RA 3: APLICA LOS FUNDAMENTOS Y ELEMENTOS DE LAS RELACIONES

UT 2
PÚBLICAS (RR.PP.) EN EL ÁMBITO TURÍSTICO SELECCIONANDO Y
APLICANDO LAS TÉCNICAS ASOCIADAS.

UT 2: PUBLIC RELATIONS

CE A WHAT IS PUBLIC RELATIONS?:

a) Se han definido los “PUBLIC RELATIONS IS A STRATEGIC COMMUNICATION PROCESS THAT
fundamentos y principios BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN
de las RR.PP. ORGANIZATIONS AND THEIR PUBLICS.” PRSA. PR CAN BE USED TO
PROTECT, ENHANCE OR BUILD REPUTATIONS THROUGH THE MEDIA,
SOCIAL MEDIA, OR SELF-PRODUCED COMMUNICATIONS.

 A PUBLIC RELATIONS SPECIALIST IS AN IMAGE SHAPER.

 THEIR JOB IS TO GENERATE POSITIVE PUBLICITY FOR THEIR CLIENT
AND ENHANCE THEIR REPUTATION …
 THEY KEEP THE PUBLIC INFORMED ABOUT THE ACTIVITY OF
GOVERNMENT AGENCIES, EXPLAIN POLICY, AND MANAGE
POLITICAL CAMPAIGNS.
 PUBLIC RELATIONS IS AN ORGANIZATION’S COMMUNICATIONS
THAT SEEK TO BUILD GOOD RELATIONSHIPS WITH AN
ORGANIZATION’S PUBLICS, INCLUDING CONSUMERS,
STOCKHOLDERS, AND LEGISLATORS.
 IT INCLUDES:
O OBTAINING FAVORABLE PUBLICITY
O BUILDING UP A GOOD “CORPORATE IMAGE,”
O HANDLING OR HEADING OFF UNFAVORABLE RUMORS,
STORIES, AND EVENTS.

https://kottke.org/18/10/the-chicago-tylenol-murders-of-1982

SN SU NOMBRE
1ST TASK: EACH STUDENT CHOOSES A CRISIS THAT HAS BEEN
BRILLIANTLY MANAGED. IT IS SENT IN A PERSONAL VIDEO TO MOODLE.
HTTPS://WWW.BUSINESSINSIDER.COM/PR-DISASTERS-CRISIS-
MANAGEMENT-2011-5. MAX 5 MINUTES VIDEO

ADVERTISING IS NOT PUBLIC RELATIONS

2
 HOW IS PUBLIC RELATIONS DIFFERENT THAN ADVERTISING?

WHAT IS PUBLICITY?:

PUBLICIDAD PUBLICITY

PUBLICITY IS UNPAID COMMUNICATION ABOUT AN ORGANIZATION THAT APPEARS IN THE MASS MEDIA.
PUBLICITY HELPS BUSINESSES BUILD CREDIBILITY AND BRAND AWARENESS. IT'S A COST-EFFECTIVE
STRATEGY, BUT ONLY IF YOU CREATE NEWSWORTHY STORIES.
PUBLICITY STORIES HAVE TO BE INTERESTING, TIMELY AND RELEVANT. BORING STORIES THAT HAVE NO
MERIT WILL TAKE YOU NOWHERE AND COULD HAVE A DETRIMENTAL FACT ON YOUR BUSINESS BY CAUSING
PEOPLE TO LOSE INTEREST AND STOP LISTENING.

3
WHY IS PUBLICITY SO IMPORTANT?

PUBLICITY CAN BE HARD TO SECURE BUT… IF YOU CAN.. PUBLICITY BRINGS ALONG WITH IT SEVERAL
BENEFITS INCLUDING…
• PUBLICITY IS THE LOW-COST OR NO-COST OPTION.
• PUBLICITY POSITIONS YOUR BUSINESS AND THE PRINCIPALS OF THAT BUSINESSES AS
EXPERTS IN YOUR INDUSTRY.
• PUBLICITY HELPS YOUR BUSINESS TO STAND OUT AND BE NOTICED.
• PUBLICITY CAN HELP IN THE DEVELOPMENT OF PARTNERSHIPS AND STRATEGIC ALLIANCES.
• PUBLICITY BUILDS YOUR CREDIBILITY AND PROPELS YOU INTO A COMPETITIVE POSITION.

