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Functions of The Public Relations Officer

- Public relations officers represent organizations to manage their reputation and influence public opinion through strategic communications. - Their responsibilities include developing PR strategies, writing and distributing press releases, coordinating media relations, organizing events, and crisis management during unexpected events. - They aim to build goodwill and understanding between organizations and key audiences through various media and by cultivating relationships with journalists and stakeholders.

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Amir Mughal
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61 views

Functions of The Public Relations Officer

- Public relations officers represent organizations to manage their reputation and influence public opinion through strategic communications. - Their responsibilities include developing PR strategies, writing and distributing press releases, coordinating media relations, organizing events, and crisis management during unexpected events. - They aim to build goodwill and understanding between organizations and key audiences through various media and by cultivating relationships with journalists and stakeholders.

Uploaded by

Amir Mughal
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Functions of the Public Relations Officer

A public relations officer represents an organization or company as the face that the media sees. Most
public relations officers have bachelor's degrees in fields such as journalism, public relations or
communications. A public relations officer must be content working during tedious days but always ready
for a media firestorm following an unexpected crisis.

Crisis Manager
Organizations rely on their public relations officers to handle media inquiries during a crisis. For
example, if someone dies on the job or if a company's new stock offering fails to generate interest, the
public relations officer must have a plan in place for handling media questions and portraying his
organization in the best way possible.

Media Contact
A public relations officer is the media's main contact for news about an organization or company. The PR
officer writes press releases for the media about upcoming events, and cultivates relationships with
members of the local and national media. The PR officer might also host media conferences when special
events happen. For example, an officer might host a press conference after a university researcher makes
a big discovery, or he might hold a press event honoring the opening of his company's newest office.

Marketing
A public relations officer is also in charge of communicating information about her organization to the
community. Her job involves creating publications that the community or members of her organization
will read, and generating interest in attending company-sponsored events.

Budget and Management


Some public relations officers oversee an entire communications department. These individuals must also
be in charge of their department's budget, making sure hosted events and media outreach efforts are not
too costly. They oversee people who work in their department, which may include writers, secretaries or
graphic artists. They participate in workshops to stay up-to-date on their field and help their staff succeed.

 Public relations (PR) is about managing reputation. This career field aims to gain understanding
and support for clients as well as to influence opinion and behaviour.
 PR officers use all forms of media and communication to build, maintain and manage the
reputation of their clients. These range from public bodies or services to businesses and voluntary
organisations. They communicate key messages, often using third party endorsements, to defined
target audiences in order to establish and maintain goodwill and understanding between an
organisation and its public.
Typical( work) activities
A 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.

 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;
 Fostering community relations through events such as open days and through involvement in
community initiatives;
 Managing the PR aspect of a potential crisis situation.

The work
 Planning PR campaigns and strategies
 Monitoring the public and media's opinion of your client or employer
 Writing and editing leaflets, brochures, press releases, speeches, newsletters, websites and social
media
 Arranging and representing the company at events like press launches news conferences,
exhibitions, open days and sponsorship
 Developing good working relationships with the media
 Arranging for advertising or promotional films to be produced
 Public speaking at presentations, conferences or radio and TV interviews.
 You could also get involved with your local community to make sure that the company you work
for is represented in a good light. This may include sponsoring corporate events or getting
involved in fundraising for local charities.
 You may also be known as a communications officer, media relations officer or press officer.

• Program planning:
Analyzing problems and opportunities; defining goals; recommending and planning activities and
measuring results; liaising with management and clients throughout.
• Writing and editing:
since public relations often involves trying to reach large groups of people, the method most often used is
the printed word. PR officers work on shareholder reports, annual reports, press releases, articles and
features, speeches, booklets, newsletters.
• Media relations:
Developing and maintaining a good working contact with the media. This involves applying knowledge
of how local and national papers, magazines, radio and television work as well as the special interests of
journalists.
• Corporate identity:
developing and maintaining an organization’s identity via corporate advertising, presenting the company's
name and reputation rather than its products.
• Speaking:
communicating effectively with individuals and groups at events ranging from small meetings to
presentations, speeches, trade fairs, and other special events.
• Production:
brochures, reports, film and multi-media programs are important means of communication. PR officers
also coordinate studio or location photography.
• Special events:
news conferences, exhibitions, facility celebrations, open days, competitions and award programs are all
used to gain the attention of specific groups. PR officers are often called on to plan and execute large
events for their companies or clients.
• Research and evaluation:
the first activity undertaken by a public relations practitioner is usually analysis and fact gathering.
A PR programs should be evaluated as a continuing process and measurement is used to decide future
strategy

What does Public Relations Accomplish?


There are many objectives that may be achieved through expert public relations activity. Any one of them
,any group of them, or all of them may be the basis for accompany ‘s public relations program.
Professional public relations direct every activity toward reaching a selected objective; extraneous efforts
are avoided – mere volume of press clippings is meaningless. Objectives that may be sought include:

 Prestige or favorable image and its benefits.


 Promotion of product and sales, idea and rewards.
 Goodwill of Employees.
 Prevent and solve Labor problem.
 Goodwill of stock / shareholders.
 Overcoming misconceptions and prejudices against the Company/group/organization.
 Goodwill of customers/consumers. – Formulation and guidance for making policies.

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