PUBLIC RELATION OFFICER
Q1. Explain the duties of PRO and what is the scope of PRO ?
PUBLIC RELATION OFFICER (PRO) :
According to the Institute of Public Relations, USA, "Public Relations is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public." A public relations officer (PRO), also known as 'Media Specialist,' is the spokesperson of an organization. His or her role is to convey the policies and interests of the organization to the public through various modes of media. For an organization, 'public' refers to the existing customers, potential customers, shareholders, financiers, media, government bodies, employees, etc. The need for a PRO can be found in almost all sectors, including private companies, advertising agencies, financial organizations, government agencies, charities, etc.
DUTIES OF A PUBLIC RELATION OFFICER(PRO) :
PRO has to be dedicated 24/7 to protect the interest of a company, it can be a very demanding job. However, it is also a lucrative and interesting means of making a career. Following are the duties of a PRO :
1. 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.
2. CRISIS MANAGEMENT: One of the most crucial and difficult duties of a public relations person is crisis management. Mostly, the need for such communication arises when the stock position of the company is not favorable, mitigation of losses is required, during a takeover situation, the organization decides to dissolve a joint venture, there is a change in the senior management, etc. At times, there may be a conflict of interest between the public and the company because of some issues related to its policies or
PUBLIC RELATION OFFICER (PRO) :
According to the Institute of Public Relations, USA, "Public Relations is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public." A public relations officer (PRO), also known as 'Media Specialist,' is the spokesperson of an organization. His or her role is to convey the policies and interests of the organization to the public through various modes of media. For an organization, 'public' refers to the existing customers, potential customers, shareholders, financiers, media, government bodies, employees, etc. The need for a PRO can be found in almost all sectors, including private companies, advertising agencies, financial organizations, government agencies, charities, etc.
DUTIES OF A PUBLIC RELATION OFFICER(PRO) :
PRO has to be dedicated 24/7 to protect the interest of a company, it can be a very demanding job. However, it is also a lucrative and interesting means of making a career. Following are the duties of a PRO :
1. 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.
2. CRISIS MANAGEMENT: One of the most crucial and difficult duties of a public relations person is crisis management. Mostly, the need for such communication arises when the stock position of the company is not favorable, mitigation of losses is required, during a takeover situation, the organization decides to dissolve a joint venture, there is a change in the senior management, etc. At times, there may be a conflict of interest between the public and the company because of some issues related to its policies or