2nd Task: Define following concepts related with PR (send by Moodle)

 MASS MEDIA
 LOW-COST OR NO-COST OPTION
 STORIES HAVE TO BE INTERESTING, TIMELY AND RELEVANT
 HANDLING OR HEADING OFF UNFAVORABLE RUMORS, STORIES, AND EVENTS.
 PRSA
 HELPS BUSINESSES BUILD CREDIBILITY AND BRAND AWARENESS
 ONLY IF YOU CREATE NEWSWORTHY STORIES
 PUBLIC RELATIONS IS AN ORGANIZATION’S COMMUNICATIONS THAT SEEK TO BUILD GOOD
RELATIONSHIPS WITH AN ORGANIZATION’S PUBLICS, INCLUDING CONSUMERS, STOCKHOLDERS, AND
LEGISLATORS.
 PR CAN BE USED TO PROTECT, ENHANCE OR BUILD REPUTATIONS THROUGH THE MEDIA, SOCIAL MEDIA,
OR SELF-PRODUCED COMMUNICATIONS.

3rd Task: In pairs try to explain (talking activity) to your partner the difference between Advertising
& PR. Use the information given below. After that one person should defend PR and the other
should defend advertising for an imaginary company strategy giving 4 reasons for that.

4
*third-party: “seguridad a terceros, abalar la credibilidad

4th Task: SEARCH FOR PUBLICITY EXAMPLES. You can use this links to help you. Then, design
a PUBLICITY action using FAKEBOOK.
https://www.en-comunicacion.com/prensa/publicidad-vs-publicity/
https://clippingrrpp.com/publicity-estar-en-los-medios-sin-pagar/
https://www.todomktblog.com/2013/04/que-es-la-publicity.html
https://www.marketing-xxi.com/publicidad-no-pagada-incontrolada
https://www.silviamazzoli.com/que-es-publicity-como-conseguir-que-hablen-bien-de-tu-
empresa/
https://mglobalmarketing.es/blog/street-marketing-una-forma-creativa-de-llegar-al-publico-
2/
https://www.inboundcycle.com/blog-de-inbound-marketing/que-es-street-marketing-los-8-
mejores-ejemplos
https://www.marketingwebmadrid.es/publicity-significado-y-ejemplos/

We are going to design a publicity action using FAKEBOOK game.

Instruction are:
1. Imagine that you want to create a publicity action for HURTADO DE MENDOZA Centre.
2. Add a post talking about something good that that will attract students to come here next
year.
3. Put your name, date and POST (to post in FAKEBOOK you will need a password)
4. Take a screenshot and include it in the document with the other tasks

https://www.classtools.net/FB/1103-asuTr2

5
WHAT IS LOBBYING?:
5th task:
According to the OECD website: https://www.oecd.org/gov/ethics/lobbying.htm and the
document 10 LOBBYING PRINCIPLES: https://www.oecd.org/gov/ethics/Lobbying-
Brochure.pdf

Ask following questions:

1. What is OECD?
2. Talk about some topics (minimun 5) that try to improve OECD.
3. Why does OECD work on integrity in the public sector?
4. Is lobbying a democratic right? Why?
5. Nevertheless of lobbying.
6. Design a timeline of lobbying regulations.
7. What does COALITION OF INFLUENCERS mean?
8. What are the elements of strong lobbying regulation?
9. What are the views of the lobbying industry and those who are lobbied?
10. Explain with your own words the 10 Principles for Transparency and Integrity in Lobbying.

6
KEY SKILLS FOR PUBLIC RELATIONS

https://www.youtube.com/watch?v=Qvaw9wV_jeg

Excellent communication skills both orally and in writing

Excellent interpersonal skills
Methods of evaluation and social investigation knowledges
Good IT, administratives and budget skills
Good in languages
Presentation skills
Initiative
Ability to prioritise and plan effectively
Awareness of different media agendas
Creativity and good memory.
Self-reliance to gain the respect of all
Having a sure sense of priorities and timing.
Determined and tenacious
Analytical, diplomatic and tolerant working
Protocol and etiquette knowledges and events planners skills
Marketing and advertising tools knowledges

