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Public Relation Officer

Description:

Public relation officer commonly known as PRO may also be called public relations specialists or public information officers. These professionals craft positive public images for the organizations that employ them by gaining favorable media coverage. Public relations officers may also coordinate public events like exhibits and contests to promote their organizations. Many organizations from governments to retailers to manufacturers to marketing agencies tend to employ PR professionals. PR can be a very stressful job sometimes given the need to maintain positive image of the firm and having to be the face of the organization in a crisis like situation.

Education:

Bachelors degree in any discipline preferably with social sciences, liberal arts and humanities is required to take up a course in this field of PRO.

The BLS states that entry-level public relations officer applicants typically hold four-year degrees in public relations or related fields like marketing, communications or journalism. Elective coursework in business, social science and creative writing may be helpful. Aspiring public relations officers may also benefit from membership in pre-professional societies like the Public Relations Student Society of America, and from participating in internships or corporate training programs.

Skills:

Should be able to plan, develop and implement PR strategies. Excellent people skills. Good oral and written communication skills. Ability to research and write. Ability to handle media.

Disclaimer_DILO:

This is a fictitious calendar of the work schedule and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with.

This DILO or the Work Schedule may differ from organization to organization and context.

Context DILO:

A senior PR professional working for a marketing firm assigned as a consulting PR to a technology firm.

DILO, Day In The Life of:

Time Task
9:00 am – 10:00 am Review and edit an article scheduled to appear in a technology weekly regarding the upcoming product release.
10:00 am – 11:00 am Internal meeting to plan the press tour to promote a new product.
11:00 am -1:30 pm Analyze the media trends data from the past month’s response to the multi-channel PR campaign launched last quarter.
1:00 pm – 2:00 pm Lunch
2:00-4:00 pm Meeting with the client to understand the potential crisis situation regarding a newly discovered bug in an existing product. Understand company’s plan and release dates for bug fixes. Prepare a press release announcing the same to mitigate the negative impact and to alert the end users to switch to the upgraded version of the product
4:00pm – 5:00 pm Meeting with an event management firm specializing in technology conferences to discuss sponsorship opportunities.
5:00 pm- 6:30 pm Review and approve the blogs and press releases and articles to be published in major media websites.

Career Ladder:

Exact career path may change from organization to organization, but below is a typical path.

Career Ladder Image:

PublicRelationsCareerLadder.jpg

Description For Certifications:

Links to Certifications or Credentials, that are usually offered by Professional Organizations that certify, can potentially help in climbing up the career ladder.

Professional Certifications or Credentials:

Certification Description Career Level Certifying Body
CPRS Certified Public Relation Specialist Expert/Professional Level Business training Institute
CIPR Foundation Award in Public Relations Chartered Institute of Public Relations Entry Level Chartered Institute of Public Relations
CIPR Advanced Certificate in Public Relations Chartered Institute of Public Relations Expert/Professional Level Chartered Institute of Public Relations
CAM Diploma in Marketing Communications. Communication Advertising Marketing Foundation(CAM) Diploma Chartered Institute of Marketing (CIM)

Description For Associations:

Links to Associations, that can also be identified as Professional Organizations, can potentially help in networking with other professional in the field and to learn the latest developments in the field.

Professional Associations or Organizations:

Association Description More Info
NIOA National Information Officers Association NIOA
PRSA Public Relations Society of America (PRSA) PRSA
IPRA International Public Relations Association IPRA
PRCA Public Relations Consultants Association PRCA

Public Relation Officer Tools:

Links to a few Tools/Techniques (Also called Career Management Tools or Career Tools) and Methods (Also called Career Method Tools or Techniques) that the professionals in that career path tend to use, like this:

Tool Purpose More info
Just Reach Out JustReachOut is targeted for startups and small firms to do their own PR without spending a lot of money. Just Reach Out
TrendKite Includes features such as Custom Media Dashboard, News Dashboard, Automatic Reports and New Alerts needed for PR professionals. They measure the impact of traditional press and social media with metrics like Key Message Pull Through, Share of Voice, Total Mentions, Geographic Mentions, Sentiment, Executive Mentions, Top Articles, Top Influencers, and Media Values. TrendKite

Public Relation Officer Methods:

Links to a few Methods (Also called Career Method Tools or Techniques) and Tools/Techniques (Also called Career Management Tools or Career Tools) that the professionals in that career path tend to use, like this:

Method Description
Attend public events PR specialists tend to attend relevant public events and speak favorably about the organization that they are representing to seek public attention to their organization. Particularly effective for non-profit/government organizations and also for very large corporations with a public image.
Media Relations Maintain good media relations via Press Conference, Press Release, etc.
Social Media and blogging Although primarily used for advertising purposes, PR officers also started using this platform to establish direct communication with target audience. Blogging is another effective tool for PR team to promote a favorable image of their organization.

