Pure Potential

All About Careers - Public Relations

Public Relations is vital for those in the public eye. An increasing number of companies, from leading law firms and retail giants to small advertising companies, have in-house PR departments or employ the services of PR agencies. Many PR agencies also count individuals such as film stars, politicians or celebrity chefs as clients.

With the rise of internet and social media sites such as Facebook and Twitter, companies and individuals are increasingly dependent on PR departments or PR agencies to manage their public image, reputation and profile. PR officers work to generate exposure and publicity, acting as a go-between when interacting with the media. After all, reputation is everything!

So what are the main roles in PR? You have your PR account executives who aim to generate a buzz around their clients and promote a positive image of the company or individual they are representing. They implement PR campaigns and cultivate relationships with influential contacts in the press and broadcast media. A public relations officer’s role is to promote their company’s image and brand. They might coordinate press conferences, conduct research, plan and implement public relations strategies.

To work in PR, you need an arsenal of skills. Networking is by far one of the most essential skills for someone working in this industry, especially as you need to be able to sell your company or client to others during meetings, press conferences and industry events. A way with words is certainly a useful skill to have, particularly when putting together press releases, brochures and ad campaigns. The PR industry is incredibly competitive; therefore a degree is pretty much essential. Above all, you should be highly organised, energetic and have excellent communication skills.

www.allaboutcareers.com