Public Relations job description

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The world of public relations is exciting and one which can be in advertising, television and print media or corporate communications. The latter provides the greater security, especially if working in the public relations department of an international blue chip company. Good writing skills are important as press releases have to be succinct, eye catching and interesting.
Most companies have a public relations department, so this is an avenue worth exploring. In advertising, the emphasis is on getting the best story out to the media, working accounts and keeping good relationships with advertising agencies and the press. People skills are vital, and being able to adapt to sudden changes in strategy are also important.
Representing an individual is another sphere of the work, and maybe the most rewarding financially. Being able to put a good spin on a story for a client is the real essence of the job, and if necessary to turn negative publicity into positive publicity without making it too obvious. PR executives can get up to £30,000 a year, with in-house press officers attracting less.

Description

Public Relations (PR) area is required in any company to maintain mutual understanding and goodwill between an organisation and its people, including suppliers, shareholders, customers, and staff members. People working in this area are public relations officers that can work in PR consultancies or in-house PR. Their duties are related to corporate identity, media relations, programme planning, special events, production, corporate identity, among others.

Public Relations officers usually perform many of the following tasks:
• Organising news conferences.
• Creating reports.
• Maintaining organisation’s identity.
• Developing good working contacts.
• Writing press releases.

Skills

• Having high attention to details
• Having good interpersonal abilities.
• Being creative.
• Being able to work under pressure.
• Being able to work with a team.
• Having analytic skills.
• Being proactive.
• Having IT skills.
• Being able to understand client´s needs.
• Having good written and spoken communication abilities.

Education

Public Relations job placements require candidates with a degree in the same area, but there are other subjects that are welcome for this sector such as English, journalism, media studies, communications, and marketing. There are some people working in this area without academic qualification, but they have relevant work experience from other positions in the same organisation.

Minimum requirements for courses of this sector are GCSE’s/S grades (A-C/1-3) and A levels. There are other accepted qualifications such as an International Baccalaureate, BTEC/SQA, and the Scottish Group Award.

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