Public Relations Officers foster and maintain a positive public image for their organisation or client. They manage a company’s communications and interactions with the public, be they consumers, media outlets or investors.In government, people holding this position are titled Press Secretary and are tasked with informing the public of the opinions, activities and policies of government agencies and officials.
Understanding the concerns, behaviours and priorities of groups that the Public Relations Officer is communicating with is a vital part of the role. This enables them to identify, examine and anticipate social, political or economic trends, and develop strategies to improve the public’s perception of their company based on these trends.
The Public Relations Officer drafts press releases and liaises with broadcasters and media professionals. They also provide sponsorship of people and events in order to enhance the public image, promote the identity and clarify the goals and views of their company or client.