A public relations officer’s main job is to represent a company or individual in a reputable and profitable way. The goal of a public relations officer is to advocate for her client to the general public. Public relations officers use techniques such as press kits, campaigns and events.
As a public relations officer one of your duties is to build a relationship with journalists. You will constantly be handling media relations for your client. Established relationships with well-connected people in the media industry make this job easier and help ensure that journalists will write well-balanced, accurate and informative articles about your employer.
Public relations officers need excellent speaking and writing skills. One of the many duties of a public relations officer is writing press releases showcasing clients. These press releases or kits are sent to media members to create a buzz around whatever issue or person the PR person represents. Much celebrity gossip is started by a public relations specialist who wants to create publicity for a client.
Manage Events and Programs
Another duty of a public relations officer is to arrange events and programs that will bring exposure to a person or organization. This part of the job involves getting your clients' ‘face’ out in the public through a variety of different programs. For example, a public relations officer who is representing a celebrity might get his client on a reality TV show for exposure or a part in a big film. A public relations officer who is representing an author might have the writer go on a national book signing tour or schedule him for speaking engagements.
Type of Organization
The duties of a public relations officer will depend heavily on the type of organization for which you work. If you work at a large PR firm, a senior manager will usually oversee all aspects of the job while other tasks are split among public relations officers. At a smaller firm, a public relations officer will most likely handle all tasks.