A public relations officer trains, develops and leads a staff of public relations (PR) professionals in building publicity for an organization. From a leadership standpoint, a PR officer helps develop a PR plan and then coordinates the different aspects of scheduling media communication and holding events.
The officer monitors implementation of a proactive strategy, which includes development of attributes to promote an organization and schedule press releases, news conferences and other media communication. A PR officer is also responsible for handling negative publicity from the media or consumers. Many officers must direct staff in responding to negative conversations on social media.