


Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.

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English Language:  Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

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Customer and Personal Service:  Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

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Communications and Media:  Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

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Sales and Marketing:  Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

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Administration and Management:  Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.


Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.

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Speaking:   Talking to others to convey information effectively.

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Coordination:   Adjusting actions in relation to others' actions.

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Monitoring:   Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

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Writing:   Communicating effectively in writing as appropriate for the needs of the audience.

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Persuasion:   Persuading others to change their minds or behavior.

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Active Listening:   Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

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Reading Comprehension:   Understanding written sentences and paragraphs in work related documents.

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Social Perceptiveness:   Being aware of others' reactions and understanding why they react as they do.

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Judgment and Decision Making:   Considering the relative costs and benefits of potential actions to choose the most appropriate one.

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Critical Thinking:   Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Personal Qualitiesheader image

Employers look for skills in negotiation, public speaking and the ability to co-operate with other members of a team. Good communication and interpersonal skills are necessary attributes of a Public Relations Officer. You must have the capacity to speak and write clearly and persuasively, and a level of numeric computation sufficient to cope with budgeting.  
 
An understanding of design, layout and printing, as well as some knowledge of film and video presentation techniques is an advantage. Creativity and a good imagination are also desirable in a Public Relations Officer.


Further Informationheader image

A detailed description of this occupation can be found on a number of online databases. Follow the link(s) below to access this information:

Note: you will be leaving the CareersPortal Site

Go..Image Consultant - from:  N.C.S. [UK]
Go..Press and PR Manager - from:  icould [UK] Video
Go..Press Officer - from:  icould [UK] Video
Go..Press officer - from:  GradIreland
Go..Public Affairs Manager - from:  icould [UK] Video
Go..Public Relations Officer - from:  N.C.S. [UK]
Go..Public relations officer - from:  GradIreland
Go..Publicity Officer - from:  icould [UK] Video

Related Occupationsheader image

Contactsheader image

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Organisation: Public Relations Institute of Ireland
  Address: 78 Merrion Square, Dublin 2
  Tel: (01) 661 8004
  Email: Click here
  Url Click here

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Organisation: Irish Academy of Public Relations
  Address: PO Box 11528, Blackrock, Co. Dublin
  Tel: (01) 278 0802
  Email: Click here
  Url Click here

 

Job Search


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Career Guidance

This occupation is popular with people who have the following Career Interests...


...and for people who like working in the following Career Sectors:

Advertising, Marketing and Public Relations
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