A public relations (PR) officer often works in-house and can be found in both the private and public sectors. Some PR officers may be based in consultancies.

The role is very varied and will depend on the organization and sector. Tasks typically involve:

Planning, developing and implementing PR strategies

Liaising with colleagues and key spokespeople

Liaising with and answering enquiries from media, individuals and other organizations, often via telephone and email

Researching, writing and distributing press releases to targeted media

Collating and analyzing media coverage

Writing and editing in-house magazines, case studies, speeches, articles and annual reports

Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmers;

Devising and coordinating photo opportunities

Organizing events including press conferences, exhibitions, open days and press tours

Maintaining and updating information on the organization’s website

Sourcing and managing speaking and sponsorship opportunities

Commissioning market research

Fostering community relations through events such as open days and through involvement in community initiatives

Managing the PR aspect of a potential crisis situation