Marketing and Public Relation Officers are responsible for managing the reputation of a company, influencing opinion and behaviour through various communication channels.
The Role
  • Planning and orchestrating PR campaigns and strategies
  • Monitoring the public and media's opinion of a client or employer
  • Writing and editing press releases, leaflets, brochures, speeches, newsletters, websites and social media
  • Using all forms of media – including the national, regional and trade press as well as social media channels – to build, maintain and manage the portrayal of the business
  • Representing the company at events
  • Acting as a spokesperson for the brand
  • Training employees on how to handle media enquiries and interviews
  • Liaising with the press on potential news stories
  • Writing and editing in-house magazines, case studies and annual reports
  • Devising and coordinating photo opportunities
  • Managing, arranging and overseeing events
  • Managing and updating a client’s social media posts
  • Monitoring publicity
  • Commissioning market research
  • Developing good working relationships with the media
  • Arranging advertising
  • Most full time positions are 40 hours a week
  • Hours could be irregular and may involve early starts, late finishes and working at the weekend if you are meeting a deadline or handling a crisis
  • Newly trained marketing and PR coordinators can earn in the region of £20,000 and £25,000 per year
  • Trained with experience marketing and PR coordinators can earn in the region of £25,000 and £45,000
  • Senior, chartered or master marketing or PR coordinators – such as account directors and heads of corporate affairs - can earn in the region of £80,000 an £100,000
Salaries depend on location, employer and level of responsibility, and salaries and career options improve with chartered status.
Qualifications & Training
There are no set entry qualifications to work in public relations but PR is a very competitive industry and many employers expect you to have a degree. You could take a degree or a postgraduate qualification in public relations or a related subject such as journalism, advertising, marketing or business management. Many people go into PR as a second career after first working in areas such as journalism. You could also get a job in PR by joining a PR firm as an assistant. Professional qualifications for PR can be achieved from the CIPR and the Communication Advertising and Marketing Education Foundation Limited (CAM). Professional bodies such as the PRCA also offer qualifications that will help to develop your professional skills.