Public Relation Officer commonly known as PRO has become a common term in every organization whether it is commercial or non-commercial, government or private formal or informal and that too in very short span of time from its inception. Although this particular job is being performed from time immemorial i.e from the times of Raja’s and Maharajas or even before that from the time’s of Lord Rama’s and Lord Krishna’s when they used to send their Duta’s to the other kingdoms like Angad was sent to Ravana by Rama to bring peace by releasing Sita without any fight etc.
With the time and materialization of everything and anything the role of Duta’s and PRO’s of the present day has changed to a greater extent. PROs ensures internal cohesion in the company by maintaining a clear communications network between the management and employees. Its first objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding.
Public relations as a career option has came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities. In the times of cut throat competition and similar products and services to cell it is the Public image that has become important to all organisations and prominent personalities. The role of public relation specialist becomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organisation.
In terms of career opportunities, Public relations is broadly practiced for product publicity, corporate publicity, to have better relations with the government, to publish corporate publications like newsletter, bulletins, magazines for employees etc.
To discharge his duties with utmost efficiency a PRO must be up-to-date on current information to be imparted to the public. One must have excellent communication skills, both spoken and written so has to express thoughts clearly and simply. An effective personality and the ability to get along with a wide range of people both inside and outside an organization is necessary. A PRO must be polite always as he has to work under pressure or provocation. An organizing ability is required too, as one may have to organize conferences, lectures, exhibitions and public events. He mush have self-confidence and farsightedness. He must be able to understand human psychology and take decisions apt to the situation.
Young people with desire and capacity for hard work can get both money and satisfaction and rise to top positions very quickly in this profession . But to reach such high positions one should have to work hard and should have the requisite basic knowledge concerned with this field. For this there are specific short term and long term courses available which one has to undergo.
To become a PRO one has to undergo one or more of the following Courses
1. Educational Qualification
Bachelors degree in any discipline preferably with social sciences, liberal arts and humanities is required to take up a course in this field of PRO.
Interested candidate has to appear in an entrance tests conducted by the various institutions providing diploma as well as post graduate diploma courses in Public relations. Duration of most the courses is of one year. Apart from this there are also short term certificate courses.
However some colleges also give admission on the basis of % of marks obtained in the qualifying class
After completing this 1-2 years of course in which one has to go through all the major aspects like public relations principles and techniques, public relations management and administration, including organizational development, writing, emphasizing news releases, proposals, annual reports, scripts, speeches, and related items, visual communications, including desktop publishing and computer graphics, and research, emphasizing social science research and survey design and implementation.
Public Relation Officer Job Description
Public Realtion Officer's main job is to make a good image of the organisation he is working in. He is responsible to present a good picture of the organisation to the public and other government and non government organisation by his communication skill and influencing power.
Enormous employment opportunities are available for PRO’s in private as well as public sector organisations. Career opportunities in this field would depend on an individual’s area of specialization. Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. Nowadays they can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can do the work for them so as to have a image in front of general public.
Public Relation Officer can expect to get nearly Rs.15,000 to Rs.20,000 as far as a starter is concerned. After gaining some on job experience one can earn as good as Rs.25,000 per month and more.