A public relations representative helps their company build and maintain a positive public image. Tasks performed by the representative include writing and issuing press releases, interacting with members of the media, and building and maintaining good relationships with members of the media and individuals within their organization. A public relations representative may also be in charge of developing community service initiatives and collaborating with external parties on these efforts. When their company faces a problem or crisis that may negatively impact its image, the public relations representative must develop ways to minimize the issue's impact and improve the company's reputation; they also need to enact these ideas.
The public relations representatives may also work with their company's marketing team to ensure that marketing materials match the image the company wants to project. Often, they are expected to develop marketing ideas, including Internet, television, mail, and in-person initiatives. The representative might also be responsible for training other departments to help them understand how to project a positive image within company policies. They create reports and presentations on company initiatives as well.
Most public relations representative positions require experience in a related position and a minimum of a bachelor’s degree in marketing, communications, journalism, or another relevant field. Public relations representatives must have excellent interpersonal and written and verbal communication skills, as well as the ability to multitask and respond quickly and effectively to emerging situations. These positions are generally full time and take place in an office setting, though travel to meet with members of the press, professionals within their organization, and others may occasionally be necessary.
Public Relations Representative Tasks
Represent and promote the reputation and/or brand of the organization or client.
Help to develop and implement internal and external communications.
Assist in planning and execution of PR and communication activities.