PPT SPRP04 s27

Master of Arts in Communication : Corporate Communication Studies
Course : Strategic PR Plan (1409SPRP04)

elearning.lspr.edu
Session Topic : Job Description of a PR
Specialist
Course: Strategic PR Plan
By Sriati Rusmin M.Si
LSPR eLearning Program
Powered by HarukaEdu.com - 1409SPRP04-
Hal 3
Part 1 Job description
Part 2 Job Activities
Part 3 Knowledge Requirements
Part 4 Skill & Ability Requirements
Content
Part1 : Job description
Hal 5
Public relations (PR) is about managing
reputation.
This career field aims to gain
understanding and support for clients as
well as to influence opinion and
behaviour.
Job description
Hal 6
PR officers,
Use all forms of media and communication to build,
maintain and manage reputation of organizations (public
bodies/services, businesses, voluntary organizations).
Communicate key messages, often using third party
endorsements, to defined target audiences to establish
and maintain goodwill and understanding between an
organization and its public.
Monitor publicity & conduct research to find out concerns
and expectations of an organizations stakeholders.
Report and explain findings to its management.
Job description: PR Officer
Hal 7
A public relations (PR) officer,
often works in-house
can be found in private and public
sectors: utility, media sectors, voluntary
and not-for-profit organisations.
may be based in consultancies.
Typical work activities
Hal 8
A PR Officers role,
Very varied
Depend on the organisation and sector.
Typical Tasks : Organize
1. Events: press conferences, exhibitions, open days and
press tours;
2. Public appearances, lectures, contests, or exhibits for
clients to increase product and service awareness and to
promote goodwill.
Typical work activities: Roles
Hal 9
Typical Tasks : Plan,
1. Develop and implement PR strategies;
2. Coordinate photo opportunities;
3. Direct development and communication of informational
programs to maintain favorable public and stockholder
perceptions of an organization's accomplishments and
agenda.
4. Conduct market and public opinion research to test
products or determine potential for product success,
communicating results to client or management.
Typical work activities: Roles - Plan
Hal 10
Typical Tasks : Prepare
1. And supervise production of publicity brochures,
handouts, direct mail leaflets, promotional videos,
photographs, films and multimedia programs;
2. Or edit organizational publications for internal and
external audiences, including employee newsletters and
stockholders' reports.
3. And deliver speeches to further public relations
objectives.
Typical work activities: Roles - Prepare
Hal 11
Typical Tasks : Manage
1. Source speaking and sponsorship opportunities;
2. PR aspect of a potential crisis situation.
3. Maintain & update infon on organizations website;
4. Commissioning of market research;
5. Fostering community relations via events: open days and
via involvement in community initiatives;
6. Responses to requests for info from media or designate
another appropriate spokesperson or info source.
7. Establish & Maintain cooperative relationships with
representatives of community, consumer, employee, and
public interest groups.
Typical work activities: Roles - Manage
Hal 12
Typical Tasks : Study
1. Objectives, promotional policies and needs of
organizations to develop public relations strategies that
will influence,
public opinion or,
promote ideas, products and services.
2. Research, write and distribute press releases to targeted
media
Typical work activities: Roles - Study
Hal 13
Typical Tasks : Liase, Confer or Consult with,
1. Production and support personnel to produce or
coordinate production of advertisements and promotions.
2. Other managers to identify trends and key group
interests and concerns or to provide advice on business
decisions.
3. Advertising agencies or staff to arrange promotional
campaigns in all types of media for products,
organizations, or individuals.
4. Colleagues and key spokespeople;
5. And answering enquiries from media, individuals and
other organizations, often via telephone and email;
Typical work activities: Roles - Liase, Confer or Consult
Hal 14
Typical Tasks : Others
1. Collate and analyze media coverage;
2. Write and edit in-house magazines, case studies,
speeches, articles and annual reports;
3. Coach client representatives in effective communication
with the public and with employees.
4. Purchase advertising space and time as required to
promote client's product or agenda.
Typical work activities: Roles - Others
Part2 : Job Activities
Hal 16
No. Activities Explanation
1.
Communicate with Persons
Outside Organization
Communicate with people outside the
organization, represent the organization to
customers, public, government, other external
sources.
This info can be exchanged in person, in writing,
or by telephone or e-mail.
2. Get Information
Observe, receive, and obtain info from all
relevant sources.
3. Think Creatively
Develop, design, or create new applications,
ideas, relationships, systems, or products, including
artistic contributions.
4.
Communicate with
Supervisors, Peers, or
Subordinates
Provide info to supervisors, co-workers, & junior
staff by phone, written form, e-mail, or in person.
5.
Organize, Plan, Prioritize
Work
Develop specific goals and plans to prioritize,
organize, and accomplish your work.
Job Activities: Stakeholder management, Info search, Thinking
Hal 17
No. Activities Explanation
6.
Interact With
Computers
Use computers & computer systems (hard &
softwares) to program, write software, set
up functions, enter data, or process
information.
7.
Establish & Maintain
Interpersonal
Relationships
Develop constructive & cooperative working
relationships with others, & maintain them
over time.
8.
Making Sound
Decisions & Solving
Problems
Analyze info & evaluate results to choose
the best solution and solve problems.
9.
Update & Use
Relevant Knowledge
Keep up-to-date technically, apply new
knowledge to your job.
10.
Schedule Work &
Activities
Schedule events, programs, and activities, as
well as the work of others.
Job Activities : Computers, Relations, Decision making, Knowledge, Scheduling
Part3 : Knowledge Requirements
Hal 19
No.
Knowledge
required
Explanation: Knowledge of
1. English language
Structure and content of English language.
Includes: meaning & spelling of words, rules
of composition & grammar.
2.
Communications
and media
Media production, communication, and
dissemination techniques and methods.
Includes: alternative ways to inform &
entertain via written, oral, and visual media.
3.
Sales and
marketing
Principles & methods for showing, promoting,
& selling products or services.
Includes: marketing strategy & tactics,
product demo, sales techniques, & sales
control systems.
Knowledge Requirements: Language, Communication, Sales
Hal 20
No.
Knowledge
required
4.
Customer and
personal service
Principles & processes for providing customer
and personal services.
Includes: customer needs assessment, meeting
quality standards for services, and
evaluation of customer satisfaction.
5.
Administration
and management
Business and management principles involved
in strategic planning, resource allocation,
human resources modeling, leadership
technique, production methods, and
coordination of people and resources.
Knowledge Requirements: Customer, Admin
Hal 21
No.
Knowledge
required
6. Psychology
Human behavior and performance;
Individual differences in ability, personality,
and interests;
Learning and motivation;
Psychological research methods;
Assessment and treatment of behavioral and
affective disorders.
7.
Computers and
electronics
Circuit boards, processors, chips, electronic
equipment, and computer hard & soft wares
Includes: applications and programming.
Knowledge Requirements: Psychology, Computers
Part4 : Skill & Ability Requirements
Hal 23
Skill Requirements: Writing, Thinking, Reading, Listening, Speaking
No. Skill required Explanation/description
1. Writing
Communicating effectively in writing as
appropriate for the needs of the audience.
2. Critical Thinking
Using logic & reasoning to identify the strengths
and weaknesses of alternative solutions,
conclusions or approaches to problems.
3.
Reading
Comprehension
Understanding written sentences and
paragraphs in work related documents.
4. Active Listening
Giving full attention to what other people are
saying, taking time to understand points made,
asking questions as appropriate, not
interrupting at inappropriate times.
5. Speaking
Talking to others to convey information
effectively.
Hal 24
Skill Requirements: Judgment, Time, Persuasion, Perceptiveness, Coordination
No. Skill required Explanation/description
6.
Judgment and
Decision Making
Considering relative costs and benefits of
potential actions to choose the most
appropriate one.
7.
Time
Management
Managing one's own time and the time of
others.
8. Persuasion
Persuading others to change their minds or
behavior.
9.
Social
Perceptiveness
Being aware of others' reactions and
understanding why they react as they do.
10. Coordination Adjusting actions in relation to others' actions.
Hal 25
No. Ability required Explanation / description: The ability to
1. Oral Expression
Communicate information and ideas in
speaking so others will understand.
2. Speech Clarity Speak clearly so others can understand you.
3.
Written
Expression
Communicate information and ideas in writing
so others will understand.
4.
Oral
Comprehension
Listen to and understand information and ideas
presented through spoken words and sentences.
5.
Problem
Sensitivity
Tell when something is or is likely to go wrong.
It does not involve solving the problem, only
recognizing there is a problem.
Ability Requirements
Hal 26
No. Ability required Explanation / description: The ability to
6.
Written
Comprehension
Read and understand information and ideas
presented in writing.
7.
Speech
Recognition
Identify and understand speech of another
person.
8. Originality
Come up with unusual or clever ideas of a
given topic or situation; Develop creative
ways to solve a problem.
9.
Inductive
Reasoning
Combine pieces of info to form general rules
or conclusions. includes: finding a relationship
among seemingly unrelated events).
10. Near Vision
See details at close range (within a few feet
of the observer).
Ability Requirements
elearning.lspr.edu
Associate Partners :
Powered by HarukaEdu.com
Course : Strategic PR Plan (1409SPRP04)

PPT SPRP04 s27

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

PPT SPRP04 s27

Uploaded by

Copyright:

Available Formats

Master of Arts in Communication : Corporate Communication Studies

Course : Strategic PR Plan (1409SPRP04)

You might also like