Public Relations Representatives are responsible for such organizational functions in a company as media, community, consumer, industry, and governmental relations. They also are involved in any political work (such as campaign fund-raisers) on behalf of their company, any special interest- group representation, and, sometimes, conflict mediation and employee and investor relations. They must be fully cognizant of the attitudes/concerns of community, consumer, employee, and public interest groups, and they must maintain cooperative relationships with them and with representatives from print and broadcast journalism and electronic media.
Public Relations Representatives draft fact sheets and press releases, prepare photographs, scripts, motion pictures, or tape recordings, and contact people in the media who might print, display, or broadcast their material. They purchase advertising space and time on broadcasts as required. They confer with production and support personnel to coordinate the production of any radio/television advertisements, on-air promotions, or Internet advertising. They may also prepare or edit organizational publications for internal and external audiences, such as employee newsletters, stockholders' reports, and Internet announcements.
Public Relations Representatives also arrange and conduct programs to keep up contact between their organization's representatives and the public. For this purpose, they set up speaking engagements and may prepare speeches to be given by their company's officials. They frequently represent their employer at community meetings and at public, social, and business gatherings. They make film, slide, or other visual presentations at meetings and school assemblies and plan their company's participation at conventions and other professional meetings. In addition, they are responsible for preparing annual reports and writing proposals for various projects.
Under the direction of higher management, Public Relations Representatives may study the objectives, promotional policies, and needs of their company to develop public relations strategies that will influence public opinion or promote the company's philosophies, products, and services. In so doing, they confer with other managers to identify trends and key group interests/ concerns or to provide advice on business decisions. They may also coach customer service representatives and other client representatives in effective means of communication with the public and with employees or a client company's personnel.
The median annual earnings in May 2004 for Public Relations Representatives were US Dollars 43,830. The middle 50 percent earned between US Dollars 32,970 and US Dollars 59,360. The lowest 10 percent received less than US Dollars 25,750, and the top 10 percent had incomes of over US Dollars 81,120.
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