Public Relations Position Description

Public relations (PR) associates share information with the community or public on behalf of their client's message or mission. PR positions will convey news or happenings within the company, usually in a positive light, but can be responsible for crisis management as well. They may also work in a marketing department to create campaigns for client publicity.

Public Relations is often the voice of a company or client and speaks on its behalf to the media.

PR Duties and Responsibilities

Public relations consists of developing, implementing and publicizing a PR program or plan designed to benefit the client. It should promote the company vision and create awareness of the client. The PR position is the voice of the client or company, and not only communicates with the community and media but also represents the company to the government, the industry and often employees as well.

PR representatives write and release press statements about their company, including new hires or promotions, new product releases, new strategies or exclusive awards to the company. These releases go to newspapers, radio, broadcast stations like television or public access, social media, and industry outlets such as magazines or journals. Public relations personnel can also be involved in marketing through media campaigns following the release of press kits that provide recipients with releases, collateral and products from the client

Careers in PR

Public relations can take on many titles. Some of the common PR careers are identified as communications officer, public relations manager or director, director of development, and marketing and community relations positions.

Communications positions within PR may include those producing internal or external publications such as newsletters or annual reports. They may also compile industry experts for speaker's bureaus or panels.

Directors, managers or associates of public relations are often responsible for releasing news and information to the media or community using press releases to newspapers, television stations or radio. They may also speak as the company's representative at community engagements.

Development and marketing positions are most often working closely with the PR department on fund-raising through either giving programs or advertising and marketing campaigns to create awareness for the company or client.

All of these positions can be found within medium to small companies such as corporations, hospitals, political organizations, nonprofit companies and financial institutions. Government entities may have spokespersons or community relations positions.

Background and Education

A bachelor's degrees in public relations through the Communications Department is the most typical for PR careers. Master's degrees are available but are typically in PR management or corporate public relations. Public relations can be taught as a career as well and most teachers have extensive backgrounds in a PR agency or firm and have firsthand knowledge of the training and experience needed for a PR career.
There are often local chapters of national PR societies that can aid in additional certification or education. One must be an excellent writer both for the printed word and spoken word. Public relations requires creativity and flexibility, innovation and initiative.

Salary Expectations

Salary for PR careers ranges from $32,000 for beginning associates but can double over time and through experience to $60,000.

Client-based PR, such as a publicist for a celebrity or high-profile personality, may command a much higher pay rate, but those careers demand a constant representation of the client including his or her appearances, scheduling, promotions, contractual agreements and crisis management.

Benefits

Public relations careers are very creative and require working with an array of clients and staff. Working in public relations can afford staff entry into high-profile events and parties, as well as involvement in exclusive campaigns with popular clients.

Challenges

Public relations is a very erratic career. There is very little scheduled time and PR reps are often on the move from client to client or even from event to event. Some public relations specialists are on call for their clients at all times.

References

• Public Relations Managers Job Description
• Job Descriptions, Definitions Roles, Responsibility: Public Relations Specialists