7
PUBLIC RELATIONS DEPARTMENT
1. PR Associate Director

A PR associate director plans public relations activity and develops strategies for a range of
clients. From winning new business with innovative, creative proposals, to executing them with
exemplary implementation skills, the PR associate director will also follow up with evaluation
and deep data analysis. This role requires strong project management skills and outstanding
creative flair. Excellent interpersonal skills are required to develop client relationships and act
as senior counsel to the wider business.
The day-to-day
Senior contact for client accounts.
Manage client service and agency performance.
Oversee PR campaigns from creative brief to implementation and delivery.
Analyse PR outcomes and interpret data.
Present findings to the board, clients and key stakeholders.
Delegate and provide advice to junior team members.
Nurture and develop talent.
Win new business and grow client accounts.
Contribute to the overall business.
Develop a wide network and establish credible contacts.
Provide strategic advice to senior board members and key stakeholders.
Manage superior service delivery and nurture client relationships.
Comply with legal formalities and contractual obligations.
Seek new business opportunities, pitching to prospective clients and network contacts.
Key responsibilities
Responsibilities will vary according to organisation and accounts but may include a combination
of:
Managing client relationships and building long-term partnerships with key client groups.
Providing feedback and dialogue with existing clients, and evaluating current and past projects.
Executing creative client projects and liaising with key personnel regarding delivery and
success.
Generating new business and identifying growth opportunities within current client contracts.
Developing a consistent and innovative corporate brand message.
Providing senior leadership within the business.
Developing the public relations team alongside other senior leaders to support brand building
exercises and boost positive media coverage.
Taking ownership of storytelling with new and creative ideas, driving the editorial strategy with
content pitches, press alerts and new campaigns in a range of media including social media.

8
Monitoring the industry and external climate to advise on public relations strategy and
positioning.
Managing public relations crises and providing counsel to senior leaders.
Reporting into the board and supplying high level data analysis.
Developing senior press relationships and managing contacts with key commentators, industry
spokespeople and sector influencers.
Key skills
Outstanding public relations skills, both verbal and written.
Ability to present to a range of stakeholders at a senior level and at client events.
Creative talents with an ability to initiate new campaigns.
Delegation and supervisory skills.
Keen networker with an ability to build and maintain large numbers of industry and media
contacts.
Team player with leadership and management skills within a PR environment.
Project management talents with an aptitude for organisation and attention to detail.
Ability to analyse complex data and interpret it for a range of audiences.
Business acumen with the ability to communicate across departments and represent PR at a
senior level within the business.
Qualifications
Bachelor’s degree in a relevant discipline including marketing, communications or business is
desirable but not essential. Experience may outweigh professional qualifications with employers
looking for proven track records in a similar position.
Relevant experience
At least five years solid PR experience within a specific sector or industry relevant to the post.
A strong industry network and contacts with senior journalists and members of the press.
Excellent client handling.
Proven track record of successfully implementing PR campaigns for a range of clients.
Polished presenter and adept at explaining PR terms and outcomes to senior players.
Commercial acumen and experience of developing new business.
A deep understanding and knowledge of the PR and communications sector.
Management experience of developing star performers and overseeing performance.
Experience in managing budgets.
Driven, ambitious and willing to contribute to the business.
Hours (according to PR week)
Standard hours are generally Monday to Friday, 9:00am to 5:00pm. As a public relations
associate director and the key contact for clients you may be required to work irregular hours
when workloads demand or to attend key industry events and networking forums. You will also
need to be on hand to manage in a crisis.
Salary

9
Earnings will vary according to sector and experience. Roles in the professional services and in
London may attract a higher earning potential. Associate directors can expect to earn anything
in the range of £45,000-£85,000 per annum plus bonus in some businesses.
Career opportunities
PR director (agency)
PR director (in-house)
Head of group / department
Managing director / CEO

2. PR Account Manager

A PR account manager is typically responsible for managing a portfolio clients and promoting
them to their target audiences. An influencer of public opinion, you grow brands and help drive
sales through a range of PR tools such as news items, press releases, case studies, product
placement and social media activity. You will be the key to shaping your client’s reputation and
profile and will manage their press coverage and often advertising too.
The day-to-day
Managing a portfolio of clients’ PR accounts
Providing strategic counsel to clients to aid their PR and wider marketing campaigns
Providing commentators and product or company information to the media (newspapers,
magazines, radio, television and online news sites)
Building relationships with existing and new clients
Building relationships with key media contacts
Liaising with clients regarding press campaigns, creative projects and PR solutions
Dealing with the media, speaking to journalists and other members of the press
Providing innovative and creative ideas to clients
Briefing clients and updating them on press campaigns
Analysing PR coverage and providing written reports
Communicating effectively with a range of stakeholders
Browse the latest PR account manager jobs
Key responsibilities
Responsibilities will vary according to organisation and accounts but may include a combination
of:
Daily point of contact with key media contacts
Developing industry, sector and product focused PR campaigns
Managing the needs of the client and their accounts
Contributing to daily meetings, and liaising and updating clients on PR activities
Keeping abreast of current PR trends and tools
Building client relationships and maintaining a network of media contacts including journalists

