Every day can look a little different for a public information officer, depending on the current needs of their employer. In general, however, these professionals typically perform tasks such as the following:
- Developing and maintaining strong relationships with the media and journalists
- Collaborating with management to establish a vision for the organization’s public image
- Working with the marketing team to ensure that all collateral developed for the organization is aligned with its desired public image
- Establishing strategies for members of the organization to follow when interacting with the media and the public
- Planning and conducting press conferences to announce major developments or responses to problems
- Training members of the organization on how to properly hold a press conference or an interview
- Preparing written communications for the organization, specifically speeches to be made by a senior executive
In addition, a public information officer will usually devote some time to monitoring the organization’s image. They may scroll through social media feeds, read relevant news articles and explore comments on social media posts to evaluate how the organization is being perceived by the media and members of the public. An ongoing evaluation of the organization’s image allows public information officers to adapt their media strategies to suit changing needs or to address problems.
After high school, the first step in the process of becoming a public information officer is to earn a bachelor’s degree. Aspiring public information officers typically choose a degree in communications. A communications degree is an incredibly versatile choice that instills many competencies valued by employers in all fields. Although every college establishes its own curriculum, here at GCU you can expect to study topics such as the following:
- The fundamentals of communication studies, including the history of the field
- Communication competencies in small group communication, mass communication and public communication
- Concepts, theories and applications of conflict communication and the negotiation process, with a look toward power dynamics and intervention techniques
- Communication research methods
- Principles and theories of public relations
- Designing, developing and delivering corporate training and development programs
As a communications major, you are strongly encouraged to explore internship opportunities in the field. Look beyond the goal of becoming a public information officer and consider pursuing internships in fields such as marketing, fundraising and sales. An internship in any of these fields can enable you to develop real-world communication skills, as well as workplace etiquette.
It’s possible to land a job in the public relations field with just a bachelor’s degree. However, job candidates with a master’s degree are often able to compete for higher-level positions at prestigious organizations and government agencies. You may want to earn a master’s degree immediately after graduating with your bachelor’s, or you may want to return to school after gaining a few years of full-time work experience.
A master’s degree in communication is the ideal graduate degree for an aspiring public information officer. During the course of this one or two-year program, you may study topics such as the following:
- Concepts and theories in strategic communication
- Interactions between the structure of an organization
- Theories, methodologies and effects of media consumption
- Interpersonal communication competencies in professional contexts