Jobs in Public Relations
Public relations is a broad term that covers a range of tasks designed to represent an organization to its stakeholders. Although there are several types of public relations jobs, the size of the company and nature of the communications challenge will determine what kinds of jobs are available. Large companies may devote teams to each category while smaller organizations may have one individual responsible for all public relations aspects.
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Media Relations
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Representing an organization to the news media is one of the better known aspects of public relations. Some of the more familiar tasks of media relations include responding to reporter inquiries, pitching news stories to journalists, as well as organizing and running news conferences. Media relations specialists also monitor news trends impacting their industry and track both the quantity and quality of news coverage related to their organization. Often, media relations specialists will train other organizational representatives how to successfully respond to reporter questions.
Crisis Communications
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Crisis communication specialists defend an organization's reputation and manage the information flow when an organization is faced with a damaging incident, such as an accident, reports of misconduct or any other event that disrupts the normal flow of business. Prior to an incident, crisis communicators monitor issues within the industry or company that could become a disaster and develop response plans which anticipate a range of needs from acquiring additional public safety personnel to identifying space that could become a temporary news room. Crisis communications specialists typically work in conjunction with organizational leadership.
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Spokesperon
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Spokespeople balance industry or company knowledge with solid public speaking and news interview skills. While a media relations specialist can provide background information to reporters, the spokesperson is the company representative tasked with being the "on the record" face and voice of the organization. Spokespeople are trained to handle different interview formats, such as print and television, as well as different types of interview questions, including those that are friendly and hostile. Effective spokespeople make themselves accessible to the news media outside of normal business hours.
Writer
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Content development, or writing, is an integral aspect of any public relations effort. Public relations writers are responsible for a variety of writing tasks including speeches, annual reports, online content, press releases, blog posts, newsletters and opinion editorials. No matter the project, effective public relations writing is engaging, clear, concise and error free.
Researcher
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If media relations is the public relations job that comes to mind, research may be the last because of it's behind the scenes. Public relations researchers are responsible for collecting and analyzing data that guides communication efforts. Public relations researchers may develop focus groups, surveys or conduct content analysis or interviews and then make recommendations based on the data collected.
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References
- Bureau of Labor Statistics: Occupational Outlook Handbook, 2010-11 Edition: Public Relations Specialists
- Free Management Library; Public Relations, Media Relations and Reputation Management; Carter McNamara
- Hell's Kitchen Online; Managing the Media: A Guide for Activists; Carol Fennelly
- Institute for Public Relations: Crisis Management and Communications; W. Timothy Coombs, Ph.D.; October 2007
- ChampAcademy: Spokesperson Training
- Institute for Public Relations: Institute for Public Relations Research
- Photo Credit The Corporation image by Benmm from Fotolia.com
