Roles and Qualities of Public Relations Officer

A public relations officer plays many important roles in the planning and implementation of publicity and goodwill campaigns for the organisations. The following are some of the crucial roles played by the public relation officers.

1.       Advisory role

Public relation officer advice the management on internal and external issues that may affect the goodwill and reputation of the organisation.

2.      Conducting surveys

Surveys are conducted by the public relations department on a regular basis, to identify the problems within the organisation and to assess the opinions of its employees and general public.

3.      Building and maintaining contacts

The public relations officers develop connections with important personalities and other organisations with decision making powers. This helps in popularizing the image of the organisation. Building relations with opinion makers like media and politicians is a part of this practice.

4.      Preparing press releases and reports

It is the duty of the public relation officer to prepare press releases and other reports on behalf of the organisation. Reports include articles, survey results and product information. Preparation of press releases comprises of other functions like organizing press conferences and other functions for media personnel.

5.      Editing and publishing booklets, brochures, magazines

In most of the organisations the duties of editing and publishing the printed material is performed by the public relations department.