 

Public Relation Officer Experts:


Content Writer

Description:

Content Writers produce a wide variety of content for the Web, from articles and reviews to game scripts. Most Web content writers are self-employed and work as freelancers. They can often make their own schedules, but they may have to work odd hours to meet the demands of multiple clients. These writers also can have the added pressure of constantly searching for additional writing assignments.
Education: Bachelor’s degree programs in journalism, English and other mass communication disciplines can fulfill the educational requirements for Web content writers. These programs can focus on grammar, editorial writing, magazine writing and ethics, and can often include digital media course options. Specialized certificate programs in electronic writing and digital media production with focus on Web content can help as well. Applicable master’s degree programs contain advanced coursework on professional writing, electronic media, journalism and other tech-friendly writing disciplines.
Skills: Although many writing techniques are unique to online content writing, a thorough knowledge of standard writing practices is necessary for Web content writers. Command over the target language and the ability to learn and gain knowledge about the target topics is a must.

Disclaimer_DILO:

This is a fictitious calendar of the work schedule and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with.

This DILO or the Work Schedule may differ from organization to organization and context.

Context DILO:

Context: A junior content writer working for a boutique marketing firm focusing on Web based marketing.

DILO, Day In The Life of:

Time Task
8:00 am – 9:00 am Arrive at work. Respond to e-mails. Revise an article about a client’s marketing study to be published on their website.
9:00 am – 10:00 am Prepare social media updates including Face Book and Twitter updates for a regular client to be posted today. Revise internal tweets. Tag authors and team members featured.
10:00 am – 12:00 noon  Internal meeting with the account manager about the status of the current projects and new assignments and an hour long training on Google Analytics.
12:00 pm – 1:00 pm  Lunch
1:00 pm – 3: 00 pm Meeting with a new client regarding e-mail marketing campaign. Review the target audience profiles and service offerings. Discuss a few templates and pick one.
3:00 pm – 4:00 pm Draft the email content for the e-mail marketing campaign using the chosen template and submit for account manager review.
4:00 pm – 5:30 pm Update the web content for the marketing study material based on the internal team and client feedback and submit for client sign-off
5:30 pm Leave for home

Career Ladder:

Exact career path may change from organization to organization, but below is a typical path.

Career Ladder Image:

ContentriterCareerLadder.jpg

Description For Certifications:

Links to Certifications or Credentials, that can also be identified as Professional Organizations that certify, can potentially help in climbing up the career ladder.

Professional Certifications or Credentials:

Certification Description Career Level Certifying Body
AABP Alliance of Area Business Publications Entry Level
CMA College Media Association Entry Level Fall National College Media Convention
ACES American Copy Editor Society Entry Level Poynter’s News University
AJE American Journal Experts Experts Level AJE

Description For Associations:

Links to Associations, that can also be identified as Professional Organizations that certify, can potentially help in climbing up the career ladder.

Professional Associations or Organizations:

Association Description More Info
WGA Writer Guild of America WGA
ASJA The American Society of Journalists and Authors ASJA
AG The Authors Guild AG

Content Writer Tools:

Links to a few Tools/Techniques (Also called Career Management Tools or Career Tools) and Methods (Also called Career Method Tools or Techniques) that the professionals in that career path tend to use, like this:

Tool Purpose More info
BrainyQuote BrainyQuote is a site that has gathered millions of interesting quips from famous authors, celebrities and other public figures. BrainyQuote
ThingLink ThingLink enables the users to upload an image and add icons that appear when a user hovers over the graphic. The icon allows them to interact, such as view text, link to another page on your site or share on social media. ThingLink
Keyword Planner Used for SEO Keyword Planner

Content Writer Methods:

Links to a few Methods (Also called Career Method Tools or Techniques) and Tools/Techniques (Also called Career Management Tools or Career Tools) that the professionals in that career path tend to use, like this:

Method Description
SEO Professional content writers are adept at following SEO guidelines while drafting the content for the web.
Keywords Keywords and keyword phrases should be placed in headings and titles in all pages without disturbing the natural flow of the article.
Research Content writers are expected to do a thorough research of the subject matter prior to writing an article or blog or twitter feed or face book updates or any other content.

