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The Role of Public Relations

Public Relations Executives manage the information between organisations or individuals and the general public. They promote their clients to their intended audiences through news items, press releases and product placements. A PR Executive works within a wider team and aims to influence public opinion or behaviour without the use of paid advertising. By generating positive news coverage, achieving product placement without payment in broadcast, print and new media, and placing spokespeople as commentators, a PR Executive works to proactively promote the profile and reputation of their clients.

KEY RESPONSIBILITIES

Typical Work Activities

The work of a public relations (PR) Executive is likely to vary from day-to-day, depending on the organisation and sector. PR agencies often specialise in specific industry sectors, such as consumer, business-to-business (B2B), financial or healthcare. Tasks typically involve:

• liaising on a daily basis with clients and the media, often via telephone and email;

• relationship building and networking with colleagues, clients and the media;

• monitoring the media, including newspapers, magazines, journals, broadcasts, newswires, social media sites and blogs, for opportunities for clients;

• working as part of an account team to develop client proposals and implement the PR activity;

• preparing regular client reports and attending client meetings;

• researching, writing and distributing press releases to targeted media;

• promoting news stories and features to the media, known as 'selling in'

• collating, analysing and evaluating media coverage;

• event management, including press conferences and promotional events;

• attending and promoting client events to the media;

• assisting with the production of client publications, such as in-house magazines;

Key Skills

• excellent communication skills both orally and in writing

• excellent interpersonal skills

• good IT skills

• presentation skills

• initiative

• ability to prioritise and plan effectively

• awareness of different media agendas

• creativity

REQUIREMENTS

- Be proactive, reliable, responsible and accurate with an attention to detail

- Possess the ability to keep information confidential

- Skilled in engaging with Key Opinion Leaders (KOLs).

- Must be well-versed in English and Mandarin in reading, speaking and writing.

- Self-motivated with a positive and professional approach to management

COMPANY VALUES

TRUST

Trust is the cornerstone upon which we build our relationships. We hold ourselves to the highest standards of how a partner should behave. We treat our people and our clients with respect, transparency and honesty.

TALENT

This is first and foremost a people business. We are committed to ensuring Publicis Groupe a destination for the best talent in our industry. We value people as individuals, growing ourselves as we grow our client’s business.

TRANSFORMATION

True transformation comes when we stop managing change, and instead initiate change. We believe in our purpose to be the admired force for business transformation. We believe that focusing on performance and results has the power to transform client business.