Public Relations Specialist Job Description. Job description of a public relations specialist (PR specialist) Public relations job description

The reputation of an enterprise, profitability and even the very existence of an enterprise can sometimes depend on the degree of support from the public (in particular, from consumers). PR-specialists serve to protect the interests of business from negative public opinion, implement the policy of maintaining a positive attitude of the public towards the activities of the enterprise and its products.

Recognition of the increasing importance of good public relations for the success of the enterprise is the basis for the creation of a whole department of public relations, headed by a PR manager. PR-specialists are employees of such a department and conductors of the PR-policy of the enterprise. It is they who bring information to the media and the public, allowing to form a favorable image of the enterprise in the eyes of the general population. These employees communicate directly with the media, consumers, and other members of the public, explain the company's policy, and resolve disputes in conflict situations with investors. Public relations is understood not only to bring to the audience information about the history and activities of the enterprise, targeted propaganda, informational advocacy of the interests of the organization, but also feedback. By establishing feedback with the public, PR-specialists improve the formed image of the enterprise in the eyes of a certain audience. The tasks of PR-specialists also include the implementation of a program of information support for the promotion of goods (services) on the market. Based on the analysis of public sentiment, many products were "born" within the walls of the PR department, i.e. even before production.

Although there are no specific standards for evaluating a person's suitability for a job as a PR specialist, it is still desirable to have a liberal arts education. Therefore, PR specialists are, as a rule, former journalists, sociologists, psychologists, etc. Sometimes they are former employees of advertising agencies. The main requirements for the candidate are the ability to clearly and clearly express thoughts both orally and in writing, communication skills, energy, creativity and enthusiasm, self-confidence, ability to work in a team. It may also require knowledge in the specific area of ​​entrepreneurship in which the enterprise specializes. Newbies usually start out as a PR assistant. They maintain the company's PR archive, collect information for speeches and brochures. Having gained experience, they can already independently write the texts of news releases, speeches and articles for publication, assist the PR specialist in the implementation of PR programs developed by the PR manager. Specialists must have at least three years of experience in this field and pass internal certification.

Currently, about two-thirds of PR professionals work in the field of trade and advertising. The highest demand for PR-specialists is in big cities where mass media and other means of communication are developed. However, there is a trend towards a uniform distribution of this position in all areas and regions of business.

INSTRUCTION PR-SPECIALIST

I. General provisions

2. A PR specialist must know:

2.1. Fundamentals of a market economy, entrepreneurship and business.

2.2. Fundamentals of Marketing.

2.3. General PR methodology.

2.4. The place of the PR-department in the structure of the enterprise.

2.5. Methods for determining target audiences.

2.6. Basic PR tools (mass media, corporate newsletter, associations, entourage, information, etc.).

2.7. Principles of planning PR, PR-campaigns.

2.8. Methods of organizing and conducting PR-campaigns.

2.9. The structure and functions of the media.

2.10. Methods of working with the media.

2.11. The procedure for organizing and preparing press releases, information messages, holding briefings, press conferences, media kits, backgrounds.

2.12. Basic principles of client PR, internal corporate PR, crisis PR, other types of PR.

2.13. Basic principles of working with a competitive environment.

2.14. Fundamentals of journalism.

2.16. Computer technologies and software for automated information processing (texts, databases, etc.).

2.17. Fundamentals of ethics, sociology, psychology, philology.

2.18. Business correspondence rules.

2.19. The composition of information that is a state, official and commercial secret, the procedure for its protection and use.

II. Job Responsibilities

PR specialist:

1. Implements the PR strategy developed by the PR manager.

2. Collects information about the external image of the enterprise.

3. Conducts surveys of target audiences in accordance with the adopted plans.

4. Tests consumer attitude to products (services) in focus groups.

5. Collects statistical data about potential customers and competitors.

6. Classifies consumers by target areas, systematizes information about consumers.

7. Prepares materials for official communications for publication.

8. Establishes contacts with representatives of the media, places the necessary information in the media.

9. Participates in exhibitions, presentations organized by the company, or in promotions organized jointly with other companies.

10. Prepares texts of speeches, materials (including slides, films) for press conferences, press releases, etc.

11. Examines publications about the company, its products and services in the media, prepares reviews and submits them to the PR manager.

12. Prepares reports and proposals for various projects.

15. Performs official assignments of a PR manager.

III. Rights

PR-specialist has the right:

1. Information about all performance indicators of the enterprise.

2. Get acquainted with the documents that define his rights and obligations, criteria for assessing the quality of performance of duties.

3. Submit proposals for the improvement of the work related to the duties provided for in this instruction for consideration by the management of the enterprise.

