In Summary - Public Relations Officer / Press Officer
Public Relations Officer / Press Officers typically work in the following Career Sectors:
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The Work - Public Relations Officer / Press Officer
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.
Most commonly reported Work Tasks
- Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
- Write interesting and effective press releases, prepare information for media kits and develop and maintain company internet or intranet web pages.
- Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
- Assign, supervise and review the activities of public relations staff.
- Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
- Respond to requests for information about employers' activities or status.
- Manage communications budgets.
- Direct activities of external agencies, establishments and departments that develop and implement communication strategies and information programs.
- Draft speeches for company executives, and arrange interviews and other forms of contact for them.
- Evaluate advertising and promotion programs for compatibility with public relations efforts.
Most commonly reported Work Activities
- 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.
- Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
- Organizing, Planning, and Prioritizing Work Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Identifying Objects, Actions, and Events Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
- Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- 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.
Interests - Public Relations Officer / Press Officer
This occupation is typically suited for people with the following Career Interests:
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.
The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.
Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.
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.
Entry Requirements - Public Relations Officer / Press Officer
Pay & Salary - Public Relations Officer / Press Officer
Salary Range (thousands per year)* 25k - 75k
Manager: 40 - 75
Executive: 25 - 45
Officer: 25 - 45
Sigmar / Brightwater / CPL / Hudson / Abrivia
Last Updated: February, 2017
* 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.