Page 152 - JobsPlus - Occupational Handbook

Public Relations Officer (PRO)
Occupation Code: 2432
Alternative titles: Public Relations Executive, Media Executive, Marketing and PR Executive, Communications Executive, Corporate Affairs Executive, Press Liaison Officer, Publicity Agent
Job description and duties
Public Relations Officers (PRO) plan and develop information, media and communication strategies that promote and safeguard the reputation of an organisation to the public, shareholders and employees. Typically part of the marketing team, a PRO is responsible for the reputation of the entity it is engaged by. A PRO may also be involved in crisis management, Corporate Social Responsibility (CSR) and employer branding.
Whilst advertising is nearly always paid for, Public Relations (PR) tends to be based on the opportunity for ‘free of charge’ visibility in the press, obtained through the number of contacts a PRO would have made through the years. A PRO is typically expected to:
• Create and execute publicity campaigns to promote a product, service or idea
• Present campaigns and budgets to external and/or internal clients (colleagues and senior management)
• Be the first point of contact for the press to communicate with the organisation and be the organisation’s spokesperson
• Liaise with a range of stakeholders particularly the press, VIP clients, government offices, regulators, internal clients (colleagues), suppliers, printers, designers and web developers and sponsorship partners
• Manage PR budgets
• Source PR opportunities in the media
(newspapers, TV, radio and appropriate
online portals)
• Research public opinion through market
research and monitor competitor activity and
compile press reports
• Write and edit content for print material (e.g.
newspaper articles, press releases), multiple online platforms (e.g. webpages, e-shots, social media posts), speeches and replies to journalists
• Monitor online campaigns, access analytics and compile reports
• Organise promotions and events for clients and the media (e.g. press conferences)
In corporate PR roles, PROs may also be involved in company announcements, writing annual reports, corporate social responsibility and sustainability
Work environment
PROs are required in most economic sectors and typically work within marketing departments
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