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Public Relations Officer

The public relations officer (PRO) is the chief person responsible for all communications, public relations, and public affairs in an organization. He/She runs a team that will work on setting the right image for the company’s brand among its audience. The PRO with the help of his team is responsible for conducting and managing all PR Events and Media Relations for an organization. 

Field of Public Relations

This field manages the brand image of individuals and organizations by building a reputation through the media. It does this through promotional activities, campaigns, and media relations.


What to expect from the role

  • Hands-on experience in creating innovative campaigns to engage with the public and media.
  • Exposure to marketing campaigns and media relations.
  • Learning how to organize, multitask and manage time.
  • Learn on the job regarding the best practices in public relations.
  • Exposure to the field of public relations and its various responsibilities.


Responsibilities

  • Create with innovative and engaging public relations and media campaigns.
  • Collaborate with other teams such as marketing and designers to create promotional content.
  • Write, edit and review all media content and press releases.
  • Handle any PR related issue that may arise.
  • Maintain good relationships with media houses.
  • Organize PR activations to promote the company’s image and serve as the spokesperson.
  • Focus on marketing the company through partnerships and advertising.
  • Keep up with media and audience opinions regularly.
  • Study PR trends and use best practices.
  • Regularly submit PR reports.


Requirements

  • Bachelor's degree in Public Relations, Journalism or related field.
  • Prior experience with media or public relations.
  • Experience with PR campaigns and media management.
  • Excellent writing, oral presentation and communication skills.
  • Basic knowledge of computers and writing software (MS Office).
  • A strong presence of mind and analytical skill.
  • Keen attention to detail.
  • Calm mind in a sometimes stressful environment.


Average Salary

On average $64,255 per annum.

Source - seek.com.au

Career Path

Public Relations Officer is an intermediate level job. It is the role responsible for devising PR campaigns and strategies to boost the image of the organization in the eyes of the public. It also includes tasks like engaging with media, releasing statements and networking with other professionals from different fields. Here are a few steps you can take towards this job:

  • Bachelor's degree in Public Relations, Journalism or related field.
  • Masters in similar fields.
  • 1-5 years experience in the field of PR.


Career Progression

With appropriate experience in this job role, you can advance to other jobs in public relations such as:

  • Public Relations Manager
  • Social Media Manager
  • Head of Communications
  • Senior Account Executive
  • Account Manager


Sample Questions

Personal
  • What do you love about Public Relations?

  • Which skills and qualities do you have which will help you with this job?

  • Where do you see yourself in 5 years?

Human Resources
  • How would you respond to an employee violating the company rules?

  • What do you look for in an employee before hiring them to your team?

  • Would you be okay with working on short notice?

Management
  • Do you work better as a team player or a lone worker?

  • How would you describe your management style?

  • How do you measure the effectiveness of any campaign?

Technical skills and knowledge
  • What are the advantages and disadvantages of hiring a PR firm or agency?

  • Which media houses do you follow and why?

  • How would you handle a PR mishap?