Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.
Duties
Public relations specialists typically do the following:
Write press releases and prepare information for the media
Respond to information requests from the media
Help clients communicate effectively with the public
Help maintain their organization's corporate image and identity
Draft speeches and arrange interviews for an organization's top executives
Evaluate advertising and promotion programs to determine whether they are compatible with their organization's public relations efforts
Evaluate public opinion of clients through social media
Public relations specialists, also called communications specialists and media specialists, handle an organization's communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.
Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does concerning that issue.
Press releases are increasingly being sent through the Internet and social media, in addition to publication through traditional media outlets. Public relations specialists are often in charge of monitoring and responding to social media questions and concerns.
Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.