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The main responsibility of a PR specialist is to communicate with the public and media on behalf of his/her client who can be a company, non-profit organisation or an individual. And the outcome of this communication has to be a positive public image and creation of strong relationship with the media, customers, the employees, investors and other interest groups as well as the general public.
A PR specialist is expected to appear on public events such as conferences, write press releases and newsletters, and to do a variety of tasks that have an influence on his/her client's public image. In many cases, this requires a great deal of flexibility in terms of both working place and schedule, especially in times of crisis situations. For example, when a negative news about the client gets into public, PR specialist is expected to respond promptly and efficiently in order to help the client retain their good reputation.
A PR specialist may work for a PR firm, or in a PR department of a larger company or non-profit organisation. But many PR specialists also run their own business as consultants or freelance specialists.
Below is the list of the ain work and responsibilities of a public relation executive that they have to do in their work:
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