4. Require the management of the enterprise to provide the organizational and technical conditions necessary for the performance of duties.

IV. A responsibility

The PR specialist is responsible for:

1. For improper performance or non-performance of their official duties provided for by this job description - within the limits established by the current labor legislation of the Russian Federation.

2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.

3. For causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.

is compiled in order to specify the working conditions of this employee at his workplace. What can be the structure of this document and what items can be contained in the instructions will be described in our article.

What is a Public Relations Specialist?

In companies that produce their goods or provide certain services, with an increase in sales, there may be a need to introduce such a staff unit as a public relations specialist. Its main task is to build relationships with consumers, including potential buyers.

Don't know your rights?

For the purposes of this article, a public relations specialist will be considered as an employee of the PR department, which is led by, for example, a public relations manager. That is, it is implied that he is entrusted with the performance of only individual tasks that are assigned to him by the management, and the head of the unit is already responsible for developing a general direction for the development of relations with the public.

Approximate structure of the job description for a public relations specialist

In every company where there is such a staff unit, public relations specialist job description It is compiled taking into account the specifics of the tasks assigned to it. In this case, the following document structure is usually used:

1. General provisions

   This section contains general information about the position. It can be divided into the following points:

   • job title (public relations specialist;
   • order of subordination;
   • requirements for qualifications and level of education (most often the employer wants to see a person with a higher professional education in this position), as well as an indication of the required work experience (often the restriction is set at the level of 1-2 years of work in the specialty);
   • regulatory documents that an employee should know and by which he should be guided in his activities (for example, legislative acts regulating the work of the media and advertising activities, and codes of professional ethics in the field of public relations in force in the Russian Federation and abroad).
2. Rights

   In order to be able to perform their duties, a public relations specialist is vested with a certain amount of rights, which are listed in this section. For example, such an employee may have the right to:

   • contact the manager for assistance in creating conditions for effective work;
   • send suggestions to management to improve the work process;
   • make information requests to collect data related to the goods produced (services rendered);
   • improve your skills;
   • represent the interests of the company in third-party organizations on issues within its competence.
3. Job Responsibilities

   This section defines what a public relations professional must do as part of their job function. So, this may include responsibilities:

   • implement the public relations development strategy developed and approved by the company's management;
   • collect information about the attitude of customers to the image of the company;
   • conduct sociological research on the instructions of the management and analyze their results;
   • maintain contact with media representatives;
   • prepare press releases;
   • participate in the preparation and holding of briefings, press conferences and other events;
   • prepare advertising texts for the official website of the company;
   • control the timely dissemination of information materials about the company's activities.
4. A responsibility

   This section serves to inform the employee about the types of responsibility to which he can be held for violations committed. It's about:

   • on disciplinary liability, which is brought to bear for violations committed in the field of labor relations;
   • on administrative and criminal responsibility, to which they are brought for committing misconduct that poses a danger to society or an individual;
   • on material liability that is possible for causing damage to the property of the employer within the limits established by civil and labor legislation.

What can be guided by the preparation of the job description of this specialist?

The job description is an optional document, and it is drawn up in cases where the employer decides so. What to write in it, what rights and obligations to fix in it, what requirements to set for the employee, is also established by the employer. However, on some issues there are recommendations given at the state level. So, when developing a job description for a public relations specialist to describe job responsibilities, qualification requirements and the amount of necessary knowledge, you can take as a basis the data enshrined in the qualification directory of positions, since there is such a position. At the same time, it is important to remember that all items must comply with the employment contract concluded with the employee and the legislation as a whole.

Also, one should not forget that the job description of a specialist must be drawn up in such a way that, guided by it, he can easily perform his labor function. In particular, the scope of the rights assigned to him should allow him to communicate with clients, third-party organizations and media representatives, if this is part of his duties. If the employee's activity is focused on preparing documents or analyzing data, then he has no rights to maintain relationships with third parties. Or, if the employer does not want to spend time training an employee, the qualification requirements should indicate the need for a certain length of service. Simply put, the job description of a specialist in charge of public relations should correspond to the real state of affairs, and not be drawn up just for show.

Representatives of each profession have their own instructions for action. It is needed to regulate their activities, as well as to regulate the workflow. The article will consider the job description for a PR specialist.

In which companies and why is it needed

The professional who provides the enterprise with interaction with people (potential consumers), is in high demand. This is not just a specialist of a narrow profile, but also a subtle psychologist, a good marketer, a born logistician.

His services needed by small and large organizations who need to conduct market research, and also want to promote their product to the masses. A wide range of functions of this professional makes him indispensable in a variety of areas - trade, production, logistics industry, services.

