The biggest job responsibility of a public relations consultant is to make his or her clients as well known and positively viewed in the community as possible. This means meeting with clients, finding out how they want to be perceived by the target audience and then designing campaigns and media events to ensure that it happens. A public relations consultant must have a good understanding of marketing techniques and strategies as well as being in touch with the community itself. Most public relations consultants will have contacts within the community that provide feedback and information on the company or clients current perception and what options the company may have for moving in the right direction.
A public relations consultant may meet with the company officials, managers or board and develop a written and oral presentation as to the best possible routes to increase public awareness and perception for the company. Some public relations consultants will continue to work with the company coordinating all aspects of the program or campaign. This may mean coordinating with graphic design artists, computer programmers, printers, marketing firms, distribution centers or other individuals involve in media campaigns. News coverage or local interest stories can also be generated by the public relations consultant.
The public relations consultant needs to work within the community or business sector to build a strong networking system. This will help them in the ability to get feedback, work with other professionals that can be of assistance, plus will help with marketing and advertising their services. Contacts in the media including local television and radio, advertising programs and even website design companies can be very beneficial. Excellent interpersonal and communication skills are needed by a public relations consultant.
Common work activities include:
- Setting appointment with clients to discuss media and public relations programs to assist in the recognition or perception of the company, agency or organization.
- Networking with businesses, agency representatives and media personnel to develop a strong framework of professional services.
- Researching the market, interpreting trends and understanding the needs of the community and businesses.
- Preparing reports, providing information and presenting recommendations.
- Coordinating the implementation of the advertising campaign or public relations program.