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Public Relations Officer

POSITION SUMMARY

Public Relations Officers maintain the good image of a brand or company using proactive marketing. This can include anything from developing commercial advertisement campaigns to conducting grassroots promotion.

Public Relations Officers must stay on top of current events in the world in order to effectively maintain a good brand image. Much of their daily work involves coordinating company reactions to current events and developing campaigns around them.

RESPONSIBILITIES

Public Relations Officer responsibilities may include:

  • Speak at press conferences.
  • Attend promotional events.
  • Respond to inquiries from the press.
  • Draft press releases.
  • Analyze media coverage.

 

SKILLS

Consumers do business with brands that they like. To ensure that a brand maintains a good image with its fan base, a skilled Public Relations Officer will:

  • Maintain professionalism at all times.
  • Possess excellent interpersonal skills to get buy in from other departments.
  • Think creatively to proactively develop a brand’s image.
  • Stay up-to-date on current trends.
  • Stay on top of all marketing channels.


QUALIFICATIONS

Entry level positions typically require a Bachelor’s Degree in public relations, communications, or a related field. Additionally, many employers will usually want clients with prior experience, which can be gained through internships or a public relations society. For those seeking management positions, an MBA is required.

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PUBLIC RELATIONS OFFICER INTERVIEW QUESTIONS

  • What does public relations mean to you and why?

  • How do you measure the results of a PR campaign?

  • Have you ever had to handle a PR crisis? Walk me through the situation and what you did to contain it.

  • How would you communicate with a reporter?

  • Can you describe to me the difference between public relations and advertising?

  • How do you use social media to help your clients?

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