The job of public relations officer is an essential marketing tool in commerce, politics and other public interest groups, as its core task is creating goodwill both with consumers and the media by ensuring favourable publicity is released to all mass media outlets. A company’s public relations team takes care to represent its developments and views in a manner which appeals to the public at large and is also responsible for creating and maintaining internal company newsletters and reports as well as stockholder reports.
Holders of this position are the link between the press, the public and the company, with their excellent verbal and written communications skills the tools used to promote the brand and organization. Other skills required are a sharp awareness of the company’s agenda and objectives, together with a degree of discretion in dealing with the press. Presence of mind and good contacts within the media are important. Entry-level requirements for the job include a degree in mass communications and public relations.
Salaries at managerial level average from C
$70,000 upwards, with entry level pay on the rise, as are job opportunities in this popular field.