Career Guidance for Public Relations Officer

Media is a vast field and there are many job opportunities available for the aspiring candidates. While there is a huge demand for journalists, copy editors, editors in areas like print media, electronic media and digital media, the need for suitable professionals for editing, sound recording, production and direction has always been felt from big screen to small screen. However, there is a profession in this field, which is not limited to the specific field of media and has a lot of scope as well and that is, Public Relations Officer. If you have the skill to convince people, talk smartly and perform well under pressure, then you too can make a career in Public Relations.  

What is Public Relation? 

Public Relation is used to protect, enhance or build reputation through media, social media or self-made communication. A good Public Relations Officer analyzes the organization to find positive messages and convert those messages into positive stories. In bad times, he/she minimize losses by creating a balanced response. They work as a campaigner for various businesses, institutions, individuals and government bodies and promotes them through print, electronic and online media. They are also helpful in building and maintaining good relations with the public. 

Roles and Responsibilities of Public Relations Officer 

The roles and responsibilities of a Public Relations Officer depend on the type of organization he/she is associated with. Public Relations Officer usually works in PR consultancy, PR agency or corporate sector. Job roles differ according to different sectors. Below mentioned are the some responsibilities of different verticals: 

Corporate Sector	PR Agencies
Analyzing problems for clients or company management, setting a goal and planning all types of PR activities within the specified budget.	The structure of a PR agency is very much similar to that of an advertising agency but it also has client servicing, media and research departments.
Issuing press statements, preparing speeches/articles, preparing newsletters, brochures, annual reports, leaflets etc. Dissemination of information through film or video production.	A thorough understanding of customer operations and goals is developed and a PR strategy is formulated accordingly.
Coordinating research surveys, interviews and opinion polls.	The Customer Service Department handles customer accounts for all types of PR services.
Organizing and participating in interviews, meetings, presentations, conferences, events, press launches, news conferences, exhibitions, trade fairs etc.	Liaising with the media, issuing press briefs, making media presentations and coordinating with various modes of communication.
Staying updated on all modes of communication.	A Public Relations Consultant is provided to a client if needed.
Keeping in touch with the mainstream media and presenting the news in a positive way.	To conduct research and various surveys successfully. To give Special focus on crisis management.

Skills Required for Public Relations Officer 

To become a Public Relations Officer, it is necessary to have certain personality traits like art of assimilation of information, creativity, reliability and talent. Apart from this some other essential skills for Public Relations Officer are mentioned below: 

Excellent written and oral communication skills	Strong command over language	Good managerial skills
Flexibility	Multi-tasking ability	Analytical bent of mind
Tech savvy	Good organizing skills	Resilient
Imaginative	Hardworking	Time management skills

Eligibility Criteria for Public Relations Officer 

To become a Public Relations Officer, candidates can study Public Relations at both undergraduate and postgraduate level. However, the basic eligibility criteria are different for both the levels. While it is mandatory to have passed class 12th from any stream (Science, Commerce, Humanities) with minimum 45-50 per cent marks to take admission in UG level programmes, for PG level programmes a graduation degree with minimum of 50 per cent marks in any subject from a recognized college/university is required. 

Public Relations Courses 

Some of the popular UG and PG level courses in Public Relations are given below: 

Undergraduate Courses	Bachelor of Journalism and Mass Communication (BJMC)
	BA in Journalism and Mass Communication
	Bachelor of Mass Media
Postgraduate Courses	Master of Journalism and Mass Communication (MJMC)
	MA in Journalism and Mass Communication
	PG Diploma in Public Relations
	PG Diploma in Corporate Communication
	MBA in Communication Management

Public Relations Colleges 

Some of the popular colleges offering various courses in Public Relations are listed below:   

• National Institute of Mass Communication and Journalism 
• IIMC 

• The Delhi School of Communication 
• International School of Broadcasting and Journalism 
• National Academy of Event Management and Development 
• Xavier Institute of Communication 
• University of Mumbai (MU) 

• Bangalore University 
• MICA 
• Jamia Millia Islamia 

Career Prospects for Public Relations Officer 

Public Relations Officers are responsible for maintaining their organization's relationship with the public. They write news releases on behalf of their organization, so that all the necessary information can be provided to the mainstream media. Public relations officers can work in corporate sector, public sector enterprises, government departments, hotels, tourism department, private consultancies, financial institutions and with political leaders, public figures and Indian Information Service.