Public relations (PR) is all about maintain the image and reputation for the company or brand, in the form of press releases, establishing sponsored content in magazines and newspapers, or even schmoozing clients and organising events.

PR officer jobs

PR officers tend to work directly for the companies they are representing, rather than working for PR agencies, often in the Communications Team, Communications Department or press office. They monitor publicity and use multiple communications channels and media platforms to promote their company’s image and brand.

PR officers conduct extensive research and planning, implementing and managing public relations strategies. They liaise with internal and external stakeholders and business associates, such as employees, senior management teams, media professionals and advertising and marketing agencies. They also prepare and distribute PR materials, such as press releases, brochures, posters, advertising campaigns and company reports.

They are often responsible for maintaining and updating internal and external communication portals, such as newsletters, websites and social networking pages. They could also be in charge of coordinating press conferences, open days, speeches from senior managers, company visits and community projects, and responsible for handling bad publicity if it threatens the company’s reputation.

PR account executive jobs

PR account executives work at agencies, and aim to generate a buzz around their clients and promote the positive image of the company or individual they are representing across different media outlets, including print, online and broadcast media channels. If their client is launching a new product or service, or just wants to enhance their public profile, PR account executives aim to get them plenty of exposure across the internet, TV, radio, newspapers and magazines. 

Each PR account executive handles a client portfolio, directing their PR efforts and strategies towards their client’s specific target audience. Those going into this side of the industry could end up specialising in business-to-business (B2B), business-to-customer (B2C), music, financial, healthcare or sports PR.

A PR account executive will discuss strategies with their client. after which they design and implement PR campaigns in accordance with the client’s requirements. In order to implement a successful PR campaign, PR professionals need to cultivate relationships with influential contacts in the press and broadcast media, s well as collaborating effectively with external business partners, such as advertising agencies.

PR account executives monitor media coverage and report back to their clients via email, over the phone and through presentations. Moreover, you’ll be improving and revising current PR initiatives and managing various other elements of successful PR campaigns, such as press releases and product launches. They are responsible for managing the public perception of clients, speaking on their behalf from time to time, and clarifying their positions on certain critical issues. Occasionally, PR account executives will also be called on to take control of predicaments and problems that derive from any negative publicity.

PR apprenticeships

There are Higher Apprenticeships (Level 4) in PR available, for school leavers with A-levels. This is a higher level apprenticeship in public relations. You could train in roles like: PR assistant, junior account executive, press officer and digital communications officer.

School leavers could also look at the PR  courses on offer at further education college and university. 

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