Functions of a Public Relations Officer

Community involvement is commonly promoted in company public image policies.

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Public relations is the lifeblood of any company. Whether a company is public or private, profit or nonprofit, its reputation will determine its ultimate success. Instant worldwide communications make it more important than ever to manage a company's image and control how a company interfaces with its customers. Public relations failures can seriously undermine the effectiveness of management and compromise company credibility. To keep things running smoothly, the public relations manager must wear many different hats: that of a journalist, marketer and sociologist.

Advocate

The public relations manager is the chief advocate for the company. He must focus all energy on building an organization that will be deemed a good corporate citizen. He is the mouthpiece for management - and in political circles known as the press secretary.

Communicator

The public relations manager crafts communications policies and oversees the development of all statements and news releases for the company. Sociology, psychology and good journalism are requisite talents for the manager and staff. Communications must be clear, concise and relevant to the audience.

Problem Solver

The public relations manager is the ultimate spin doctor. It is her job to put the best face on news and information that could embarrass or malign the company's reputation. Often, she will be called upon to polish mundane information into platinum data that gives the company more credit than would ordinarily be due for routine accomplishments.

Opinion Maestro

The public relations manager directs all outreach efforts. He is responsible for media placements and coordinating organizational functions and the efforts of executives. It is his responsibility to determine the executive appropriate for each situation and ensure that person has approved information and statements in hand.