A public relations (PR) officer is responsible for building and maintaining good relations between an organisation and their clients or the public. They may work in-house or for a consultancy. Other job titles include public affairs, press, communications or media officers.

The Work

You could be:

• planning PR campaigns and strategies to achieve the aims of the organisation
• organising events including press conferences, exhibitions and open days
• writing and editing press releases, newsletters, brochures or website content and producing videos or DVDs
• managing and updating information on social media channels
• developing good contacts with the media
• writing speeches and giving presentations
• arranging hospitality, activities and gifts for visiting clients
• analysing media coverage and public opinion through research and surveys
• working within budgets and to deadlines.

Pay

The figures below are only a guide. Actual salaries may vary, depending on:

• where you work
• the size of company or organisation you work for
• the demand for the job.

Outside the public sector there are no set salary scales. Starting salaries may start at £18,000 to £20,000, rising to between £24,000 and £30,000 a year. This can rise with experience to between £40,000 and £45,000 a year. A director or head of corporate affairs can earn up to £100,000 a year.

Conditions

• You would work from an office.
• You would often travel to press conferences, trade fairs, and television or radio studios.
• You would normally work five days a week, but might have to work in the evenings and weekends to meet deadlines and attend network events.

Getting In

• Entry is very competitive.
• Most entrants have a degree. Subjects such as advertising, public relations, journalism, communication studies, media studies, business studies, marketing, politics and psychology are relevant.
• You need 4-5 Highers for entry to a degree course.
• If your degree is in a different subject you can take a suitable postgraduate course.
• It helps to have experience in journalism, marketing or advertising.

Job Outlook Scotland

Job Outlook Scotland

  Scotland

2020

2844

1.4 %

RISE

2025

2885

LMI data powered by EMSI UK

What Does it Take?

You need:

• excellent communication and presentation skills
• confidence, resilience and adaptability
• persuasiveness and the ability to network
• good IT skills
• creativity, originality and a flair for writing
• teamworking skills
• an interest in news and current affairs
• numeracy skills to work within budgets
• ability to multitask and work under pressure to meet deadlines.

Training

• Training is usually on the job. Some companies offer graduate training programmes.
• The Chartered Institute of Public Relations (CIPR) offer professional training courses at all levels.
• Their Foundation Award is for school leavers/students wishing to enter PR, and the Professional Certificate is for graduates who would like to move into PR, or who have at least two years' PR experience.
• With enough experience and training you can take the Professional Diploma before advancing to Accredited Practitioner Status and to the Member of the CIPR.
• You could also choose to take qualifications from the Public Relations and Communications Association (PRCA). More information is on their website.

Getting On

• You might start as a PR assistant or information assistant and work up to officer level.
• You could work either for a particular firm as a press or information officer, or for a public relations agency, representing various firms.
• As a PR officer for a company you could gain promotion to communications or media relations manager.
• If you work for a PR agency you may progress to senior account executive, account manager, or account director, or into a related field like advertising and marketing.

Contacts

The following organisations may be able to provide further information.