Career Guidance for Public Relations Officer: Eligibility, Roles, Responsibilities & Top Recruiters
The role of a Public Relations Officer is to maintain a positive image of a company and promote brand image. If you are also interested in Public Relations, read on to know all about a career in Public Relations.
Career Guidance for Public Relations Professionals - Media is a field that offers many many job opportunities on a wide range of pay scales. While there is a huge demand for journalists, copyeditors, and editors in areas like print media, electronic media and digital media, the need for suitable professionals for video editing, sound recording, production and direction has always been felt from big screen to small screen. Media graduates also go on to work as advertisers, PR Professionals, and social media managers. In this article, we particularly discuss the profession of a Public Relations official. If you have the skill to convince people, talk smartly and perform well under pressure, then you too can make a career in Public Relations. Learn more about the profession in the article below.
- What is Public Relations?
- Roles and Responsibilities of Public Relations Officer
- Skills Required for Public Relations Officer
- Eligibility Criteria for PR Programmes
- Public Relations Courses
- Public Relations Colleges
- Career Prospects for Public Relations Officer
- Top Recruiters for PR Officers
What is Public Relations?
Public Relations are used to protect, enhance or build reputation through media, social media or self-made communication. A good Public Relations Officer analyzes the organization to find positive messages and convert those messages into positive stories. In bad times, he/ she minimizes losses by creating a balanced response. They work as a campaigner for various businesses, institutions, individuals and government bodies and promote them through print, electronic and digital/ online media. They are also helpful in building and maintaining good relations with stakeholders on different levels and also in maintaining the brand image and brand value of the organisation that they are working for.
Roles and Responsibilities of Public Relations Officer
The roles and responsibilities of a Public Relations Officer depend on the type of organization he/ she is associated with. A Public Relations Officer usually works for PR consultancies, PR agencies or in the corporate sector. Job roles differ according to different sectors. Some responsibilities of a PR agent in different work environments are listed in the table below.
| Corporate Sector |
PR Agencies |
|---|---|
| Analyzing problems for clients or company management, setting a goal and planning all types of PR activities within the specified budget. |
The structure of a PR agency is very much similar to that of an advertising agency but it also has client servicing, media and research departments. |
| Issuing press statements, preparing speeches/articles, preparing newsletters, brochures, annual reports, leaflets etc. Dissemination of information through film or video production. |
A thorough understanding of customer operations and goals is developed and a PR strategy is formulated accordingly. |
| Coordinating research surveys, interviews and opinion polls. |
The Customer Service Department handles customer accounts for all types of PR services. |
| Organizing and participating in interviews, meetings, presentations, conferences, events, press launches, news conferences, exhibitions, trade fairs etc. |
Liaising with the media, issuing press briefs, making media presentations and coordinating with various modes of communication. |
| Staying updated on all modes of communication. |
A Public Relations Consultant is provided to a client if needed. |
| Keeping in touch with the mainstream media and presenting the news in a positive way. |
To conduct research and various surveys successfully. To give a Special focus on crisis management. |
Skills Required for Public Relations Officer
To become a Public Relations Officer, it is necessary to have certain personality traits like the art of assimilation of information, creativity, reliability and talent. Apart from this some other essential skills for a Public Relations Officer are mentioned below:
| Excellent written and oral communication skills |
Strong command of language |
Good managerial skills |
| Flexibility |
Multi-tasking ability |
Analytical bent of mind |
| Tech-savvy |
Good organizing skills |
Resilient |
| Imaginative |
Hardworking |
Time management skills |
Eligibility Criteria for PR Programmes
To become a Public Relations Officer, candidates can study Public Relations at both undergraduate and postgraduate levels. However, the basic eligibility criteria are different for both levels. While it is mandatory to have passed class 12th from any stream (Science, Commerce, Humanities) with a minimum of 45-50 per cent marks to gain admission in UG level programmes, for PG level programmes a graduation degree with a minimum of 50 per cent marks in any subject from a recognized college/ university is required.
Public Relations Courses
Some of the popular UG and PG-level courses in Public Relations are mentioned below.
| Undergraduate Courses |
|
|
Postgraduate Courses |
|
| MA in Journalism and Mass Communication |
|
| PG Diploma in Public Relations |
|
| PG Diploma in Corporate Communication |
|
| MBA in Communication Management |
Public Relations Colleges
Some of the popular colleges offering various courses in Public Relations are listed below:
- The Delhi School of Communication
- International School of Broadcasting and Journalism
- National Academy of Event Management and Development
- Xavier Institute of Communication
- University of Mumbai (MU)
Career Prospects for Public Relations Officer
Public Relations Officers are responsible for maintaining their organization's relationship with the public. They write news releases on behalf of their organization so that all the necessary information can be provided to the mainstream media. Public relations officers can work in the corporate sector, public sector enterprises, government departments, hotels, tourism departments, private consultancies, financial institutions with political leaders, public figures and the Indian Information Service.
Top Recruiters for PR Officers
Some agencies and companies that frequently hire students with an education in Public Relations are listed below.
- Adfactors PR
- Edelman India
- Genesis BCW
- Perfect Relations
- Avian WE
- MSL India
- Hill+Knowlton Strategies India
- India Today Group
- ABP Group
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Job Opportunities After MJMC
