What does a Branding and PR Executive do?
The world of public relations – or PR – is a fascinating one.
There are so many exciting aspects to the PR industry besides meeting celebrities and writing press releases.
As Ronn Torossian so aptly put it: “PR is a mix of journalism, psychology, and lawyering – it's an ever-changing and always interesting landscape.”
What is a PR executive?
A Branding and PR executive has an accredited certification in an appropriate field (public relations, journalism, communications or English for example) with the necessary work experience.
By ‘necessary work experience', we mean that a PR and Branding executive will have been involved in communications for an extended period.
He or she will have been involved in pure and simple communications – such as journalism – or they would have been involved in brand communications.
A PR branding executive will also have management training.
In other words, they will have been trained in how to manage various processes to deliver a particular product at a company level.
This will make them adept at managing PR outcomes.
PR executives are responsible for the promotion, branding, management and the maintenance of the public's view of a person, company, product or service.
What this means that if, for example, something negative gains traction in the media about the brand, the PR executive will be tasked with making sure that this incident does not show up the brand in a negative light.
Yes, negative publicity may have been generated; however, what the PR agency does with this publicity is critical.
What does a Public Relations executive do?
Essentially, a PR and Branding executive creates positive media or consumer awareness for clients.
Alternatively, in other words, they build, maintain and protect their clients' reputations.
They look after their clients' public image in good and bad times, and it's all about having fantastic communication skills and reliable contacts and networks.
As we've said, these executives must be able to generate positive media coverage and find the hook that makes a dull story interesting.
The executive must find the angle in every client story that makes the story go from good to great.
They must be creative and strategic to manage everything from massive announcements to bad press.
The role of a PR and branding executive can vary quite a bit (also depending on the industry), and they need to be quite flexible. Some of the duties include:
- Creating and managing publicity or marketing branding campaigns.
- They are creating and managing media or consumer awareness. The executive always needs to be on top of what the market is saying about their brand so that they can handle any negative commentary should the need arise.
- Writing, designing or sourcing press releases, press conferences, and press kits. This is the face of the brand and needs to be on point.
- They are planning special events such as product launches, promotions, etc. Experiential marketing is where it's at these days. This means that PR executives need to be on top of creating bespoke opportunities.
- Pitching story ideas to or communicating with the media. The goal of the PR executive is to transmit their clients' brand messaging to the market. The way that this is done is through unique messaging that suits the particular publication's audience.
- Doing research or brainstorming for clients and campaigns.
- Arranging interviews and responding to press requests. A good PR campaign showcases a client's expertise in a particular subject. The best way to do this is by arranging interviews with publications in their specific niche so that the people who matter get to know of their experience.
- Building strong relationships with the media and clients, and
- So much more!
One thing is for sure, a PR and Branding executive will never be bored!
This is because there are so many various and different things that they do daily.
However, what a professional needs to realise in that sometimes one needs to throw out what one has learnt.
One needs to adapt the knowledge that has been acquired over so many years and look at the situation and adapt to it.