What do public relations personnel mainly do?

The responsibilities of public relations personnel in an organization include: establishing relations with the media, social organizations, customers and the government, organizing necessary political activities, mediating disputes, and adjusting the relationship between employees and investors. Of course, the public relations department is not only the spokesman of this institution, but also its important duty to understand the attitudes and needs of different related groups such as customers and employees. In order to improve their communication, public relations personnel need to establish and maintain good cooperative relations with group representatives, customers, employees, non-profit organizations, newspapers, magazines, radio and television and other media.

Public relations personnel are also responsible for collecting information to ensure that the public, interest groups and shareholders can keep abreast of the policies, activities and achievements of the organization. On the other hand, they also provide information for the management of the organization, so that they can know the public's attitude and the problems related to other organizations or institutions that must be solved in time.

Public relations personnel prepare to release information and contact the media staff responsible for publishing or broadcasting this information. On their desks, many radio or TV special programs and special reports of newspapers and magazines were born. Sometimes, these columns mainly introduce an organization, its policies to employees or its role in society; In most cases, the column is about a public topic, such as health, nutrition, energy or the environment.

Public relations personnel are also responsible for arranging and guiding the ways and steps for representatives of this institution to contact with the public. For example, they arrange the time for the company spokesperson to speak; They usually prepare speeches. They participate in social activities on behalf of employers, arrange to show introductory films, slides or other visual materials at meetings or school parties, and are also responsible for preparing large-scale meetings. In addition, written suggestions such as annual reports are also written by public relations personnel. In government agencies, public relations personnel are usually called press secretaries, information officers or public affairs commissioners. They ensure that the public is aware of the actions of government agencies or departments. For example, the Public Affairs Commissioner of the Department of Energy needs to inform the public of the proposal to continue renting coastal land for oil exploration. The press secretary of a parliamentary candidate has the responsibility to introduce the achievements of the candidate he represents to voters.

In large organizations, the public relations director is often one of the vice presidents of the organization. He may need to work with other supervisors to determine the overall planning and policies of the organization. In the public relations department, there are also special public relations personnel who are responsible for researching, writing and preparing all kinds of materials, keeping in touch with the outside world and answering all kinds of questions.

Public relations personnel who handle public affairs in small organizations or for private individuals often need to be "all-rounders" They are not only responsible for contacting the outside world and preparing all kinds of materials, but also helping the marketing department to solve the advertising problem and participate in marketing work.