Professional Occupations in Public Relations and Communications (5124)

Job titles

• actor agent
• affiliated stations relations administrator
• agent, entertainment
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Nature of work

This unit group includes specialists in public relations and communications who develop and implement communication and promotion strategies and information programs, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by consulting firms, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this unit group.

Fields of interest

• Working in an office
• Working with computers, information technology, and communications
• Writing, working in communications and information

Main duties

• Specialists in public relations and communications perform some or all of the following duties:
• - Develop, implement and evaluate communications strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations
• - Gather, research and prepare communications material for internal and external audiences
• - Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization
• - Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases
• - Develop and organize workshops, meetings, ceremonies and other events for publicity, fundraising and information purposes
• - Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions
• - Initiate and maintain contact with the media
• - Arrange interviews and news conferences
• - Act as spokesperson for an organization and answer written and oral inquiries
• - Co-ordinate special publicity events and promotions for internal and external audiences
• - Assist in the preparation of brochures, reports, newsletters and other material
• - Represent and act as an agent for talented individuals or individuals with specific occupational expertise
• - Prepare or oversee preparation of sports, literary, performance or other contracts.
• * Literary agents specialize in representing specific types of authors and writers. Performance agents specialize in representing specific singers, musicians, actors or other performers. Sports agents specialize in representing specific athletes or sports teams.

Employment requirements

• * A university degree or college diploma in public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required.
• * Practitioner in public relations may require an APR (Accredited in Public Relations) designation.

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