As the name implies, public relations professionals manage public relationships of their clients, which can be organizations or individuals. Thus, a career in public relations typically involves managing and maintaining the credibility and public image of your clients. This is accomplished using numerous tactics including showcasing your client to the public, controlling public opinions and behavior, and undertaking investigations to determine the challenges and expectations that face your client and how to manage them. Due to the nature of the job, the duties public relations professionals carry out vary from one client to another and typically involve:
Public relations professionals might pursue careers that require them to work in-house or independently as freelancers. They may identify potential employment opportunities in both the private and public sector, including; utility companies, media companies, non-profit organizations, or large corporations. As a public relations professional, you may have many different career opportunities depending on your level of education and area of interest, some potential job titles for public relations professionals include; director of public affairs, account supervisor, public relations specialist, and public relations manager.
Director of public affairs typically works for companies rather than for an individual client. Their responsibilities often include development and implementation of a company's communications strategies and objectives. Primary duties for the director of public affairs may include the following tasks:
Account supervisors usually work in an agency and their job involves managing and leading the agency’s daily relationships with their key clients. Main responsibilities for account supervisors include:
Public relations specialists build and maintain a desirable public impression for the client they represent. They design media releases to shape public opinions as well as increase understanding of the goals and objectives of their client. Public relations specialists typically perform the following tasks:
In government, public relations specialists are sometimes known as press secretaries. In such set up, they inform the public about the activities of government officials and agencies.
Public relations managers plan and direct the creation of materials and programs that enhance the public image of their employer or client. Public relations managers typically do the following tasks:
Observe social, economic, and political trends and recommend ways to improve the client’s image based on these trends