Public Relations Practitioner

Public relations is a management tool aimed at bringing people together to promote understanding. The public relations practitioner / officer (PRO) uses different forms of communication to establish efficient two-way interaction between the company and other groups of people. The public relations practitioner helps people and organizations to gain public acceptance by explaining the aims, objectives and methods of their organization, and by building and maintaining a favourable image.

Public relations practitioners use a wide range of media to build and sustain good relationships between the employing organisation and its clients through planned publicity campaigns and PR activities. They give out information for newspaper items, magazine articles and news spots so that the public are made aware of that employer's projects and accomplishments. Their work also entails arranging and conducting public contact campaigns which may include setting up speaking engagements, writing and producing presentations, press releases and speeches, speaking for employers at community functions, planning company conferences, anlysing media coverage and managing fund-raising drives. The public relations practitioner may prepare stockholders' reports, liaise with clients, managerial and journalistic staff about budgets, timescales and objectives, or work to improve employer / employee relations, and commission or undertake relevant market research.

The function of public relations is to build bridges of understanding, goodwill and awareness between a company and the public that it wishes to influence.

There is a trend for companies to outsource the public relations role, although many organizations do employ their own specialists. Public relations must not only keep the firm's "public" informed of new products, policy changes and staff changes, but it must keep top management informed of the public's reaction to the company and its products. Because of the strategic role of public relations, it is important to maintain close contact with the upper level of management.

The public relations practitioner may work in a variety of areas or in one specific field, such as: 

  • consulting

  • community involvement

  • employee communication

  • industrial affairs

  • media liaison etc.

Important skills are excellent communication skills, both orally and in writing, excellent interpersonal skills, good IT skills, presentation skills, initiative, the ability to prioritise and plan effectively, awareness of different media agendas and creativity.


This type of work is specifically geared towards employment by a publishing house. The majority of publishers in this country either fall into the educational or general book category. There are, however, publishing houses that specialise in publishing for niche markets, for example, classical literature and books for children, religious and technical books.

Getting Started

  • try to obtain vacation or part-time work in a publishing house

  • develop your interest in particular types of books

  • arrange to speak to a publisher about this type of career


Abm University College, Adventist University of Central Africa, Africa Renewal University, All Saints University Lango, Alliance International University, Archbishop James University College, Bindura University of Science Education, Bishop Stuart Universities, Boston City Campus & Business College, Botswana College of Distance and Open Learning, Cape Peninsula University of Technology, Capricorn TVET College, Catholic Institute of Kabgayi, Cavendish University, Central Johannesburg TVET College, Centurion Academy, Chinhoyi University of Technology, Coastal KZN TVET College, College of Cape Town , Damelin, Daystar University, Durban Computer College, Durban University of Technology , Durbanville College, Eastcape Midlands TVET College, Ed-U City Campus, Ekurhuleni East TVET College, Ekurhuleni West TVET College, Flavius Mareka TVET College, Gaborone Academy of Education, Gaborone University College of Law and Professional Studies, Gert Sibande TVET College, Gideon Roberts University, Goldfields TVET College, Great Lakes Regional University, Helderberg College NPC, Ibanda University, ICESA City Campus, IMM Graduate School of Marketing, Imperial School Of Business and Science, Ingwe TVET College, Institute of Development Management, Institute of Information Technology (IIT), Integrated Polytechnic Regional Centre, Integrated Polytechnic Regional Centre (East), Integrated Polytechnic Regional Centre (South), International University of Management, Jomo Kenyatta University of Agriculture and Technology, Joyce Ababio College of Creative Design, Kampala Institute of Vocational Training and Business Studies, KCA University, Kenneth Kaunda Metropolitan University, Kenya Highlands Evangelical University, Kenya Methodist University, Kenyatta University, Kepler Kigali, Kibabii University, Kibogora Polytechnic, King Hintsa TVET College, King Sabata TVET College, Labour College of East Africa, Laikipia University, Letaba TVET College, Limkokwing University of Creative Technology, Livingston International University of Tourism, Lyceum College, Majuba TVET College, Makerere University, Maluti TVET College, Management College of Southern Africa (MANCOSA), Management University of Africa, Marian University College, Masinde Muliro University of Science and Technology, Mega Size College, Meritorious Biz Tech College, Middlesex University Mauritius, Moi University, Mopani South East TVET College, Motheo TVET College, Mount Kenya University, Multimedia University of Kenya, Mulungushi University, Namibia University of Science and Technology, National Film and Television Institute, National University of Lesotho, National University of Science & Technology, Nelson Mandela Metropolitan University, Nile Source Polytechnic of Applied Art, Northern Cape Urban TVET College, Northlink College, North-West University, Open University of Tanzania, Oval International Computer Education, Pan Africa Christian University, Pearson Institute of Higher Education, Port Elizabeth TVET College, Red and Yellow School of Logic and Magic, Regent Business School, Riara University, Rongo University College, Rosebank College, Rusangu University, Scott Christian University, Sedibeng TVET College, Sekhukhune TVET College, Sol Plaatjies University, Solusi University, South Cape TVET College, South West Gauteng TVET College, St Paul's University, St. Augustine University of Tanzania, Stefano Moshi Memorial University College, Strathmore University, Tangaza University College, Technical University of Mombasa, The Copperbelt University, Thekwini TVET College, Tshwane North TVET College, Tshwane South TVET College, Tshwane University of Technology, Uganda Catholic Management and Training Institute, Uganda Technology and Management University, Umgungundlovu TVET College, United States International University, Université des Mascareignes, University of Botswana, University of Dar Es Salaam, University of Fort Hare, University of Iringa, University of Johannesburg, University of Kabianga, University of Kigali, University of Kisubi, University of KwaZulu-Natal, University of Limpopo, University of Lusaka, University of Nairobi, University of Namibia, University of Pretoria, University of Professional Studies (Upsa), University of Rwanda, University of South Africa, University of Stellenbosch, University of Swaziland, University of Technology Mauritius, University of the Free State, University of the Western Cape, University of Tourism, Technology and Business Studies, Vaal University of Technology, Valley View University, Varsity College, Victoria University, Vuselela TVET College, Walter Sisulu University, Waterberg TVET College, Western TVET College, Zimbabwe Open University

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