What Does a Public Relations Coordinator Do?

Public relations coordinators are the glue that holds together an organization’s public image. They work with a variety of teams and departments to develop and implement strategies that promote positive perceptions of their company or organization in the eyes of customers, clients, vendors, etc.

Public relations coordinators may also be responsible for managing relationships with outside agencies or contractors who provide specialized services such as marketing, advertising, media relations, etc.

Public Relations Coordinator Job Duties

A public relations coordinator typically has a wide range of responsibilities, which can include:

• Managing the organization’s social media presence by creating content, managing social media accounts, and measuring performance of posts to ensure they meet goals
• Developing and executing public relations strategies, including planning events such as press conferences or social media campaigns like advertising or sponsorships
• Planning and coordinating media coverage of events such as conferences or performances to ensure maximum exposure for the organization’s message
• Monitoring industry trends and competing companies’ activities to identify opportunities for publicity or backlash
• Writing press releases about company news or other topics to promote products or services
• Manage relationships with media outlets to secure coverage of company events or products
• Coordinating meetings with journalists, bloggers, and other members of the media to discuss topics of interest to their organization
• Communicating directly with clients to answer questions or address concerns about products or services provided by the company
• Developing strategies to improve public awareness of an organization’s mission or goals by leveraging existing relationships with influential individuals in the community

Public Relations Coordinator Salary & Outlook

Public relations coordinators’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses.

• Median Annual Salary: $62,500 ($30.05/hour)
• Top 10% Annual Salary: $97,000 ($46.63/hour)

The employment of public relations coordinators is expected to grow faster than average over the next decade.

As organizations continue to recognize the importance of public relations, demand for these workers will increase. Organizations will need to communicate with a variety of stakeholders, such as customers, employees, and community groups, in addition to communicating with the traditional media outlets.

Related: Public Relations Coordinator Interview Questions and Answers

Public Relations Coordinator Job Requirements

A public relations coordinator typically needs to have the following qualifications:

Education: Most public relations coordinators need a bachelor’s degree in public relations, communications, journalism or another related field. Some employers may hire candidates who have a two-year associate’s degree.

Training & Experience: Public relations coordinators typically receive on-the-job training in the form of an orientation period with a company. During this time, they learn about the company’s products and services, the target audience and the methods of communication. They also learn about the company’s policies and procedures.

Certifications & Licenses: While certifications are not usually required for public relations coordinator roles, they can help you stand out from other candidates. They can also assist you with the day-to-day tasks associated with the role.

Public Relations Coordinator Skills

Public relations coordinators need the following skills in order to be successful:

Communication: Communication is the act of conveying information to others. As a public relations coordinator, you may be responsible for communicating with clients, the media and other stakeholders. Effective communication is an important skill for a public relations coordinator to have.

Research: Public relations involves a lot of research, including research into your audience, research into your company’s history and research into the latest trends in your industry. You may also research the best ways to reach your audience, including through social media, traditional media or other methods.

Time management: Time management is the ability to plan and execute tasks within a set time frame. Public relations coordinators often have many tasks to complete in a day, so time management is an important skill for them to have.

Organization: Organization is a crucial skill for a public relations coordinator. You may be responsible for scheduling meetings, maintaining a calendar and keeping track of important documents. Organization can help you be more efficient and complete your tasks on time.

Writing: Public relations involves the creation of content for a variety of audiences, including the media, customers, employees and other stakeholders. As a public relations coordinator, you may be responsible for writing press releases, social media posts, blog posts and other content. Strong writing skills can help you create engaging and persuasive content that can help your organization grow.

Public Relations Coordinator Work Environment

Public relations coordinators work in a variety of settings, including corporate offices, public relations firms, advertising agencies, and government agencies. They typically work full time, and some may work more than 40 hours per week to meet deadlines or coordinate special events. Some public relations coordinators travel to attend conferences or meet with clients. Although public relations coordinators may work under pressure to meet deadlines, they generally have a moderate level of stress in their jobs.

Public Relations Coordinator Trends

Here are three trends influencing how public relations coordinators work. Public relations coordinators will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for More Technical Skills

As public relations becomes more complex, the need for professionals with technical skills increases. This is because public relations is no longer just about writing press releases and getting media coverage; it now includes a wide range of activities, such as social media marketing, content marketing, and search engine optimization.

Public relations coordinators can stay ahead of the curve by learning how to use these new tools and techniques. In addition, they should also focus on developing their communication and interpersonal skills, which are essential in any PR role.

The Emergence of Digital Media

The emergence of digital media is having a major impact on the public relations industry. As more and more people get their news online, public relations professionals are shifting their focus towards digital media channels, such as blogs, social media, and video.

This trend is likely to continue into the future, as more and more people get their news from digital sources. Public relations professionals who are able to utilize these channels will be better positioned to reach their target audiences.

More Focus on Branding

Branding has always been an important part of public relations, but it is becoming even more so as businesses become more competitive.

Public relations professionals are now being asked to do more than just write press releases and arrange interviews. They are also being asked to help create and maintain a company’s brand identity. This requires a deep understanding of branding principles and how to apply them to different types of media.

How to Become a Public Relations Coordinator

A career in public relations is a great way to use your writing skills and passion for helping people. It’s also a field that offers many opportunities for growth. As an entry-level PR coordinator, you’ll likely be responsible for writing press releases, pitching stories to media outlets, and managing social media accounts. As you gain experience, you may move up the ladder and take on more responsibility, such as developing campaigns, managing teams, and working with clients.

Advancement Prospects

The public relations coordinator is responsible for assisting the public relations manager with the day-to-day operations of the public relations department. He or she may also be responsible for writing press releases, organizing press conferences, and arranging interviews. The public relations coordinator may also be responsible for maintaining the public relations department’s budget.

The public relations coordinator may be promoted to public relations manager, director of public relations, or vice president of public relations. He or she may also move into a related field, such as marketing, advertising, or corporate communications.

Public Relations Coordinator Job Description Example

At [CompanyX], we’re looking for a Public Relations Coordinator who will be responsible for executing public relations campaigns and strategies. The ideal candidate will have a minimum of 2 years’ experience working in public relations or a related field, and will be a creative thinker with excellent writing, editing, and communication skills. He or she will be responsible for developing and maintaining relationships with media contacts, writing and distributing press releases, and coordinating media relations activities. Additionally, the Public Relations Coordinator will be responsible for planning and executing public relations events.

Duties & Responsibilities

• Assist in the development and implementation of public relations plans and programs
• Write press releases, media alerts, pitch letters, and other communications materials
• Develop and maintain strong relationships with members of the media
• Monitor news stories, features, and trends relevant to assigned clients and industries
• Conduct research for projects as needed
• Assist with planning and executing special events, such as press conferences, media tours, and trade show appearances
• Prepare client reports summarizing media coverage
• Maintain accurate and up-to-date media lists
• Coordinate logistics for interviews, photo shoots, and other media events
• Track expenses and maintain budget records
• Perform administrative tasks as needed, such as scheduling appointments and maintaining files
• Provide support to senior public relations staff as needed

Required Skills and Qualifications

• Bachelor’s degree in communications, public relations, or related field
• 3-5 years professional experience in public relations, marketing, or similar role
• Exceptional writing, editing, and proofreading skills
• Excellent verbal communication and presentation skills
• Strong media relations skills and proven ability to secure media placements
• Proficient in Microsoft Office, with aptitude to learn new software and systems

Preferred Skills and Qualifications

• Master’s degree in communications, public relations, or related field
• Experience working in a agency environment
• Skills in graphic design, web design, and video editing
• Familiarity with social media platforms and analytics