Public Relations Specialist - functions and tasks

A specialist in public relations is a specialty that came to us from the West along with the development of market relations. Still some 15 years ago, not everyone understood what kind of position, and often confused the duties of a PR manager with the functions of a spokesperson. It's no wonder, after all, even to get into the university such a specialty as a specialist in public relations, not so long ago it was impossible. In our country, such specialists were simply not trained anywhere, and with their functions for a while, qualified journalists, marketers and other related professions managed. But, as they say, demand dictates the offer. And today many universities give their graduates diplomas in public relations. So what is their responsibility?

As a rule, a PR manager, also called this position, in large companies is responsible for one of the following areas: internal corporate PR, which is based on personnel management, or public relations outside the company. Both these areas are part of the competence of PR specialists, but require several other approaches and methods of work. Let us consider them in more detail.

Intra-corporate PR

In short, for the atmosphere that reigns within the company, it is the specialist in public relations who is responsible for maintaining the company's irreproachable reputation among its employees; Detection and prevention of unexpected changes in the corporate environment; Generating new ideas for maintaining and developing team spirit through close contacts with staff; Assistance in resolving disputes between staff and management, bridging the gap between them; To facilitate the adaptation of the team to changes that occur in large companies almost continuously.

External PR

This is a somewhat different field of activity, in which the public relations specialist is responsible for how the company perceives society. This requires him to perform the following tasks: presenting the company to the public as a socially responsible public institution; The organization of mutual understanding of the organization with those with whom it contacts; Instant reaction to "emergency" situations, when it is necessary to "save the face of the company"; Fight against rumors and black PR; Control of all advertising actions and company events.

As in the first and second areas of activity, the public relations specialist should have full information, no matter what kind of source and source. Information is a key tool in the work of public relations. Anyway using information, a specialist in public relations manipulates collective or public opinion, creates or breaks stereotypes, works on the image of his organization.

Among the qualities that help to achieve success in the field of PR, in the first place, it is necessary to distinguish sociability, organizational and oratorical abilities, rich imagination and equanimity.