10
and industry spokespeople
Spearheading both traditional PR and social media projects
Developing news angles, stories and pitches to further the client’s profile, products and services.
Fulfilling the client’s key performance indicators and growing accounts
Being involved in pitching for new business and developing PR proposals
Managing a high level of client interaction
Managing and mentoring junior members of staff
Key skills
High levels of communication - both presentation, verbal and written skills
Impressive emotional intelligence and interpersonal expertise
A passion for the media, including social media
Flair for creativity, strategic thinking and innovation
Strong copywriting and marketing mastery
Commercially aware and business savvy
Good industry knowledge and experience in building influential networks
Solid computer prowess and project management skills
Outstanding organisation with an ability to manage multiple projects and portfolios
Service focused and sensitive to confidential information
Qualifications
Graduates with relevant degrees in the arts, media or public relations are desirable. PR
qualifications from the PRCA or CIPR are also highly valued. However, a lack of qualifications
aren’t necessarily a barrier to entry if you can demonstrate strong interpersonal, writing and
project management skills, a creative flair and an interest in the media.
Work experience in related fields including journalism or marketing offers transferable skills to
a career in PR and is therefore attractive to potential employers.
Relevant experience
Experience of directing business to business (B2B) or business to consumer (B2C) PR accounts
Agency experience is preferred
Evidence of copywriting, marketing and report writing, social media, event management and
client liaison skills
Strong communication with excellent presentation and data analysis capabilities
Aptitude to build a network of influencers and press commentators
Industry knowledge and contacts is beneficial
Salary
Salaries vary according to seniority, experience and industry sector with financial and B2B often
paying amongst the highest. Location has a bearing too, with London paying a higher wage than
other geographic areas. A typical salary for a PR account manager will be in the range of £25,000-
£35,000.
Hours

11
Standard hours are generally Monday-Friday, 9:00am - 5:30pm. There may be a requirement to
work irregular hours or overtime to meet client deadlines, manage a client crisis or press launch.
Attending networking events and social occasions with clients will also add to your working
hours.
Career opportunities
Senior account manager
Account director
Associate director

3. Public Affairs Managers

Public affairs managers work to advance the interests of their employers with decision-making
bodies such as the UK government and Parliament, the EU, industry regulators, local government
and non-departmental public bodies.
They also seek to ensure a positive perception of their organisation with other ‘stakeholders’
such as the media and non-governmental organisations. Public affairs managers monitor the
effect of public policy changes on their organisation and advise senior staff. They can work for
companies, trade associations, think-tanks, trade unions or charities.
The day-to-day
Public affairs managers will typically:
Establish regular contact with politicians, political advisers, civil servants, non-departmental
public bodies or regulators to keep them informed about the organisation’s work and policy
concerns Organise or attend regular meetings with these stakeholders, representing their
organisation and forging contacts with key decision-makers
Report back to colleagues on the content of such meetings and arrange follow-up submissions
Monitor proceedings of the UK Parliament and European institutions and provide analysis of
these for senior staff members
Provide internal forecasts of the likely effect of public policy changes on their organisation
Write or edit submissions to government, EU or regulator consultations
Provide written or oral briefings for senior staff members and advise them on contact with
decision-makers
Draft press releases and build relationships with media contacts
Keep abreast of important media stories on a daily basis
If necessary line manage a team of public relations officers
Proof-read and, if necessary, rewrite media statements
Key skills
Excellent writing and speaking skills: Public affairs managers have to write briefings, press
releases and consultation responses, as well as give presentations internally and externally
Great networking skills: More than for most jobs, networking skills are integral to the role. Public

12
affairs managers need to possess or hone the ability to confidently approach a diverse range of
people and strike up a conversation. This needs to be allied to the ability to stay in touch with
decision-makers and retain contacts
People management skills: Often, public affairs managers need to manage a team of public
affairs officers
Information gathering and interpreting: The ability to take on board and understand reams of
new information is a key skill that is required of a public affairs manager. They have to keep
abreast of ever-changing political developments and advise senior staff of the implications for
the organisation
Political knowledge: An intimate knowledge of the political process in the UK and Europe is
crucial
Qualifications
A first degree is expected. The most appropriate subjects are politics or law. A career
qualification, a diploma in public affairs, is offered by the Chartered Institute of Public Relations.
Relevant experience
A civil service background is common for public affairs managers. Some work up from the role
of public affairs officer. If switching into public affairs, a track record of project management is
helpful.
Do you have what it takes? Find your next public affairs manager job now
Salary
£35,000 - £60,000 per annum.
Hours
Typical Working Hours: 9:00am - 5:30pm
Regular office hours of 9:00am-5.30pm apply but attending evening functions is an intrinsic part
of the job. Travelling and nights away are often par for the course as well.
Career opportunities
Senior public affairs manager
Public affairs consultant
Communications manager
Director of policy

