PR: Types of job profiles

PR Job Profiles

Public Relations (PR) as a profession deals with managing the reputation of a firm, person or product on a regular basis. Broadly speaking, PR as a job profile requires one to be in constant touch with their clients and ensuring that their needs are being met. Alongside, PR professionals work towards influencing behaviours as well as opinions, so that the goals of their clients are met.

Thus, in order to be successful in the PR industry one needs to have an analytical mind, patience and diplomacy, language fluency, ability to multi-task, flair for crisis management and vision. Apart from these, the technical knowledge for this profession can be attained by pursuing one among the different PR course on offer at good colleges.

Read more: Top 5 Colleges offering PR courses in India.

Listed below are the different job profiles, aspirants can pursue as per their preference and ability to make a mark for themselves in the PR industry.

PR Officer

People in such a job profile are expected to use any form of media and communication to build, maintain and manage the reputation of their clients. A PR Officer typically communicates key messages, often using third party endorsements in such a fashion that the information reaches the target audience, such that, goodwill as well as understanding between an organisation and its public is established and maintained.

Read more: Santanu Bhattacharya talks about what to expect in the PR industry.

Account Planner

People working in such a job profile are responsible for managing one or more client groups. They are also responsible for developing the PR strategy and creative brief as well as bringing a strong consumer focus to all decisions of their company.

Account Manager

People in this job profile are responsible to create as well as maintain the relationship between the PR agency and its clients. A Client Services Manager generally ensures that there is some kind of alignment between the promotional strategies with overall business goals of each client.

PR Executives

People in this job profile manage the information that is communicated between organisations or individuals and the general public. They promote their clients before the intended audiences through news items, press releases and product placements.

PR Manager

People in this job profile need to identify their main client groups as well as audiences and thereafter determine the best way to communicate with them. A PR Manager also needs to write interesting and effective press releases, draft speeches for their clients, arrange interviews, prepare media kits and develop as well as maintain company internet or intranet web pages. They are also responsible for developing and maintaining the company's corporate image and identity (which includes the use of logos and signage).

A PR Manager also has the responsibility of managing the communication budgets. They also need to manage special events like sponsorship of races, organising parties for introducing new products or other activities that their client support so that they (the client) can get public attention through these mediums without advertising their cause directly.

Celebrity Manager

People working in such a job profile are responsible for managing the portfolio of an artist or celebrity. These days, Celebrity Management has become more like brand management because the person in-charge looks at the celebrity’s life as a whole, right from their movies/ TV serial to their endorsements, magazine covers, public appearances and media exposure. In fact, these days even India’s sports persons also have Celebrity Managers.