Public relation officers can find employment in the corporate sector,
public sector, government agencies, tourist agencies, hotels, banks and
other financial institutions, private consultancy firms etc. Nowadays
they can find work even with individuals like political figures, models
and film stars who want their pictures, profiles and interviews published
in magazines and need agents who can do the work for them so as to have
a image in front of general public.
Public relations officers have to work within and outside the organisation.
Within the concern they have to conduct management-employee meets, to
inform organisations policies, activities and accomplishments. Outside
he has to liaison with government departments, trade unions, press etc
whose cooperation is required for the smooth functioning, and also have
to manage complaints from the consumers, organise events like fairs, exhibitions
etc.
The work involves keeping management aware of public attitudes and concerns
of the many groups and organizations with which they must deal. In addition,
public relations departments employ public relations specialists to write,
research, prepare materials, maintain contacts, and respond to inquiries.
Another important area of work in this field is to create public identity
or an image for public figures like political parties, models and film
stars. It include advising them on every aspect of personality, including
dress code, behavior, statement given in press, public appearances etc.
Lobbying, a new field in this career, involves bringing about the passage
of laws favorable to the special interest group they represent like a
company, industries, government etc. It is a strategy used to raise public
consciousness and influence policy makers in areas like environment, human
rights, education etc. This is an interesting area of work in public relation.
