Public relations

The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.

PR, public image
PR

knowledge

cross-sector

Public relations is an essential knowledge of the following occupations:

Investor relations manager: Investor relations managers disseminate the investment strategy of the company and monitor the reactions of the investment community towards it. They use marketing, financial, communications, and security law expertise to ensure transparent communication to the larger community. They respond to inquiries from shareholders and investors in relation to the company’s financial stability, stocks, or corporate policies.
Public relations manager: Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.
Client relations manager:
Client relations managers act as the middle person between a company and its customers. They ensure that the customers are satisfied by providing them with guidance and explanation on their accounts and services received by the company. They also have possible other tasks such as developing plans or delivering proposals.
Special-interest groups’ official: Special-interest groups’ officials represent and act on behalf of special-interest groups such as trade unions, employer organisations, trade and industry associations, sports associations and humanitarian organisations. They develop policies and ensure their implementation. Special-interest groups’ officials speak for their members in negotiations about topics such as working conditions and safety.

Public relations is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

Corporate social responsibility manager: Corporate social responsibility managers monitor the practices of organisations and companies with regard to ethics and impact on the larger community. They advise on social responsibility and sustainability matters depending on the company’s needs. Corporate social responsibility managers promote actions that are environmentally conscious, philanthropic or related to human rights.
Financial manager: Financial managers handle all the matters in reference to the finance and investments of a company. They manage financial operations of companies such as the assets, liabilities, equity and cash flow aiming to maintain the financial health of the company and operative viability. Financial managers evaluate the strategic plans of the company in financial terms, maintain transparent financial operations for taxation and auditing bodies, and create the financial statements of the company at the end of the fiscal year.
Network marketer: Network marketers apply various marketing strategies, including ​network marketing strategies to sell products and convince new people to also join in and start selling these products. They use personal relations to attract customers and sell various types of products.
Marketing assistant: Marketing assistants support all the efforts and operations carried out by marketing managers and officers. They prepare reports in relation to the marketing operations needed by other departments, especially account and financial divisions. They ensure that resources needed by the managers to perform their job are in place.
 
Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Management assistant: Management assistants perform varied types of jobs, usually under general supervision. They carry out administrative tasks and support managers to ensure the entire department functions smoothly.
Sales manager: Sales managers develop sales and targeting strategies for a company. They manage sales teams, allocate sales resources based on the plans, prioritise and follow up on critical leads, develop sales pitches and adjust them over time, and maintain a sales platform to track all leads and sales.
Service manager: Service managers are responsible for the supervision and coordination of the provision of different professional and technical services to customers. They ensure a smooth interaction with clients and high levels of satisfaction post-service. This occupation includes the provision of policing, correctional, library, legal and fire services.
Fundraising manager:
Fundraising managers are responsible for raising money on behalf of organisations, often non-profit such as charities. Moreover, they manage the fundraised resources developing programs for its use. They perform a variety of tasks to raise money such as developing corporate partnerships, coordinating direct mail campaigns, organizing fundraisers, contacting donators or sponsors, and sourcing grant income from trusts, foundations and other statutory bodies.
Museum director: Museum directors oversee the management of the art collections, artefacts, and exposition facilities. They secure and sell works of art on the one hand, and strive to preserve and maintain the art collection of a museum on the other hand. Moreover, they also manage finances, employees, and marketing efforts of the museum.
Communication manager:
Communication managers, as spokespersons, the communications issued by the company for both the internal and the external clients. For internal clients, meaning the employees, communication managers ensure that communications reach each one of the employees and further questions can be answered. For external parties, they coordinate coherence among the messages transmitted in mails, printed materials, press articles, and corporate promotional materials. They strive to maintain truthful communications.
Advertising specialist: Advertising specialists provide advice to companies and organisations about the development of their advertising strategies and on advertising-related topics covering a more general strategic approach. They combine knowledge of marketing, budgets, and psychology with a creative mind to develop advertising campaigns. They propose alternatives to clients that promote their organisations, products, or projects.

References

1. Public relations – ESCO