Communications officer

Communications officers build and manage an organisation’s reputation in the eyes of the public and the media. Typical duties include writing news releases, using social media, preparing press statements, organising visits, answering enquiries and arranging exhibitions and conferences.

Also known as:

Press officer
Public relations officer

Work activities

Communications officers build awareness and maintain long-term goodwill and understanding between an organisation and its public. Public refers to any external group that the organisation has dealings with, and could include:

Customers or shareholders.
Employees.
The government.
The media (including local and national TV, radio and newspapers).
Local communities.
Pressure groups.
Wider society.

Some communications officers are responsible for promoting a business or an individual person. Others work for organisations like charities, government departments or local authorities, and promote a cause or policy. In both cases, this involves a number of tasks including:

Conducting research.
Writing reports and speeches.
Posting to social media, email and web pages.
Preparing press releases.
Answering enquiries.

Communications officers must develop good contacts with the media and encourage them to cover the organisation’s news.

Communications officers must also build good relationships with different public groups. They make sure that the lines of communication between the organisations they represent and these groups are clear, open and honest. They look for opportunities to promote the goods, services or message of their organisation or client in different and creative ways. They also need to analyse and understand the organisations they work for. They can then identify issues and predict trends that will have an impact on these organisations. Communications officers handle press and media relations. This means that they are often responsible for activities such as:

Liaising with the media.
Writing magazine and website features.
Making sure their organisation or client has a high profile in social media.
Producing promotional videos and films or multimedia presentations.
Researching public opinion and market trends.
Monitoring news stories.

Personal qualities and skills

As a communications officer, you will need to be able to:

Write clearly and concisely.
Pay close attention to detail, but also to see the larger picture.
Write in a number of different styles, tailored to the publication you are writing for and the audience. You will need to be creative.
Speak and write persuasively.
Understand the impact of social media and new types of digital media.
Work well in a team.
Get on well with people from different walks of life.
Be tactful and diplomatic.
Plan, organise and co-ordinate several different projects at the same time; you should be calm under pressure.

You should have:

Good verbal communications skills such as negotiation, presentation and public speaking skills.

Research skills.
IT skills.
Editing skills.
High energy levels.
Time-management skills.
Some budgeting and financial management skills.
An interest in current affairs.

An understanding of design, layout and printing could give you an advantage in a traditional communications officer role. Some knowledge of digital presentation techniques could be useful, for example, how to create digital video content for the web.

Pay and opportunities

Salaries for communications officers vary widely depending on the organisation they work for and their level of responsibility. The pay rates given below are approximate. Communications officers earn in the range of £22,000 a year, rising to £30,000 with experience.

Communications officers usually work a 38-40-hour week. However, sometimes you will need to work longer hours including evenings and weekends when necessary.

Employers are government bodies, firms in industry and commerce, local authorities, and not-for-profit and charitable organisations. Other employers are public relations consultancies. Opportunities for communications officers occur in some towns and cities throughout the UK, although many are based in London and the South East.

Self-employment opportunities occur for communications officers to become self-employed, working independently for a small number of clients.

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers, in journals such as PR Week (available online), on job boards (for example, through the Chartered Institute of Public Relations) and employers’ websites, and on the Government’s Find a Job service.

Entry routes and training

Most new entrants are graduates with some skills in related fields such as advertising, journalism and marketing, or essay-based subjects such as history and English. Universities and colleges also offer degree and postgraduate courses in public relations. A number of these are recognised by the Chartered Institute of Public Relations (CIPR). A range of HND or degree courses in business, marketing communications or media studies include options in public relations. There are foundation degrees available in business, marketing and journalism subjects.

A number of apprenticeships offer a route into this career path:

Content creator (level 3 / advanced)
Marketing executive (level 4 / higher)
Public relations and communications assistant (level 4 / higher)
Digital marketer (level 6 / degree)

Some companies offer graduate training schemes, some also offer training for school leavers in assistant or support posts. Many consultancies provide new recruits with a training programme that enables them to gain experience in areas such as research, press and media relations and marketing. Courses are offered by the Chartered Institute of Public Relations (CIPR).

Public relations officers can progress to management posts. Those working in consultancies can progress by handling larger and more prestigious accounts. Experienced public relations officers could become company directors, or might start their own business.

Qualifications

For entry to apprenticeships, you’ll need the following qualifications:

Advanced: GCSEs in English and maths, although you may be able to complete these alongside your course.
Higher and degree: Two relevant A-levels plus GCSEs in English and maths.

For entry to a degree course in public relations, the usual minimum requirement is:

Two to three A-levels.
GCSEs at grades 9-4 in two to three subjects. English and maths are usually required at GCSE.

Alternatives to A-levels include:

Edexcel (BTEC) level 3 National qualifications
International Baccalaureate (IB) diploma.

Adult opportunities

Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants might have a background in marketing, advertising, promotions and publicity, campaigning and lobbying, or journalism. Working as an information/publicity assistant, or in an administrative role in a public relations company, can lead on to officer-level posts.

If you don’t have the qualifications needed to enter your chosen degree or HND course, a college or university Access course could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

A range of colleges and universities offer courses in public relations at undergraduate and postgraduate level, including with part time/flexible and distance learning study options.

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Marketing manager
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