General provisions of the instruction

Appointment to the workplace and release from the performance of labor duties is carried out strictly in accordance with the law. This employee is directly related to the category of employees and is subordinate to the general manager of the company. The main functions of this employee include the following points:

• effective execution of all tasks received from higher-ranking employees;
• compliance with general norms of labor discipline and legislation;
• safety of inventory items that are in storage.

In the 6th paragraph of the Instruction, a list of skills is named that a candidate for this position must possess. And the following part indicates a set of legislative provisions that a professional uses in the process of work:

• local acts of a regulatory nature;
• organizational and administrative papers;
• internal labor regulations;
• labor protection standards;
• safety features;
• instructions and orders from the head;
• this job description.

At the end, it is indicated which employee should take responsibility for performing the duties of a PR master in the absence of the main specialist at the workplace.

Responsibilities and tasks

The competence of the PR manager is the mandatory implementation of the following labor functions:

• performance of tasks related to the conduct of the company's policy regarding public relations;
• taking part in the creation of plans for domestic and foreign policy;
• periodic interaction and maintenance of contacts with media workers;
• preparation and organization of briefings, conferences, seminars, symposiums, presentations;
• preparations for press releases addressed to members of the media;
• carrying out work on monitoring electronic media, as well as printed resources;
• participation in the development and implementation of information and analytical information for internal use;
• creation of advertising materials, formation of texts in order to create corporate programs, as well as to develop an official resource on the Internet;
• participation in preparatory work on assignments related to research and preparation of documents in the course of advertising campaigns;
• implementation of actions for the preparation, analysis, storage and application of information;
• ensuring the implementation of management decisions, timely provision of information about the current work process and its results.

If an official need arises, this employee may be involved in the performance of his obligations in overtime, which is provided for by the current norms of the federal law on labor activity.

This position is usually assigned to a person who has a higher professional education in this specialization. There are no complaints about the length of service. There are several working points that this specialist must take into account:

• labor options that are entrusted to him for implementation, as well as key tasks;
• resolutions, administrative and order documentation, other acts of a regulatory nature related to issues of organizing public relations;
• legal bases of the legislation on mass media and advertising;
• codes of international and domestic nature, as well as ethical principles of PR;
• prospects for further development of the company;
• political science, psychological component, norms of sociological science;
• the ways in which qualitative and quantitative research is carried out;
• features of media monitoring;
• principles for creating messages of an advertising nature, building the structure of articles, business messages, public speaking;
• methods of statistical data analytics;
• office work and business documentation;
• means and methods of formation and application of the company's own database;
• the main ways of collecting and processing materials using modern tools and technologies;
• labor legal framework;
• labor protection rules.

In addition to an extensive list of professional skills, a representative of this profession is presented with several requirements in terms of personal qualities:

• perseverance and diligence;
• active life position and ability to communicate;
• presentability in appearance;
• the desire to present oneself in the best light;
• creative component and creativity;
• the ability to quickly and consistently express their own thoughts.

Responsibility and rights

Performing his immediate duties, a PR specialist endowed with a certain set of legal powers.

1. Obtaining detailed information from all structures and departments of the company, if they are needed to solve work tasks.
2. Acquaintance with papers that define the rights and obligations of a specialist and his subordinate employees.
3. Obtaining information about the criteria by which the quality of work performance is assessed.
4. Submission to the management study of certain proposals related to the improvement of the work process for public relations.
5. The requirement from the management to provide appropriate conditions that will contribute to better performance.

There are several points for which the representative of this specialty is unconditionally responsible:

• ignoring the fulfillment of one's own obligations, the list of which is detailed in this job description;
• poor-quality performance of obligations within the limits established by the current labor law;
• the presence of offenses committed in the course of activities specified in the legislation of an administrative, civil and criminal nature;
• causing material damage to the enterprise, punishment and recovery is directly dependent on the extent of the damage caused to the company.

Each violation of labor discipline is punishable by law and involves a penalty (fine), and in larger cases - imprisonment for a certain period.

Advantages and disadvantages of the profession

Like any other profession, this position involves several positive and negative aspects:

1. The main plus is that the work promises to be creative and involves communication with a large number of people, and, accordingly, new interesting acquaintances and constant personal development.
2. Another nuance is the demand for the position and its popularity.
3. To date, the trend is that the level of wages of people employed in this area is constantly growing.

If we talk about the minuses, then there are several points:

1. High responsibility, because you have to analyze every word spoken and carefully plan your speech.
2. Dependence on other specialists who are not always decent and conscientious.
3. At the initial stages of activity, wages are low.

Thus, the profession is gaining popularity today. The demand for a PR specialist in the market today ensures that in a few years this profession will be even more important.

Briefly about the profession of a PR specialist - in this video.