Content Writer Experts:


Reporter

Description:

News reporters gather information, develop factual stories and produce articles or multimedia for broadcast. Employers tend to look for publication or broadcast experience. You can get experience at university or through internships. However larger companies require prospective reporters to have a great deal of experience.

New reporters tend to begin at smaller companies tackling general assignments. After gaining some experience, reporters can get specialized assignments.

Education:Bachelor’s degree in Journalism, Communication or a related field. Experience is preferred.

Skills:Passion, Curiosity, Initiative, Logical thinking, organization and self-discipline, Flexibility, Team working and communication skills, Well-developed reporting skills, Broad general knowledge and good research skills.

Disclaimer_DILO:

Typical Day in The Life (DILO) or Work Schedule of someone pursuing that career.

This is a fictitious calendar of the work schedule and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with.

This DILO or the Work Schedule may differ from organization to organization and context.

DILO, Day In The Life of:

Time Task
9:00 am – 11:00 am Interview with a CEO of a big business. Take pictures. Record the interview.
11:00 am – 12:30 pm Prepare the draft version of the interview and edit.
1:00 pm -1:30 pm Respond to emails.
1: 30 pm – 2:00 pm Review the supplemental information collected on the CEO.
2:00 pm – 5: 00pm Update the write up. Supplement with audio and video clips for the online version. Submit to the editor.
5:30 pm –7 pm Review the shortlisted items for tomorrow’s interviews and write ups. Finalize the list. Submit to the editor for approval.
7:00 pm Leave for home

Career Ladder:

Exact career path may change from organization to organization, but below is a typical path.

Career Ladder Image:

ReporterCareerLadder

Description For Certifications:

Links to Certifications or Credentials, that can also be identified as Professional Organizations that certify, can potentially help in climbing up the career ladder.

Professional Certifications or Credentials:

Certification Description Career Level Certifying Body
CRR Certified Real-time Reporter Entry Level NCRA
RRWN Reporting, Researching, and Writing the News Entry Level NYU School of Professional Studies
Reporting and Writing Reporting and Writing Entry Level/Expert/Professional UCLA Extension

Description For Associations:

Links to Associations, that can also be identified as Professional Organizations that certify, can potentially help in climbing up the career ladder.

Professional Associations or Organizations:

Association Description More Info
IRE Investigative Reporters & Editors IRE
IJNET International Journalist’s Network IJNET
SAJA South Asian Journalist Association SAJA

Reporter Tools:

Links to a few Tools/Techniques (Also called Career Management Tools or Career Tools) and Methods (Also called Career Method Tools or Techniques) that the professionals in that career path tend to use, like this:

Tool Purpose More info
TileMill Journalists can use TileMill to create interactive maps that show how data are spread over a particular area. It’s an especially useful tool for stories that have a strong geographic component. TileMill
Tableau Tableau Public is a free tool for making interactive graphs and other visualizations that allow your readers to explore the numbers behind a story. Tableau
Ushahidi It looks like crowdsourcing for news is here to stay; reporters can turn to crowdsourcing sites such as PIN and Ushahidi for first-person accounts of events. Ushahidi was created in the aftermath of the 2007 Kenyan election; it mapped (via Google maps) reports sent in via text and email from people on the ground during the crisis. Ushahidi

Reporter Methods:

Links to a few Methods (Also called Career Method Tools or Techniques) and Tools/Techniques (Also called Career Management Tools or Career Tools) that the professionals in that career path tend to use, like this:

Method Description
1. Watch the news. Understand the tone and language used by the reporters. Pay close attention to what kind of news is presented and how it is presented,
2. Read Be a voracious reader. Read not only the subjects that you’re covering, but also the peripheral information. Focus on non-fiction.
3. Practice speaking and reading aloud. Practice public speaking and reading aloud if you’d like to a TV reporter facing the cameras.
4. Network Widen your network through various means to have appropriate and reliable connections to gather the content for news.

Reporter Experts:


Copywriter

Description:

Copywriters are solely responsible for coming up with the concept of the advertisement. Every other aspect related to the ad originates from what the copywriter conceives. So a good advertisement or a bad advertisement is fundamentally decided on the basis of a copywriter’s work. They also meet up with their clients, discuss about their product, service or event and accordingly deliver the content to the target audience. Copywriters must be honest, reliable, and punctual and must at ANY cost, avoid plagiarism.

