A public relations (PR) officer often works in-house and can be found in both the private and public sectors: from the utility and media sectors to voluntary and not-for-profit organisations. Some PR officers may be based in consultancies.
The role is very varied and will depend on the organisation and sector. Tasks typically involve:
- planning, developing and implementing PR strategies;
- liaising with colleagues and key spokespeople.
- liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email;
- researching, writing and distributing press releases to targeted media;
- collating and analysing media coverage;
- writing and editing in-house magazines, case studies, speeches, articles and annual reports;
- preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes;
- devising and coordinating photo opportunities;
- organising events including press conferences, exhibitions, open days and press tours;
- maintaining and updating information on the organisation’s website;
- sourcing and managing speaking and sponsorship opportunities;
- commissioning market research.
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