ADD ADVICE TO FAVPublic relations officer
Public relations officers work either in house for large companies or in public-relations consultancies
What public relations officers do
- develop and sustain the mutual understanding between an organisation and its public
- use all forms of media and communications to project and protect the appropriate image
- write promotional material and press releases
- produce brochures, leaflets and videos
- organise press briefings and news conferences
- attend or set up exhibitions and conferences
- project-manage product launches
- carry out research and evaluations of published materials, interviews and surveys
- may promote a company’s image by arranging charitable donations or sponsorship of events.
Key skills
- written and verbal communication skills
- organisation and flexibility
- ability to form relationships with clients
- public speaking
- negotiating skills
- confidence and discretion
- time-management
- ability to prioritise and multitask
- discretion.
Training to be a PR officer
It is usual to train on the job. Some large consultancies have graduate training programmes. Other employers encourage trainees to obtain qualifications awarded by the Chartered Institute of Public Relations or the Communication Advertising and Marketing Education Foundation.
Salaries
Salaries can start at £12,000 to £25,000, although with eight years’ experience it is possible to achieve managerial status and a salary of £30,000 to £50,000. With 15 years’ experience you can earn around £100,000.
