Public Relations

Some are born great, some achieve greatness, and some hire public relations office, noted the American social historian Daniel Boorstin with impressive wisdom. In an age where the media monitor and often manipulate public perceptions there has never before been such a demand for those who can put a positive spin on a scandal…

It is the job of a public relations officer to create and maintain a positive relationship between their organisations and the public. This is achieved by communicating a positive image through various mediums and modes of communication. Many organisations, public bodies, businesses, celebrities and voluntary groups use public relations techniques to improve public opinion of themselves and their activities.

Public relations officers’ responsibilities include creating interest in the press and broadcast media, organising events and conferences, producing publicity material and building relationships with communities and individuals.

Education

There are a limited number of specific PR options at third-level in Irish colleges and universities. The courses available include Public Relations at Dundalk Institute of Technology, and Communications & Public Relations at Carlow’s Institute of Technology; both of these courses are at level eight in the CAO system. Many third-level courses in related subjects such as Business or Marketing include PR modules.

Examples of subjects you will encounter on a PR course at undergraduate level include PR Theory, PR Writing, PR Management, Advertising, Communications, Marketing, Languages, International Business, Research Methods, Project or Event Planning, Media Production and Media Analysis.

Many students take an undergraduate degree in a related area (including Business, Marketing, Journalism or Media Studies) and then move on to a postgraduate qualification in Public Relations. Further education and on-the-job training are important aspects of a PR career. Professional qualifications in PR are validated by the Public Relations Institute of Ireland.

Options After Qualification

Many PR undergraduate and postgraduate courses offer work placements, which can be valuable for building workplace experience and securing a permanent position after graduation. People with qualifications in related fields such as advertising, journalism and marketing often move into the PR area. Not everyone can walk into a PR executive position, so entry-level jobs in promotions or marketing can be the first step to a career in PR.

Everyone from the Football Association of Ireland to the Department of Health needs PR people, so graduates can find work opportunities in a wide range of companies, bodies and organisations. There are also a number of specialist agencies that provide PR services for other businesses or organisations.

The Work

There are somewhat misplaced ideas that the life of a PR officer is filled with glamour and excitement. The reality is very different. A PR officer’s day-to-day tasks and responsibilities include writing press releases and articles, advising clients on PR strategies, organising news conferences, making presentations and producing leaflets, videos and web sites to promote their employers.

The different organisations for which PR officers can work will result in different tasks and responsibilities depending on the demands and needs of the particular company. Those employed in the corporate sector may be involved in product marketing and customer research. PR professionals or press officers working for a public body or government department may have to react to crises by putting a ‘positive spin’ on situations. It is common for PR officers to have a reaction policy in place; this might include statistics and anything that may back up/distract from a situation depending on that particular scenario.

PR executives can represent their organisation in public, and appear in the media or at a conference or meeting to put across their employer’s side of an argument, communicating difficult messages to the public in a clear, unambiguous way.

Personal Qualities & Work Environment

A talent for communicating well with others and exuding confidence in pressure situations are just two necessary attributes a public relations officer should have. Other beneficial traits would be expertise in persuading, negotiating, influencing, bargaining and arguing. A certain amount of resourcefulness and innovation would also be desirable and; considering the nature of the job, possessing excellent public speaking and writing skills would be essential.

Working hours are not typical and often include evening and weekend work. Most PR professionals will be office-based, but will often have to travel to events and meetings. Foreign travel is a definite possibility, as are long, unsociable hours.

The Money

Salaries for PR officers vary widely depending on the organisation for which they work, and their level of responsibility. Salaries for PR officers start at €22,900 to €29,200 a year. The money improves as you work up from officer to executive, to manager, to director. Top earners may make up to €100,000 a year.

The Jargon

Press Release: A message sent to the media so they can let the public know of your organisation’s achievements or plans

Fact sheet: A list of facts prepared for the media that is meant to give a brief overview of a company, individual, event or ongoing situation. Most often used by businesses as part of a media kit

Image consultant: A professional who maintains and improves a client's image, often using public relations tactics as part of an overall campaign

Crisis management: The communications management function used to convey accurate facts and data to the general public during a crisis situation

Job Titles

Press or Information Officer
PR Officer
Communications Officer
PR Executive
Account Manager/Director
Communications Director

Further Resources

The Irish Academy of Public Relations
Academy House
1 Newtown Park
Blackrock
Co Dublin
Phone: 01 2780802
Web: www.irishacademy.com
Email: info@irishacademy.com 

Public Relations Institute of Ireland
78 Merrion Square
Dublin 2
Phone: 01 661 8004
Web: www.prii.ie
Email: info@prii.ie 

Public Relations Consultants Association
78 Merrion Square
Dublin 2
Phone: 01 661 8004
Web: www.prca.ie
Email: info@prca.ie 

Upfront PR
The Studio
Gurrane
Killarney
Co. Kerry
Phone: 066 97 65040
Web: www.upfrontpr.com