PUBLIC Relations can be both challenging and exciting. The role of the PR Department is to manage and maintain an organization's good image and reputation. If you think you are well-versed with the skills and knowledge in dealing with a variety of people, then you have good chances in applying for any vacant public relations jobs. Here are some of the basic responsibilities of PR professionals, if you are considering a career path in this line of work.

Establish a communication and information system.

Public and private organization need to strengthen relationships with external partners and inform the public of the status and accomplishments of their entity. This is often achieved through various publicity strategies which include sending out press releases, media advisories, tri-media and social media publicity campaigns, and even below-the-line advertising schemes which are organized to reach the most number of target audience as possible.

Establish and nurture linkages with various media organizations.

Forging and nurturing a good relationship with media groups is a very important key in PR work. These people play a significant aspect in bringing your key messages to your target audience. PR is focused on building lasting relationships which are not only beneficial to the company but to the media practitioners as well. PR professionals often invite news and media personalities to exclusive parties, screenings, luncheons or dinners, and give tokens such as movie passes, gift cards, and other gifts.

Manage media and public relations events.

The most common PR activity is the conduct of press and media conferences wherein media groups are invited and company officials have the privilege to discuss a particular issue or concern. At times, holding such conferences is an important strategy in crisis management. Through this kind of PR activities, companies have the opportunity to clarify a certain dispute and avoid incurring further collateral damage to the company.

Provide direct communication support to the top officials.

PR officers are usually designated as the official spokespersons if the top official is not available to address PR concerns. Furthermore, they are also in charge of preparing speeches, messages, media coverage, talking points, and other similar public and media relations requirements needed in any particular company event or project.