4. Public Relations Account Executives

Public relations account executives normally work for PR agencies or integrated marketing
consultancies, typically handling four or five different client accounts simultaneously. They work
on b2b or b2c campaigns or a mixture of both, depending on the agency.
From writing and selling in press releases to the media to running social media campaigns, PR
account executives work within a wider team to influence public opinion or behaviour on behalf
of their clients, usually without the use of paid advertising.

13
 The day-to-day
A PR account executive will typically:
Write press releases, news stories, articles, case studies and product pieces
Pitch press releases and feature ideas by phone or email to national, regional and trade
journalists, across print, broadcast and online, to interest them in covering their clients’ stories
Respond to phone calls and emails from journalists
Arrange interviews and editorial meetings with key journalists for clients’ spokespeople - in
person or over the phone - and facilitate these meetings where appropriate
Monitor media coverage and report results to the wider team and clients
Attend client events and industry conferences
Handle clients’ social media accounts such as their Twitter, Facebook or LinkedIn page
Deliver analytics reports on social media, reporting on traffic, engagement and follower figures
Brainstorm fresh ideas for PR campaigns
Key skills
English language fluency: You need to have excellent written and spoken English.
Copywriting skills: You need to be hot on spelling, grammar and proof-reading, as well as have
a creative flair for producing engaging copy.
Presentation skills: From communicating ideas to your team to presenting stories to journalists,
you need to organise information in a succinct and interesting way to capture their attention.
Strong interpersonal skills: Whether it’s over the phone, by email or in person, PR is all about
people, so you need to be approachable, friendly and empathetic, and be able to relate to
people on different levels within the agency, with clients and with the media.
Excellent telephone manner: You will spend a lot of your time pitching stories to journalists, so
you need to have the confidence to pick up the phone and speak to them and maintain a positive,
friendly and upbeat tone.
Time-keeping: You will often be working to tight media deadlines as well as meeting the
demands and pressures of your team and clients, so you need to be able to work quickly and
efficiently, without compromising on quality.
Resilience: You need to be ballsy enough to pick up the phone to national journalists and resilient
enough to handle criticism and rejection.
Qualifications
A relevant undergraduate degree such as PR, journalism or English Literature is normally
expected but not essential. PR qualifications from the PRCA or Chartered Institute of Public
Relations can also boost your knowledge either as an alternative to a degree or at postgraduate
level. For positions with multinational companies, a qualification in a second language, such as
French, Spanish, German or Arabic, can also be useful.
Relevant experience
Prior experience working in a PR agency, press office or fast-paced media environment is
preferable. However, the amount of experience you need varies by agency. Some agencies will

14
take graduates as interns or PR assistants and from there you can progress to an account
executive within 6-12 months. A PR degree could lead you to a junior account executive or
account executive position in smaller agencies. Larger agencies tend to require more
experience as they tend to be more fast-paced working on huge accounts.
Salary
The starting salary for an account executive typically ranges between £16-£19k per annum.
Hours
Typical Working Hours: 9:00am - 5:30pm
Career opportunities
Senior account executive
Junior account manager
Account manager

5. PR Account Director

A PR account director is the senior contact for clients within an agency or in-house organisation.
They manage and oversee a PR team to ensure campaigns are delivered and service level
agreements are met. Commercially minded and creative in nature, the PR account director is
adept at building relationships with key commentators, industry spokespeople and senior
journalists. They direct and lead PR projects and provide counsel to their clients and board alike.
As a senior member of the business they deliver new business and grow existing accounts.
The day-to-day
Senior contact for client accounts
Managing client service and agency performance
Overseeing PR campaigns from creative brief to implementation and delivery
Analysing PR outcomes and interpreting data
Presenting findings to the board, clients and key stakeholders
Delegating to and managing a PR team
Nurturing talent
Winning new business and developing current client accounts
Contributing to the overall business
Developing a wide network and nurturing key contacts
Key responsibilities
Responsibilities will vary according to organisation and accounts but may include a combination
of:
Leading and managing a team of PR professionals and account managers, providing career
counsel, professional development support, monitoring and performance reviews
Identifying training needs where required
Managing new accounts along with existing ones

