PUBLIC RELATIONS OFFICER'S RESPONSIBILITIES

Public relations (PR) is about managing reputation. A career in PR involves gaining understanding and support for clients, as well as trying 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.

PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation's stakeholders. They then report and explain the findings to its management.

Responsibilities

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. Tasks often 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;
• managing and updating information and engaging with users on social media sites such as Twitter and Facebook;
• 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.

Salary

• The average salary range for a public relations (PR) executive or assistant is around £18,000 to £20,000. This is a typical graduate entry-level role for those looking to become PR officers.
• Average starting salaries for PR officers can range from around £22,000 to £28,000.
• With a few years' experience, salaries can increase to £30,000+.
• Senior management positions, such as PR director/head of corporate affairs can range from £40,000 to £100,000+.

Salaries in PR vary depending on the setting and the region. For example, pay is typically higher in the private sector. Apart from the public sector, there are generally no set salary scales, and initial starting salaries can be modest.

Salaries are usually higher in London and the South East.

Some organisations operate bonus schemes, while others may offer other incentives such as private health insurance or a company car. You may also be provided with a laptop and/or mobile phone.

Income figures are intended as a guide only.

Working hours

Working hours are generally 9am to 5pm but can often increase depending on workload, with some unsocial hours. PR officers may have to attend events in the evening or be on call at weekends in order to deal quickly with the PR aspect of a crisis.

Self-employment and freelance work are possible, although this is more common for experienced PR professionals. Career breaks and part-time work are possible as well.

What to expect

• PR officers are generally office based but may be required to attend networking and media events as well as meetings with clients, suppliers and partner organisations.
• At an early stage, PR officers can expect to work closely with a wide variety of clients, key spokespeople and managers, often at senior level.
• The numbers of men and women working in the PR industry are roughly equal, although the number of women occupying senior positions is still significantly lower.
• The PR industry has a wide geographical spread throughout the main commercial centres in the UK, with openings often occurring in all regions. However, there is a heavy concentration in and around London.
• Dress is generally smart.
• PR professionals often need to be flexible, as they may be expected to network and socialise with clients, the media and colleagues to build and maintain relationships. Social and working life may become slightly intertwined.
• There is frequently a need to travel during the working day, and occasional overnight absences from home are required. The role may require international travel, depending on the organisation.

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