Public Relations Officer

Overview

The Public Relations Officer is responsible for building, managing, and maintaining a positive public image and brand reputation for The Scouts Guides Organisation. This role involves serving as the key liaison between the organization, media outlets, stakeholders, and the public. The ideal candidate will create compelling press releases, handle media queries, manage crisis communications, and execute strategic PR campaigns that enhance brand visibility and trust.

Key Responsibilities & Duties

Media Relations & Press

• Serve as the primary contact person for journalists, media representatives, and external press inquiries.
• Pitch story ideas, press releases, and feature articles to media outlets (print, broadcast, digital).
• Coordinate media interviews, press conferences, and media briefings for company leadership.
• Monitor print, online, and social media coverage to track brand sentiment and media reach.

Content Creation & Copywriting

• Draft high-quality press releases, media kits, speech drafts, newsletters, and official corporate statements.
• Create engaging content for corporate blogs, annual reports, case studies, and corporate websites.
• Collaborate with marketing and social media teams to ensure consistent brand messaging across all channels.

Reputation & Crisis Management

• Monitor potential public relations issues, brand risks, or negative publicity.
• Assist in developing and executing crisis communication plans during emergencies or controversies.
• Draft timely and appropriate crisis responses, FAQs, and holding statements.

Event Management & Sponsorships

• Plan, organize, and execute public events, promotional activities, product launches, and press conferences.
• Represent the organization at industry trade shows, community events, and networking functions.
• Evaluate sponsorship opportunities and strategic partnership alliances to enhance brand presence.

Stakeholder & Internal Communications

• Build strong relationships with key stakeholders, community leaders, industry partners, and influencers.
• Assist in internal communications to align employees with corporate news, values, and updates.

Key Performance Indicators (KPIs)

• Media Reach & Coverage: Quantity and quality of positive media placements/features.
• Brand Sentiment: Share of voice and percentage of positive vs. negative media coverage.
• Crisis Response Time: Speed and effectiveness in mitigating communications risks.
• Event Success: Media turnout and engagement levels at company-hosted PR events.

Qualifications & Requirements

• Education: Bachelor's degree in Public Relations, Journalism, Communications, Marketing, or a related field.
• Experience: 2–5 years of experience in a PR agency, corporate communications, or media role.
• Skills & Competencies:
• Written & Verbal Communication: Exceptional copywriting, editing, storytelling, and public speaking skills.
• Media Networking: Established relationships with journalists, editors, and media contacts.
• Crisis Communication: Ability to remain calm, composed, and strategic under high pressure.
• Digital & Social Media Savvy: Strong familiarity with digital PR tools, media monitoring platforms (e.g., Meltwater, Cision, Hootsuite), and SEO content writing.
• Time Management & Multitasking: Ability to juggle multiple campaigns, tight deadlines, and unexpected events efficiently.

Preferred Skills (Nice to Have)

• Experience with video/multimedia production and graphic design tools (e.g., Canva, Adobe Creative Suite).
• Knowledge of event planning and budget management.
• Experience in corporate social responsibility (CSR) messaging.