15
Key contact for clients.
Overseeing media strategy and account development
Providing support for agency growth and development of new business pipeline
Achieving exceptional outcomes for current clients and managing an extended portfolio
ensuring consistency of service is delivered in line with company policy
Championing the agency values and brand
Developing senior press relationships and managing contacts with key commentators, industry
spokespeople and sector influencers
Offering crisis management and counsel to clients and extending networking opportunities
Overseeing provision of account resources
Formulating business strategy in conjunction with other directors
Reporting into the board and providing high level data analysis
Key skills
Leadership and management skills within a PR environment
Talent development expertise
Senior experience within a PR agency or in-house position
Business development abilities with track record of success
Experienced at winning new clients and pitching for business
Keen networker and adept at building relationships with key influencers and industry
spokespeople
Proven ability to present complex industry information to target audiences
Expertise at handling a range of media to place products, grow brands or pitch for new
customers
Excellent project management skills with strong organisational and planning skills
Exceptional written, verbal and presentation skills
Ability to analyse complex data and interpret it for a range of audiences
Outstanding interpersonal skills
Strong negotiation and delegation skills
Business acumen with the ability to communicate across departments and represent PR at a
senior level within the business
Qualifications
Experience in relevant roles is more important as an account director than qualifications at this
stage. Most will, however, have an undergraduate degree in a related subject such as English or
the arts. For those looking to transfer to the industry, attractive skills include management,
creative expertise and journalism.
Relevant experience
Extensive experience of PR within a specific sector or industry relevant to the post
A strong industry network and contacts with senior journalists and members of the press
Proven track record of successfully implemented PR campaigns for a range of clients

16
Polished presenter and adept at explaining PR terms and outcomes to senior players
Commercial acumen and experience of developing new business
Management experience of developing star performers and overseeing performance
Driven, ambitious and willing to contribute to the business
Salary
Earnings will vary according to sector and experience. Roles in the professional services and in
London may attract a higher earning potential. Account directors can expect to earn anything in
the range of £35,000-£60,000 per annum plus bonuses in some businesses.
Hours
Typical Working Hours: 9:00am - 5:30pm
Standard hours are generally Monday-Friday, 9:00am to 5:30pm. As an account director and the
key contact for clients you may be required to work irregular hours when workloads demand or
to attend key industry events and networking forums. You will also need to be on hand in a crisis.
Career opportunities
Next steps may include more senior positions within a PR or marketing agency, or PR / media
management roles in-house.
Senior account director
Director (Agency)
Associate director
Director (In-house)

6. Internal Communications Managers

Internal communications managers work to ensure employees of organisations are kept

informed and motivated. They do this by communicating through several channels, such as a
staff intranet, email bulletins, social media and regular newsletters.
Working closely with senior executives, internal communications managers establish
organisational messages and keep staff informed of developments. They also formulate their
organisation’s internal response to crisis PR situations. Internal communications managers tend
to work in large organisations, such as private sector companies, public sector bodies, local
authorities and charities.
The day-to-day
As an internal communications manager, you can expect your role to typically involve some or
all of the following:
Establish an internal communications strategy in conjunction with senior managers
Ensure organisational initiatives and projects are successfully communicated to employees and
stakeholders
Plan, edit and write content for a variety of internal communications mediums, such as a staff
intranet, monthly magazine or regular email bulletin. You may also be required to work on the

17
layout of content
Keep clients abreast of progress and answer their questions
Storyboard or translate ideas to the creative team of art directors and designers
Use social media to communicate with staff internally
Manage an internal communications officer or whole team
Deliver presentations at organisational events, such as your company’s AGM
Draft messages or scripts from senior executives for presentation to employees in written or
spoken form
Ensure internal communications messages are consistent across all mediums and for different
departments of the organisation
Ensure internal communication messages are consistent with external communication messages
Respond to feedback from staff and adjust communications content accordingly
Handle the internal communication response to crisis situations which affect organisational
perception and reputation
Advise senior executives of developments throughout the organisation, either face to face or
through regular written communication
Key skills
Writing skills: You need excellent writing, editing and proofreading skills as well as the
journalistic ability to source stories from employees
Speaking skills: You also need strong speaking skills as you are likely to be called on to give
presentations to staff. Internal communications managers need sensitivity to an organisation’s
goals and values and the ability to relay them to employees
Interpersonal skills: You need good interpersonal and relationship-building skills in order to
work with communications and HR departments. You also need to possess the confidence to deal
with senior executives and explain communication techniques to them.
Creative skills: You need the creative ability to devise communication strategies Digital skills:
Familiarity with information technology, especially digital and video means of communication,
is essential. Understanding the sector you wish to work in (private, public or voluntary) can be
crucial.
Qualifications
A BA in journalism, communications, public relations or marketing is an advantage, though other
degrees are often acceptable. A professional qualification from the Chartered Institute of Public
Relations or the Chartered Institute of Marketing can be helpful. An MA qualification is also
possible.
Relevant experience
Experience in a communications team, especially internal communication, for a large
organisation, is most sought after. But experience of writing for a variety of different audiences
is also desired. General journalistic or marketing experience is beneficial. Prior management of
complex projects and advising senior managers is also looked upon favourably.

