Public Relations officer

If you’re smart and outgoing, enjoy meeting people, have loads of self-confidence, an understanding of human psychology, enthusiasm for motivating people and a flair for media relationships, public relations may be just the field for you.

Public relations (PR) is often confused with advertising.  It is, however, a distinct branch of communication and involves informing and educating the public about the activities or philosophy of an organization.  Read on for more insight into the world of PR.

Significant points

Creativity, initiative, good judgment and the ability to express thoughts clearly and simply are essential.  Decision-making, problem-solving and research skill are also important.

Opportunities should be best for graduates who combine their certificates in journalism, public relations, advertising or other communication-related fields with public relation as work experience.

Nature of the work

Public relations officers handle organizational functions such as media community, consumer and governmental relations (political campaigns;  interest-group representation;  conflict mediation;  or employee and investor relations).  However, public relations is more than just ‘telling the organization’s story. 

Understanding the attitudes and concerns of consumers, employees and various other groups is also a vital part of the job. 

To improve communications, public relations officer establish and maintain co-operative relationships with representatives of community, consumer, employee and public interest groups and those in print and broadcast journalism.

Working Conditions

Some public relations officers work the standard 35-40 hour week, but unpaid overtime is common.  Occasionally, they have to be at the job or on call around the clock, especially if there is an emergency or crisis. 

Their offices are busy places, work schedules can be irregular and frequently interrupted.  Schedules often have to be rearranged to meet deadlines, deliver speeches, attend meetings and community activities and travel out of town.

Employment

Public relations officers are concentrated in large cities where press services and other communications facilities are present.  You’ll also find them anywhere where business and trade offices are situated.  Many public relations officers have their own consultation businesses.

Training, Qualifications and Advancement

Although there are no defined standards for entry into a public relations career, a certificate combined with experience, usually gained through internship, is considered excellent preparation for public relations work.  The ability to write and speak well is essential.

Formal Training

This is done at a technikon.  It takes two years, plus one year for practical experience.  A diploma is awarded in Public Relations.  The Bachelor of Arts in Public Relations is granted as three-year degree at an University.  The curriculum includes; public relations principles and techniques, public relations management and administration, including organizational development, writing proposals and many more.

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