The Assistant Public Relations Director working in a corporation is responsible for helping the public relations director perform the company's public relations and publicity functions. Duties vary depending on the structure of the company and other corporate departments. The individual is responsible for assisting the director of the department in relaying information and communications internally to staff employees as well as externally to the outside community and media.
This information exchange might be accomplished through the use of press releases, letters, memos, and reports. The Assistant Public Relations Director or PR assistant, as he or she might be called, is required to both develop and write the press releases, letters, memos, and reports. If the corporation does not have a publications manager, or if the responsibilities of that job lay in the public relations domain, the individual may be called on to write feature articles, annual reports, newsletters, brochures and leaflets.
The Assistant Public Relations Director is responsible for developing and maintain accurate media and mailing lists. These lists are used to send releases and articles. The individual will also get to know various media personnel and maintain close business relationships. In this way he or she can call the correct person with a story that should be covered or an article in which the media might be interested.
The assistant must be comfortable dealing with the media. He or she may just talk to reporters about a story or actually have to go on television or radio as the corporation spokesperson. It is important that the individual understand corporate policies and follow them to the letter. If information is confidential and the PR assistant lets it leak out, he or she may lose his or her job. The individual may be required to set up or assist in the setting up of television and radio interviews for people within the corporation. This process is often used to earn goodwill or may be instituted for informational purposes. For example, a corporation that manufactures and distributes cosmetics may want one of their spokespeople to do a media tour touting a new type of makeup. The public relations assistant may call or write to guest coordinators in order to place the spokesperson on various shows. He or she may accompany the corporate spokesperson to the interviews. The individual may also work with the spokesperson, helping him or her come up with flowing answers to the questions that usually are asked.
The individual may screen calls for the director of the department and be required to take care of everyday public relations problems. Depending on whether the company has a customer relations or consumer affairs department, the individual may deal with customer complaints and problems. To do this, he or she may talk to the person who has the complaint and smooth the problem over with a telephone call. The Assistant Public Relations Director may write a letter of apology or explanation to the customer. If the complaint cannot be resolved by the PR assistant, he or she will be responsible for bringing it to the attention of the public relations director to rectify.
The Public Relations Assistant constantly tries to promote the company and enhance its reputation and image. He or she may be asked to meet with community and civic groups as well as to attend luncheons, cocktail parties, and dinners on behalf of the corporation. Depending on the size of the public relations department, the PR assistant may supervise others. He or she may work with copywriters, graphics people, artists, printers, and photographers. At times the assistant may be required to edit copy or supervise the layout of publications.
In smaller public relations departments, or in situations where the individual is just entering the work force, he or she may be responsible for secretarial-type duties including answering the phones, addressing envelopes, typing press releases, or inputting data into computers. Individuals may be required to plan or assist with the planning of press conferences, press parties, and news conferences. The assistant can be required to hand-deliver invitations, make arrangements for the room and food, and call people to see if they are planning on attending.
The PR assistant might also be responsible for attending corporate functions that will later be reported in internal newsletters or other communications. He or she may be required to write press releases, take photographs, or arrange for a professional photographer to be on hand at the event. The Assistant Public Relations Director is responsible to the director of the public relations department. He or she will work normal hours most of the time. When special projects or problems crop up, or a deadline must be met for a news release, annual report, or other publication, the individual will be required to work overtime.
Earnings for Assistant Public Relations Directors working in corporations may range from $25,000 to $55,000 plus depending on a number of factors. These include the experience and responsibilities of the individual and the size and location of the corporation.
Individuals may have to begin in smaller businesses in order to obtain experience. There are thousands of corporations throughout the country. Almost every one of them has a public relations department. While jobs may be found in almost any location, individuals may have to relocate in order to find the job of their dreams.
The next step up the ladder for these individuals is public relations director or manager. While most corporations like to promote from within, individuals may have to locate a job in another corporation if the job of director of the department is not vacant.
A minimum of a four-year college degree is required for the job of Assistant Public Relations Director in the corporate world. Good choices for majors include public relations, journalism, communications, marketing, English, or liberal arts. Seminars relating to public relations skills, publicity, and marketing will also be helpful.
Individuals should be personable and enjoy working with people. They should demonstrate both good judgment and common sense. Good writing skills are necessary. Individuals should be able to write clearly, factually, and quickly in a creative manner. The ability to speak in public is required in most positions, as well as the ability to communicate on the telephone in a polite, friendly, and effective manner. Assistant Public Relations Directors must also be comfortable talking to media.
Individuals should have a knowledge of graphics, typography, photography, and layout. The ability to type and use word processors and computers is imperative.
Individuals working as an Assistant Public Relations Director in a corporation do not belong to a union. They may, however, belong to trade associations specific to their industry as well as to public relations and communications. These organizations provide seminars, conferences, and courses to help individuals hone their skills and make important professional contacts. Trade associations might include the Public Relations Society of America (PRSA), International Association of Business Communicators (IABC), National Federation of Press Women (NFPW), and the International Public Relations Association (IPRA).
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