What Does a Public Relations Specialist Do?

So, what are a public relations specialist’s main job responsibilities? They do a bit of everything, including written and oral communication, liaising, coordinating, coaching and sometimes supervising. Above all, the main focus of a PR specialist is to ensure their clients are represented in the best possible light and in a way that aligns with their established brand image and identity.

Writing Press Releases

PR specialists often write press releases for their clients. A press release may announce the release of a new product or service, the expansion of an existing product or service, or (in the case of an individual client) a new venture, initiative or tour. Although press releases tend to be factually accurate, they can also be used to benefit a person or organization’s image. When writing press releases, PR specialists must follow the commonly accepted format for these documents and then distribute them to various media outlets.

What Is a Public Relations Specialist’s Media Coordination Like?

Speaking of media outlets, liaising with members of the media is a major area of responsibility for PR specialists. They may prepare information packets for members of the media (which may include press releases) and respond to media members’ requests for additional information. In addition, PR specialists often schedule interviews for their clients with members of the media.

Coaching Clients on Effective Public-Facing Communication

Although PR specialists often handle much of their clients’ communications, sometimes clients must do press conferences, interviews, book signings and other public-facing events themselves. It is the PR professional’s job to coach their clients on how best to present themselves. They may even conduct mock interviews and press conferences with their clients to give them some practice.

Preserving the Organization’s Image and Identity

As a public relations specialist, your main responsibility is to maintain the positive images of your clients. Sometimes, individuals and organizations may experience a PR crisis — a controversy or scandal that results in public backlash. During such crises, PR specialists must quickly rein in these problems, such as by clearing up misunderstandings, ensuring that information is placed into the proper context, and taking any other necessary, yet ethical steps to preserve the client’s public image.

Drafting Speeches

High-profile individuals and executives of organizations sometimes need to make speeches — ranging from presentations at conferences to award acceptance speeches. In public speaking, the delivery is often just as important as the content of the speech. PR specialists are often charged with writing speeches that reflect well upon their clients and allow them to preserve their positive image.

Businesses and other organizations, including nonprofits, typically have either an in-house marketing and advertising department or an external marketing agency with whom they work. The worlds of public relations and marketing often overlap. Although marketing isn’t the same thing as public relations, they can be similar in that marketing professionals also work to present their clients in a positive light (while also encouraging sales).

PR specialists do not typically play a significant role in advertising and marketing campaigns. However, PR specialists do need to make sure all advertising and marketing campaigns remain aligned with the organization’s overall brand image and communications guidelines. To that end, they may be responsible for reviewing campaigns before they can be released to the public.

Furthermore, PR specialists may also play a role in developing marketing guidelines, such as the tone and voice that marketers must strive for. In some cases, PR specialists may make suggestions to marketers about the direction of marketing campaigns. For instance, if the company is trying to recover from a publicly known controversy, the PR specialist might ask the marketing department to emphasize the company’s commitment to social responsibility, community involvement and nonprofit support.

No matter where your career takes you, you can develop transferable skills at Grand Canyon University, a private Christian university. Choose from a wide range of liberal arts degree programs, such as the Bachelor of Arts in Communication, which explores the principles of public relations and other key communication competencies. Fill out the form on this page to learn more about our degree programs.