Education: Bachelor’s degree in Advertising, Mass Communication and Journalism or related fields is required. Expected to start as a Junior Copywriter and work under a Senior copywriter before taking up individual assignments.

Skills: Ability to think out of the box, good command over the target language, quick learner, be able to follow deadlines, should be able to conceive and create content for any medium or platform such as websites, social media, blogs, print advertisements, press releases, brochures, articles etc.

Disclaimer_DILO:

This is a fictitious calendar of the work schedule for a copywriter and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with.

This DILO or the Work Schedule may differ from organization to organization and context.

A sample description for Day In The Life of a Copywriter is given below.

Context DILO:

A Junior Copywriter working in an advertising firm. Note: Because this particular job runs more in the lines of creativity, copywriters don’t usually have timings per say. The fictitious schedule below is made up to show the kind of the tasks that copy writers perform.

DILO, Day In The Life of:

TIME TASK
9:00 AM – 10:00 AM Attend the internal meeting with the senior copy writer and creative head about an ongoing campaign for a major client. Get feedback on a few tag lines and images for the advertising campaign under consideration.
10:AM-11:00 AM Update the tag line, images and prepare draft advertising for print media version based on the feedback received. Submit to the client.
11:00 AM-01:00 PM Meeting with the client. Get new requirements for the product campaign for web and TV channels.
01:00 PM-02:00 PM Lunch
02:00 PM-03: 00 PM Make notes on the concept for the web and TV ad campaigns. Prepare a story board to propose to the client. Submit for internal review.
3:00 PM-04:00 PM Review the press releases submitted by marketing and edit to check for basic corrections in grammar and language.
4:00 pm – 5:30 pm Attend internal training on graphical design tool by a co-worker.
5:30 pm – 6:00 pm Respond to emails from seniors and clients. Leave for home.

Career Ladder:

Exact career path or career ladder or career progression may change from organization to organization, but below is a typical path.

Sample career ladder for copywriter career path is given below.

Career Ladder Image:

CopyWriterCareerLadder

Description For Certifications:

Links to Copywriter Certifications or Credentials, that are offered by Professional Organizations that certify, can potentially help in climbing up the career ladder.

Professional Certifications or Credentials:

Certification Description Career Level Certifying Body
SEO Copywriter Search Engine Optimization (Search Engine Optimizer) Entry Level/Expert/Professional SEO Copywriter
IPA Foundation Certificate Entry Level IPA Foundation Certificate

Description For Associations:

Links to Copywriter Associations, that can also be identified as Professional Organizations, can potentially help in networking with other professionals and to learn latest developments in the field.

Professional Associations or Organizations:

Association Description More Info
PCA Professional Copywriters Association PCA
AWAI American Writers & Artists Inc. AWAI
PWA Professional Writers Association PWA

Copywriter Tools:

Links to a few Tools/Techniques (Also called Career Management Tools or Career Tools) and Methods (Also called Career Method Tools or Techniques) that the professionals in that career path tend to use, like this:

Tool Purpose More info
Copyscape Copyscape is a free web-based tool that allows to check the content of a webpage and check if it contains any duplicate content found elsewhere on the web. Copyscape
Flickr Free Image Sharing website that helps find and share required images for a copy. Due credit for the images must be given. Flickr
Thesaurus.com Is a Thesaurus website that helps a copywriter verify and write seamless content. Thesaurus.com
Read-Able It is a tool that tests the reading level, the quality of a copy. Read-Able
SEO Book Keyword Research Tool This tool is useful in helping a copywriter find high performing and competitive key words for the copy. SEO Book Keyword Research Tool

Copywriter Methods:

Links to a few Methods (Also called Career Method Tools or Techniques) and Tools/Techniques (Also called Career Management Tools or Career Tools) that the professionals in that career path tend to use, like this:

Method Description
Storytelling Storytelling is an essential copywriting technique, because not only does it hook the readers but it also helps them connect to the product or service on a personal level.
Bullet Point Writing It is a neat, organized technique that gives the gist of what needs to go in the copy to the copywriter.
Image Usage Using images strategically within a copy to support it is eye catching and more persuasive.
Usage of Facts It is smart to use the help of statistics, research and case studies to persuade people. Not everything within a copy should be abstract.

Copywriter Experts: