Public Relations Assistant Job Description
Public Relations Assistants help to create and distribute promotional materials for clients. They provide general support to public relations departments by completing tasks such as filing, copying and answering the phone. Public Relations Assistants might assemble press kits, send out customer surveys, assist in creating marketing campaigns, oversee social media content and conduct media research. They might work for public relations firms or in marketing, advertising or public relations departments of large or small companies.
The U.S. Bureau of Labor Statistics provides information about Public Relations Specialists, which includes Public Relations Assistants. The BLS states that this profession can expect see a 6 percent increase in job opportunities over the 2014-2024 time period. As companies continue to increase their use of social media and emphasize customer relations, it is believed that they will likely seek the expertise of public relations professionals.
Public Relations Assistant Duties and Responsibilities
To ensure their obligation to help clients increase their public image and awareness of their products and services, Public Relations Assistants must complete several tasks. We have reviewed several job listings and other resources and found the following among the core Public Relations Assistant duties and responsibilities.
Coordinate Public Relations Materials
Public Relations Assistants help to develop and distribute PR materials. This can include brochures, pamphlets, newsletters, videos and sell sheets. They might be responsible for gathering materials for trade shows or client presentations. Public Relations Assistants might also assemble and distribute press kits.
Oversee Public Relations Communications
It is usually up to the Public Relations Assistant to handle communications about clients to the public. They might supervise social media content, press releases and emails. Public Relations Assistants also oversee direct and mass mail materials.
Support Public Relations Department
Clerical duties typically fall to Public Relations Assistants. They will be responsible for keeping track of PR materials, filing, copying and other administrative tasks. They will answer emails and the telephone, respond to public inquiries and maintain the public relations database.
Public Relations Assistant Skills
Public Relations Assistants need to employ strong organizational and leadership skills. They should possess above-average written and verbal communication skills and be consistent team players who are able to work with various types of clients as well as the media. In addition to these general skills, a Public Relations Assistant could be expected by potential employers to possess the following skills.
Core skills: Based on job listings and other sources we studied, employers want Public Relations Assistants with these core skills. If you want to work as a Public Relations Assistant, focus on the following.
- Drafting press releases and other PR materials
- Coordinating press meetings and other events
- Applying knowledge of marketing and advertising strategies
- Understanding social media channels
- Monitoring PR industry trends
Advanced skills: While most employers did not require the following skills, multiple job listings included them as preferred. Add these to your Public Relations Assistant toolbox and broaden your career options.
- Experience in all Microsoft Office applications
- Knowledge of marketing databases
Public Relations Assistant Resources
It is beneficial to conduct additional research if you are considering a career as a Public Relations Assistant. Below, we have provided links to online and print resources about this career.
On the Web
PR Newser – A site offering blogs and articles relevant to Public Relations Assistants. Topics include how to develop client-agency relationships, cost efficient brand management practices and hiring trends in the PR field.
PR Conversations – Local and global insight into PR practices, trends and strategies by those working in the field, including Public Relations Assistants.
Public Relations Society of America (PRSA) – Established in 1947 and boasting a membership of more than22,000, PRSA provides training and networking opportunities for public relations professionals. This includes online and in-person training workshops and seminars, webinars and conferences.
International Public Relations Association (IPRA) – An international organization providing educational and training support to PR professionals since 1949.
The Public Relations Practitioner’s Playbook: A Synergized Approach to Effective Two-Way Communication – An extensive study of working in the public relations field, using examples and real-life stories to illustrate effective practices and techniques.
Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media (PR in Practice), Second Edition – Public Relations Assistants, who typically handle social media communications, will find this book helpful as it covers how to use new technologies and apply communication strategies when using various social media sites.
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