Decide what goods a retail store will sell, and how they will be marketed.
A Public Relations Specialist is in charge of creating and promoting a positive image for a company by getting people — including customers, critics, and the media — to say and write nice things about it. You see, marketing is like running for office. To reach voters, you can either advertise yourself on TV or activate a grassroots network of people to organize support for your campaign. Usually, it takes a combination of both to win the election.
In other words, to propagate their message and maximize their reach, companies often utilize both paid advertising and free publicity. As a Public Relations Specialist, you’re in charge of the latter.
Unlike a Public Relations Representative, who usually works at a PR agency, you’re typically on staff. At a corporation, your job is to promote products and services. At a government agency or nonprofit organization, on the other hand, it’s raising public awareness of activities, issues, and accomplishments.
Either way, you’re paid as a Public Relations Specialist to get the word out. Your daily duties are designed to create news, generate word of mouth, and establish a positive reputation. For example, you monitor print and online publications for media mentions, and write and circulate press releases, articles, fact sheets, and newsletters. You also manage relationships with Reporters, Journalists, and Bloggers.
In addition, you organize press conferences, speaking engagements, media appearances, and interviews for executives. And on top of all that, you serve as a media Spokesperson, write speeches, and create and distribute press kits.
Basically, you’re a corporate sieve: You filter the inquiries that come in and the messages that go out, all in order to control the quality of your company’s image.