Overview of PR Department:

Public Relations (PR) is the practice of managing the spreading of information between our organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of organizational interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. Public relation is the idea of creating coverage for clients for free, rather than marketing or advertising. An example of good public relations would be generating an article featuring an organization, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a certain view about the organization, its leadership, products, or political decisions.

Team Structure:

  1. Public Relation Officers:

Public relations officers’ duties typically revolve around the media. They may field inquiries from journalists about our organization, participate in interviews on behalf of companies, or prepare company representatives to perform well in interviews and public appearances. They may also write or tasks others to write press releases about their companies’ initiatives and accomplishments and use their contacts in the media to secure press coverage.

  1. Assistant PRO:

PR assistants, along with account executives and other media relations specialists, help create and manage positive public perceptions of their clients. While the targeted group depends on the type of client, PR assistants help maintain affirmative relationships between the client and other businesses, employees, investors, legislators, customers, or other communities. As an entry-level employee, the PR assistant supports all members of the agency or firm in the day-to-day functions of media relations and the satisfaction of client needs.

  1. PR Photographer:

PR photographers use a wide range of photography technologies to capture, store and edit images for use by our organization. By using a wide variety of techniques, a PR photographer is able to capture photos from exciting angles that capture the moment. These photographs are collected into a portfolio and presented to an employer or higher-up who determines which photos are used for press article and other organizational purpose. PR photographer might also give some input and recommend which ones to use.

  1. PR Videographer:

PR videographer’s task is to shoot organizational program or events and deliver a final clip after editing. They can be out in the field capturing live events as they happen. Field work can be more varied and exciting, but may be stressful and require increased travel and longer, irregular hours. Occasionally, a PR cameraman will work as per the direction of PRO and relevant authorities.

  1. PR Assistants:

Assistants and other entry-level employees in the PR field are responsible for support, research, and administrative tasks when they first start. This may include preparing client files, presentations, and schedules, as well as monitoring relevant media coverage, assembling press kits, and fielding telephone calls from the media and clients. PR assistants may also distribute information between media relations specialists and account executives within the firm.


The primary stakeholder of PRO is the organization or famous person who want to maintain presence and reputation for academic uses.

The Stakeholder’s Responsibilities

It depends on the position of the Stakeholder in the context of the project development and implementation but typically could include the following responsibilities:

  1. Understanding the business rationale and ensuring that the project fits with the strategy for their area of business
  2. Making their detailed requirements known
  3. Committing the necessary resources to ensure the project is successful
  4. Taking ownership of appropriate deliverables
  5. Keeping informed of department progress and cascading information to others who need to know
  6. Proactively establishing training and development requirements
  7. Approving key project deliverables
  8. Identifying and resolving any department issue especially those associated with managing change during the transition phase.

Task & Responsibilities:

  1. A) Public Relation Officer –

Tasks often involve:

  • Planning, developing and implementing PR strategies;
  • Liaising with colleagues and key spokespeople;
  • Liaising with and answering inquiries from media, individuals and other organizations, often via telephone and email;
  • Researching, writing and distributing press releases to targeted media;
  • Collating and analyzing media coverage;
  • Writing and editing in-house magazines, case studies, speeches, articles and annual reports;
  • Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs
  • Devising and coordinating photo opportunities;
  • Organizing events including press conferences, exhibitions, open days and press tours;
  • Maintaining and updating information on the organization’s website;
  • Sourcing and managing speaking and sponsorship opportunities;
  • Commissioning market research;
  • Fostering community relations through events such as open days and through involvement in community initiatives;
  • Managing the PR aspect of a potential crisis situation.
  1. B) Assistant PRO:

Task involves:

  1. Keep calendars (editorial, press conference, events etc) and media list
  2. Participate in brainstorming and planning sessions
  3. Assist in organizing and execution of events, campaign etc.
  4. Conduct research to support PR planning
  5. Draft and distribute content such as newsletters and release
  6. Assist in tracking media coverage or PR metrics
  7. Invent ways to streamline communication and plan execution
  8. Undertake general administrative and clerical duties
  9. C) PR Photographer:
  • Handling relevant administrative arrangements, such as timing, press passes, transport and access to venues and events;
  • Photographing events or personalities, noting details for photographic captions;
  • Checking light values of areas and venues beforehand;
  • Maintaining photographic and electronic communications equipment.
  • Adding relevant keywords to image files relating to the photographic content for library sites so the image is recognized in search engines;
  • Ensuring that all pictures are appropriate, processed, cataloged and ready in time to meet deadlines;
  • Preparing and sending digital photographs for newspaper publication or whenever required to deadline;
  • Sourcing freelance photographers for a job or sourcing existing photographs if pushed to meet a deadline;
  • Researching and anticipating relevant events;
  • Working closely with other people concerned with the company, such as assistant and picture editors
  • Explaining technical photographic terminology to non-photographers


  1. D) PR Videographer:

Generally, tasks can include:

  • Assembling, preparing and setting up equipment prior to filming, which may include tripods, monitors, lighting, cables and leads and headphones;
  • Offering advice on how best to shoot a scene and explaining the visual impact created by particular shots;
  • Practicing the camera moves required for pre-arranged shots;
  • Finding solutions to technical or other practical problems (for example, the natural light conditions need to be taken into account when setting up shots);
  • Editing, Mixing and processing clips
  • Working quickly, especially as timing is such an important factor;
  • Taking sole responsibility in situations where only one camera operator is involved
  • Keeping up to date with filming methods and equipment;
  • Repairing and maintaining equipment;
  • Driving to and from locations.
  1. E) Assistants:
  • Keep track of deliverable and instruments required for meet or events
  • Dispatch of magazine, letters and other documents to their destination
  • Collection of material given for programs
  • Curricular task assigned by PRO

There can be other recruits as per the requirement and their tasks are assigned by the public relation Officer.




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