Public Relations Coordinators analyze, 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, advertising agencies, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed.
PR Coordinators essentially manage the public’s perception of the companies or clients they represent, ultimately maintaining or improving their clients’ reputation and credibility. They also monitor media coverage and use multiple communication channels and media platforms to promote their clients’ image and brand.
Here’s a non-exhaustive list of common tasks Public Relations Coordinators are required to complete.
- Handling all aspects of different PR activities and strategies in order to manage the company or their clients’ public image:
- Conducting extensive research and planning, implementing, and managing PR strategies;
- monitoring publicity and conducting research to find out the concerns and expectations of the company or client;
- handling the company’s communications with the public, including consumers, investors, reporters, and other media specialists;
- planning publicity strategies and campaigns;
- developing, implementing, and evaluating communication strategies and programs designed to inform clients, employees, and the general public of initiatives and policies of the company they represent;
- maintaining and updating internal and external communication portals, such as newsletters, websites, and social networking pages;
- presenting creative work to clients for approval or modification;
- keeping clients up-to-date on new promotional opportunities and the progress of their current PR campaigns; and
- commissioning or undertaking relevant market research.
- Attending networking and media events, as well as meetings with clients, suppliers, and partner organizations.
- Liaising with internal and external stakeholders and business associates, such as employees, senior management teams, media professionals, and advertising and marketing agencies in order to coordinate the different aspects of the campaigns and PR activities.
- Assisting in the preparation and distribution of PR materials, such as press releases, brochures, posters, ad campaigns, and company reports.
- Initiating and maintaining contact with the media to create visibility opportunities:
- Arranging interviews and news conferences;
- contacting and getting people in the media to cover their events or conferences;
- acting as a spokesperson for the company or client and answer written and oral inquiries;
- assisting in the planning and execution of press launches, compiling reports, and presenting new products to the press, if any;
- writing concise stories for press outreach in a variety of formats;
- liaising with journalists, influencers, and other members of the media;
- implementing media campaigns and strategies; and
- pitching and placing necessary media coverage.
- Coordinating promotional events such as open days, speeches from senior managers, company visits, exhibitions, tours, and community projects.
- Maintaining the company’s press list up-to-date by collecting and editing the contact information of journalists and other members of the media.
- Keeping up-to-date with all issues that affect the company or organization, as well as the latest industry developments:
- Avoiding or responding to negative media coverage.
- Ensuring compliance with the company’s bylaws, regulations, policies, and procedures.
- Drafting press releases and preparing information for the media.
- Responding to information requests from the media.
- Helping clients communicate effectively with the public.
- Helping maintain their client or organization’s corporate image and identity.
- Drafting speeches and arranging interviews.
- Creating and updating media guest lists, tier media lists, and distribution lists.
- Evaluating communication and promotion programs to determine whether they are compatible with their client organization’s public relations efforts.
The average salary for PR Coordinator related jobs is $43,300 per year or $22 per hour. This is around 1.3 times more than the Median wage of the country. Entry level positions start at $30,000 while most experienced workers make up to $61,000. These results are based on 3 salaries extracted from job descriptions.