Press officer (Persvoorlichter)
Information on this skill...
A press officer or spokesperson is a communication expert who is responsible for external communication on behalf of the organization for which he or she works. As a press officer, you are therefore working within the communication industry, which relates to all forms of communication. If a press officer communicates externally on behalf of the organization, it is generally important and relevant information that concerns the organization. A press officer is therefore an important link between organizations and the external media. Think of giving oral press information, such as to journalists, issuing press releases and issuing news items. As a press officer, you generally work for larger organizations, such as large companies, governments and institutions. A press officer is part of the communication department, which usually consists of several communication staff. As a press officer, you usually specialize in communication science, which is a social science degree program. Organizations use a permanent press officer, so that the external media knows who can act as a permanent spokesperson on behalf of the organization. The profession of press officer is a profession in which you have great responsibilities, because good and clear communication is very important for organizations. In general, press officers are experienced communication staff, because the work is so important. As a press officer, you are therefore responsible for bringing out news and explaining all external communication that the organization enters into as well as possible. The most important task as a press officer is to inform the media in the right way, so that there are no ambiguities with regard to external communication.
A press officer is therefore responsible for communicating with the media on behalf of an organization, institution or government body. There are many organizations, institutions and governments, which use permanent press officers, who bring out current news that usually gets a lot of attention from the media. In many cases, the press officer will be interviewed by journalists and/or reporters on camera, so that the news can be broadcast. A press officer will carefully coordinate the message with the management and usually with the legal department before he or she issues a news item, because the consequences can be great if there is a misreporting, depending on the type of news. A press officer is therefore a communication advisor, who works in the communication department. As a press officer, you work with communication in a professional manner on a daily basis. As a communications officer, you generally receive emails and phone calls throughout the day about certain topics that concern the organization that need to be answered carefully. As a press officer, you will therefore have regular contact with journalists during your work. As described earlier, a press officer will almost never answer questions without consulting the management and legal department, because the information officer must provide the right information. The work of a press officer can often be hectic, because there are many types of journalists, who usually also want to get certain information out of the water quickly.
WHAT DOES A PRESS OFFICER DO
It is not the case that a press officer only works for the organization if there is good or bad news. A press officer works for the organization every day with regard to internal and external communication. In addition, press officers are responsible for following external media reports. This is especially important to be able to limit possible rumors or untruths at an early stage. A press officer therefore works in a broad way to regulate all information flows. Other activities of a press officer or spokesperson can be to go along with the director if, for example, he acts as a guest speaker during a conference. Maintaining all media contacts is also one of the responsibilities of the press officer. It is not the case that press officers are only approached by journalists. A press officer can also approach journalists himself if there is relevant news. In general, press officers, together with other communication staff, are also responsible for drawing up communication plans. The communication plans include exactly how the organization, including all employees, should deal with the media.
WHAT IS COMMUNICATION SCIENCE
Communication science is a broad science that covers all modes and forms of communication. Important areas of attention within communication science are: how do people and organizations interpret news, how do people and organizations convey news, how are news items received by people, what are the possible effects of news items and what are the best media channels to convey news items. In some cases, press officers can also be active as a boss for an organization. This then relates to the face of the organization to the outside world.
WHAT DOES A PRESS OFFICER DO:
TRAINING AS A PRESS OFFICER
If you want to work as a press officer, it is best to follow a bachelor's degree in communication or the hbo degree in journalism. During the Hbo communication programme, you will learn exactly how and when to bring out information and which means you should use for this, such as the internet, television or radio. But you will also learn how to prepare fairs, events and create an advertising campaign during the communication course. As a press officer, there are now also opportunities to use media trainers to help you learn to communicate. It happens that people who have not followed a specific communication course grow into the position of press officer. In addition, there are also plenty of external training institutes where you can follow a course. Accounting is also important as an entrepreneur.
COMPANIES WHERE A PRESS OFFICER CAN BE EMPLOYED
In general, a press officer works for larger companies, institutions and governments. Think, for example, of manufacturers, hotel chains, air traffic control, the police, the tax authorities and regulators. In many cases, a press officer can therefore also be regarded as a civil servant. Only companies, institutions and governments that regularly deal with the media make use of permanent press officers.
COMPETENCE PRESS OFFICER
The most important competence of a press officer is your way of communicating. In addition, networking is important within this profession, because you actually have to know all journalists and other stakeholders. Another important competence is the analytical ability, because a press officer will only communicate on relevant topics. Being able to switch quickly is also important. Generally important words are cooperation, consultation, planning, meticulous, control, performance, courage, initiative, knowledge, inspiration, adaptability and stress resistance. Stress resistance is important, because press officers can face great pressure and deadlines.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS PRESS OFFICER
The labour market perspective of a press officer is generally not good, because most press officers grow from an existing position to press officers. In other words, vacancies for the profession of press officer are not easily found. The career opportunities of a press officer are highly dependent on the organization and your own competencies. A good press officer who is regularly seen in the news can grow in different ways. Think, for example, of a management position or a job at another organization.
TERMS OF EMPLOYMENT AND SALARY PRESS OFFICER
The profession of press officer is too general to be able to give an example of the working conditions. In addition, you can work at many different types of companies as a press officer. The salary of a press officer will usually be between 2500 and 4000 euros gross per month, depending on age, years of service and specific responsibilities. For the real top talents, who are often in the news as press officers, a higher salary is certainly possible.
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