The advertising agency Pr officer is crucial to the success of client projects, using expertise to decide on the timing and content of press releases for every new product or service. The scope includes all public and private sectors from politics to manufacturing. A good public relations specialist will release specifically aimed and carefully timed publicity, creating demand and goodwill in targeting consumer groups.
Particularly in the advertising sector, Pr staff link the client, through the press and other selected online and offline media, to the public, promoting both the brand and the company itself. Skills required are top-notch written and verbal communications, an awareness of the client company’s needs and the ability to translate those needs into action. Contacts within the media are essential, but discretion in dealing with reporters is important.
A bachelor’s degree in mass communications, preferably including a module on public relations, is a common entry-level requirement, with starting salaries at around C
$30,000 rising to C
$70,000 and upwards at managerial level.