Public relations is an important part of a company’s marketing strategy. The public image of a business, organisation, semi-state body or private company can have a profound effect on their reputation, and as a result, their success. The role of public relations is to reinforce relationships, shape perceptions and raise the profile and trustworthiness of an organisation, brand or individual.

Using multiple communication channels your role as a Public Relations Manager will involve developing strategies to create positive media attention about your organisation or client’s reputation, brand, products or services. Public relations which are consistent with their core messages, words and actions build trust and enhance credibility. This in turn reinforces the brand, which can transform companies and increase sales. In a PR role you may work in-house in a large company alongside the marketing team, with a public relations company or freelance providing consultancy and expertise to your clients.

Even solid businesses may encounter a crisis from time to time. A good PR manager will have a plan in place in the event of a crisis, to mitigate against negative publicity. As a PR or Communications Specialist you will develop relationships with key contacts in media channels such as journalists, bloggers and influencers to manage press inquiries and secure media coverage

Corporate Affairs & Communications Managers are employed in major corporations to manage their external communications strategy and interactions with interested groups. Liaising with the public, media and key stakeholders, in this role you would manage their corporate identity, image, and reputation. For example, working with a healthcare provider, such as the HSE or NHS, you would be involved in liaising with staff, patients, public representatives and community groups.

Other roles in this sector include Marketing/Communications Managers and Public Relations Account Executives. Read more at the Public Relations Institute of Ireland.