18
Salary
The average salary for an internal communications manager can range from £30,000-£50,000 per
annum.
Hours
Regular office hours of 9:00am-5.30pm but availability outside of office hours and the willingness
to travel are expected.
Career opportunities
Digital internal communications manager
Global internal communications manager
Head of internal communications
Head of communications

7. Public relations managers

Public relations managers are responsible for developing and implementing an organisation’s
PR and media strategy, building its reputation and ensuring effective media coverage. As a PR
manager you will draft or oversee the creation of media releases and content on social media,
forge relationships with journalists and key influencers and manage the response to ‘crisis’
situations. PR managers work in every sector from finance to fashion, from education to charities.
The day-to-day
Most PR professionals would agree that a typical day is difficult to define. But as a public relations
manager you will be working on a proactive PR strategy for your organisation, often in
conjunction with the director of marketing or communications.
Regularly analysing and reporting on media coverage is another key part of the job. You will
cultivate relationships with influential print, digital and broadcast journalists or thought leaders
within your sector. You will write or approve media releases and other press materials. You will
write or approve digital content for your organisation’s social media outlets, such as regular
posts, blogs or tweets.
You will brief spokespeople within your organisation on communicating with the media. You will,
if your organisation is modest in size, be the first point of contact for media inquiries, or, if the
organisation is larger, manage press officers who are. You will directly handle the PR response
to ‘crisis’ situations.
You may organise promotional events such as press conferences or open days and supervise
film or multi-media productions about your organisation.
Key skills
Excellent writing and editing skills and the ability to write compelling copy are a must.
Awareness of the PR significance of social media is increasingly important. Inter-personal skills
are vital for developing relationships with media representatives, handling difficult situations
and advising people within your organisation. You will need speaking and presentation skills

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and the ability to organise and plan PR strategies together with the tactics needed to achieve
your ambitions.
Qualifications
Education to degree level is usually required. Sometimes employers are seeking a BA/MA
degree in marketing, advertising or communications or a PR postgraduate qualification. But
personal qualities and experience in the field are the most desired attributes.
Relevant experience
Two to three years’ experience in public relations, either in-house or in an agency, is a minimum.
A track record of developing and delivering communication strategies is desirable, as is
experience of working closely with journalists and responding to media requests.
Salary
The average salary for a PR manager role ranges from around £28,000 to £50,000.
Hours
9:00am – 5.30pm, but employees are expected to work flexibly, to attend evening events,
socialise and network with clients, and be on call in the event of crisis situations developing.
Many jobs require a willingness to travel.
Career opportunities
Public relations managers can make lateral moves to better-paid positions with different
organisations. But after two or three years as a public relations manager, it is possible to move
up to become a director of PR and communications. Self-employment is also an option for
experienced PR professionals, as a freelance or leading your own PR firm.
PR director
Head of PR
Communications director

8. Press Officers/ Media Officers

Press officers, sometimes called media officers, represent their organisation to the media.
Encompassing both reactive and proactive functions, they deal with the national and regional
print media, broadcast and online media.
Press officers respond to enquiries from journalists, write press releases, try to interest
journalists in their organisation’s stories and campaigns, arrange for spokespeople to speak to
the press, and monitor media coverage. Press officers usually work for large organisations
though in different sectors, such as private sector corporations, public sector/government
bodies and charities.
The day-to-day
A press officer will typically:
Answer phone calls from journalists, responding to their questions
Check the press office’s email inbox for media enquiries

