A press officer is a public relations professional who manages a company or entity’s interface with the media. Press officer jobs exist in a variety of contexts. Most government officers have a team of press officers to keep news media and journalists apprised of government activities. Private companies in all sectors also employ press officers to maintain and manage the company’s public image, manage press queries and interview requests, and keep the public aware of the company’s successes. Many public figures and celebrities also hire press officers for similar purposes. Press officers can find work in a variety of settings, but the job always centers on media relations.
In almost all countries, the press — newspapers, magazines, television media, and Internet news outlets like blogs, to name a few — play a significant role in the way in which the public perceives the news. The press shapes the public’s perception of what is happening in the world, in many ways, and tells the public what facts and figures matter the most. Companies and government entities usually have a vested interest in ensuring that they are properly portrayed to the media. More often than not, it is press officers who perform this important function.
Different press officer jobs exist within different industries. A government bureau usually requires press officers to be sensitive in terms of information knowledge, and may involve a lot of internal management when it comes to what employees can or cannot share with the media. Press officer duties in these situations are often focused on managing media interviews, coaching government officials on how to act in front of the media, and limiting press releases to essential, non-confidential information.
The description for corporate press officer jobs is usually more focused on corporate promotion. Corporate press officers often spend a lot of energy drumming up media attention for their company, brand, or product, and can spend more time soliciting interviews than managing interview requests. This job usually revolves around presenting the company in a positive light, from press releases and press conferences to news features and media mentions. Press officers who work for individual public figures and celebrities are usually similarly focused on promotion and public image management.
The day-to-day job of a press officer largely depends on the industry in which he or she works. The requirements can be mostly management focused, or can be organizational; they can involve a lot of travel, or can be performed mostly over e-mail or the Internet. A press officer to a government tax office is necessarily a very different job than for a pharmaceutical company or a famous actress. In all settings, these jobs require the same basic skill set, however, and usually require the same sort of training.
Press officer training is typically covered in college or university courses. Most press officers hold degrees in communications, public relations, or journalism. They typically are outgoing individuals who are savvy to public impression and have some understanding of brand management. To succeed, press officers must have excellent communication skills, and be able to manage and juggle multiple responsibilities at once while keeping a central focus.
