Introduction
Public Relations (PR) is all about conveying a positive image to
the public - usually via the media (newspapers, magazines, radio
and TV, for example.). PR assistants work in all sizes of
local authority, ensuring that the work of the Council is kept in
the public eye and that it is seen to be doing a good job. As
we develop into a more and more media-driven society, so the
importance of positive PR increases - and the number of jobs with
it.
Work Environment
PR assistants are based in an office environment - but their work
often involves going out and meeting journalists, and spending time
at the events they are publicising.
Daily Activities
It's the PR Assistant's job to help PR Officers to achieve the
team's goals - to keep the council's good name on people's lips
(nationally, locally, or both) and to make sure the public and the
media have the right information.
Their work can be proactive:
- gathering information about forthcoming events and the
Council's work;
- writing press releases;
- gaining approval for them to be released;
- sending them to journalists and others on their mailing
list;
- ringing journalists to see whether the story is of interest to
them;
- sending out follow-up information;
- arranging photo and interview opportunities, including launch
events;
- reading through newspapers and magazines and collecting press
cuttings - to show where their story was featured.
Or reactive:
- responding to requests for information from journalists;
- researching facts and figures when asked - from colleagues and
other departments in the council, for instance.
They may also be involved in researching new contacts, ringing
newspapers and magazines, radio and TV stations to find the most
appropriate person to talk to. They may have to work within tight
deadlines, both within their department - when an event is about to
happen - and with journalists - when the publication/programme is
about to be printed/broadcast. When an event is being
arranged, the PR assistant may be responsible for finding and
booking a suitable venue, tracking down celebrities and arranging
refreshments. And when it happens, they may be called on to look
after the press, photographers or VIPs.
Skills & Interests
PR assistants need to have:
- good communication skills - both written and spoken. They need
to be able to catch a journalist's attention quickly and make them
want to use their feature;
- logical thinking - able to capture the essence of a story
succinctly;
- the ability to juggle several tasks at once;
- the ability to work well under pressure - and willingness to
meet deadlines;
- an outgoing, sociable personality;
- perseverance - to make sure their message is conveyed.
Entry Requirements
There is no one route into PR. GNVQs/GSVQs in media studies
may be useful, as may BTEC/SQA qualifications - a Diploma or
Certificate in Business & Finance with a Marketing option, for
example. Some councils ask for a degree. There are a number
of university degree courses that include PR, marketing or media
studies as a speciality. There are also postgraduate diplomas and
Masters degrees in Public Relations. Once appointed, you can
work towards the professional qualifications of the Communication
Advertising and Marketing Education Foundation or the Chartered
Institute of Marketing.
Future Prospects & Opportunities
The number of PR assistants varies dramatically according to the
size of the local authority. It may be possible to gain promotion
within the department, to PR Officer and ultimately to PR Director.
It is also possible to move to other authorities for
promotion. There are PR jobs in commercial settings, outside
local government. Marketing and advertising roles may also be of
interest.
Further Information & Services
Chartered Institute of Public Relations www.cipr.co.uk
Chartered Institute of Marketing www.cim.co.uk
Communications Advertising & Marketing Education Foundation www.camfoundation.com
You may find further information about this area of work through
Careers Wales (www.careerswales.com/) or
in your local library, careers office or school careers
library.