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Write press releases
Phone or email journalists to try to interest them in the organisation’s press releases and feature
ideas
Devise and produce proactive media campaigns
Arrange for spokespeople to speak to the media
Monitor media coverage and prepare regular evaluation reports
Attend press conferences or interviews with the organisation’s spokespeople
Advise senior staff members on written responses to the media
Proof-read and if necessary rewrite media statements
Meet journalists and foster good relations with the media
Write for and update the organisation’s social media pages
Respond to the media during crisis PR events or negative incidents
Occasionally be on call to deal with urgent media enquiries during evenings or weekends
Key skills
First and foremost, press officers need to have excellent written and spoken English as both are
prerequisites of the job. But on top of this, awareness of the media’s different audiences and
sensitivity to how they are addressed, is important. Press officers need good interpersonal skills
as they will constantly be dealing with enquiries from journalists and trying to ‘sell’ stories to
them. They need to be persuasive, resilient and able to handle criticism. Press officers should
be able to cope with pressure well and be able to meet erratic deadlines. They should
understand the importance of social media and be comfortable editing and posting in social
media formats.
Qualifications
An undergraduate degree is usually expected. The most appropriate subjects are English,
journalism, media studies or public relations. Career qualifications, from the PRCA and the
Chartered Institute of Public Relations, can be helpful. For positions with multinational
companies, a qualification in a second language, such as Spanish or German, is useful.
Relevant experience
Many press officers begin their careers in journalism and this gives them the advantage of
knowing what journalists want. Experience in any job that involves dealing with public requests
can count. However, as this field is very competitive, work experience or an internship in a press
office, newspaper or radio station, will boost your chances of getting the job.
Salary
£15,000-£40,000
Higher end salaries are usually paid in the private sector
Some press officers are employed on a temporary basis and paid a daily or hourly rate. Expect
£100-£200 a day.
Hours
Normal office hours of 9.30am-5.30pm normally apply. However, press officers are often

21
expected to attend events outside of regular hours. They also occasionally have to be on call for
media enquiries during the evening or weekends. This is usually done on a rota system.
Career opportunities
Communications manager
Senior press officer
Head of media
PR manager
Head of communications

6th task: By MOODLE assignement.

According to the following websites:
https://www.prweek.com/uk
https://www.cipr.co.uk/
https://missive.co.uk/
https://www.edelman.com/
https://www.citypress.co.uk/
https://www.pressgazette.co.uk/
Search for job vacancies and design your PR portfolio where you include:
1. Name
2. Contact details (you can imagine)
3. “Seeking Public Relation position in Tourism Industry”
4. Education (you should imagine that you have finished your studies here)
5. Professional Experience (you should put 2 imaginary examples from the websites)
6. Skills (all of them -from the unit and from your searching in websites)
7. Relevant Abilities (all of them -from the unit and from your searching in websites)
8. Include a photo

7th task: Make a Presentation of one of the job description in PR.

Follow this criteria:
Criterio de Evaluación Muy Bien
10
Bien
7.5
Regular
5
Mal
1
No lo hace
0

1. Presentación inicial (personal y Incluye toda Esta correcto Falta bastante No es

la info aunque falta info adecuad
del trabajo) info o

2. Incorpora un índice de lo que va Muy completo Faltan datos

a presentar

3. hace una breve introducción del Ayuda a No se entiende

entrar en el de que nos va a
job description que presenta tema hablar

22
4. Incluye todos los apartados: The Muy completo Faltan datos Incompleto y no No se
aunque se entiende sabe de
day-to-day; Key skills; queda claro bien que esta
Qualifications; Relevant hablando
experience; Salary; Hours; Career
opportunities

5. Busca alguna empresa real en la Incluye No lo

incluye
que podamos encontrar ese puesto
de trabajo

6. Uso del inglés y gestión del Genial, Correcto se Dificil de seguir. Imposibl
experto! le entiende No llega o se e de
tiempo máximo 5 min. bastante pasa de los 5 entender
bien min

7. Habla de la importancia de ese Aporta una No lo hace

valoración
puesto de trabajo en PR como personal de la
conclusión final y realiza una tarea de forma
valoración de la tarea…. “Me ha muy adecuada
parecido interesante o no y por
qué…..”

8. Contacto visual y lectura de Perfecto! No Usa un Lee todo

lee y mira a su pequeño el rato
guión publico guion

9. Despedida, agradecimiento y Lo hace No lo hace

dudas

CODE OF ETHICS IN PR

8th Task (By MOODLE)

Look at these examples
with concepts of
professional code of
ethics in PR. Using these
resources, design your
PR Code of Ethics

https://study.com/academy/lesson/professional-codes-of-ethics-in-public-relations.html
https://prcouncil.net/join/the-pr-council-code-of-ethics-and-principles/
https://instituteforpr.org/ethics-and-public-relations/
file:///C:/Users/estel/Downloads/2018-GA-new-code-of-ethics.pdf
https://www.ipra.org/member-services/code-of-conduct/

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