PR Coordinators manage the public image of the companies or clients they represent, with the aim of increasing their media presence and overall popularity. They craft strategies and design campaigns that will help their clients maintain or improve their reputation and credibility. They also monitor media coverage and use multiple communication channels and media platforms to promote their clients’ image and brand.
PR Coordinators are mostly employed in specialized firms and agencies that work for all kinds of businesses and public figures. They can also work independently.
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’s or their clients’ public image:
- Carrying out research to find out the strengths, weaknesses, concerns, and objectives of their clients so as to provide them with the most tailored strategy possible;
- planning and executing publicity strategies and campaigns to promote their client’s brand and activity;
- managing the company’s interaction with their clients, the media, and the general public;
- overseeing all of their clients’ printed, broadcasted, and online communications;
- keeping clients up-to-date on new promotional opportunities and on 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, to discuss the different aspects of PR campaigns and activities.
- Drafting and distributing press releases, fact sheets, and media invites, along with any other communication destined to the media and the general public:
- Writing concise and compelling stories for press outreach in a variety of formats.
- Developing and cultivating strong ties with the media to help generate visibility opportunities:
- Liaising with Journalists, influencers, and other members of the media; and
- pitching and securing the necessary media coverage.
- Coordinating interview requests and organizing press conferences:
- Arranging for people in the media to cover their events or conferences; and
- assisting with the planning and execution of press launches and other promotional events, as well as presenting new products to the press, if any.
- Analyzing the impacts of campaigns and reporting their observations to the client.
- Maintaining an up-to-date press list by collecting and editing the contact information of Journalists and other members of the media.
- Following the activities of their client in order to adapt their image to their activities, as well as the latest industry developments:
- Preventing or responding to negative media coverage.
- Ensuring compliance with the company’s bylaws, regulations, policies, and procedures.
- Writing press releases and putting together media kits.
- Coordinating photo, sample, and interview requests.
- Helping their clients prepare for interviews, giving them clear guidelines and instructions.
- Coordinating press conferences and other media events.
- Creating and updating media guest lists, tier media lists, and distribution lists.
- Monitoring and analyzing campaigns to ensure they’re aligned with the established strategy.
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.
- Outstanding creativity and sense of initiative.
- Full understanding of media needs and media relationships:
- Having a tactical understanding of all primary social media platforms.
- Interpersonal, communication skills, and public speaking skills:
- Communicating clearly, both verbally and in writing, in order to create a clear and communicative environment with clients, organizations, journalists, and representatives;
- being able to cultivate and maintain strong ties with the media;
- being able to deal with a diverse group of people in potentially adversarial situations using a calm, polite, tactful, discreet, and effective approach;
- being able to write press releases and make presentations; and
- being confident while giving presentations and pitches to the client.
- Organizational and time management skills, ability to prioritize and plan effectively:
- Having strong multitasking skills; being able to work in a dynamic, fast-paced environment;
- coping with pressure and working to tight deadlines; and
- being organized enough to run several events at the same time.
- Analytical, problem-solving, and decision-making skills:
- Identifying issues and resolving problems in a timely manner exercising good judgment and critical thinking;
- being a clear thinker, especially when dealing with the media; and
- using good judgment in what they report and how they report it.
- Trustworthy enough to manage sensitive/confidential information.
- Proactive, reliable, responsible, and accurate with excellent attention to detail.
Opportunities for an entry-level job as a PR Coordinator are plenty, although the competition can be fierce. The minimum educational requirement applicants must meet is possessing a bachelor’s degree in the areas of Marketing, Business Administration, or Communications. Nonetheless, academic achievement is not everything in this field; what employers value most is experience, which can be acquired through internships or volunteer work. Moreover, applicants that have past experience working in any area related to Marketing or Sales will, undoubtedly, have an advantage over their competition.
Public Relations is a fast-paced, dynamic, and ever-changing field of work. Professionals in this area need to be highly adaptable, hardworking, and willing to go the extra mile if they want to move their way up the career ladder. Many professionals choose to further their studies or assist specialized courses and seminars in order to build a better curriculum.
Whether they work at a PR consulting agency, or in a company big enough to have their own PR department, PR Coordinators will be inevitably forced to work as part of a team. Most PR agencies or departments consist of a large group of people where everyone is assigned a specific task that is essential to achieve their desired goal. Being the ones in charge of maintaining the public image of their employers and customers, they must be in constant contact with them and their respective legal teams, being able to prevent that the media publishes something that might be offensive, or otherwise controversial, which could tarnish their image.
While it is formally understood that PR Coordinators work during regular business hours like most workers do, the role of the position they fill often leads them to work some extra hours. PR Coordinators spend a lot of time networking and liaising with their clients and media contacts, and must, therefore, include these activities in their busy schedules. It is not uncommon for PR Coordinators to work overtime or to travel, sometimes abroad, in order to meet with existing and potential clients.