Roles of PR Professional


Every business be it small or large has a unique story for its audience which will interest the media. The public and consumers need to be aware of the business’s brand, successes or contributions for an organization to have the desired impact. Public Relations is all about effective communication and Impact Public Relations ensures that every step of this communication whether it’s between a person and the people they want to influence or between an organization and its target audience has the desired impact.

Public relations professional plays an important role in building an organization’s image, spread the organization's message and minimize the effect of negative publicity.

their programs enhance the internal and external understanding of a company’s strategies, objectives and achievements.

The Public Relations professional at Impact have an eye for detail and they look at every organizational feature right from a simple speech to a new product through the eyes of the editors and program directors, assembling the relevant facts for the media, and providing the material at the right time. The stories have no news value if they are not expertly handled and released to the media at the correct time. 

Public relations practitioners play an important role in the communication process between an organization and their publics. They must ensure that any form of communication sent out to its audiences is clear, honest and unambiguous. While the power of PR at our organization is rightly  owned at the management level, it is delicately handled by our expert professionals. It is important to building business, irrespective of its use to establish credibility, enhance reputation or sell more products and services.

Different Organizational Missions

Public relations professionals at Impact are responsible for handling all aspects of publicity campaigns and PR activities for the organization:

Relationship management involves planning publicity strategies and campaigns for building and maintaining relationships with important segments of the public such as customers and reporters. Analysing media coverage along with organising and attending promotional events such as press conferences, open days, exhibitions, tours and visits. Also provide clients with information about new promotional opportunities and current PR campaigns progress

Image management strives to establish a positive image of the company to its audience by showcasing them as socially responsible, compassionate and involved in the community.

Crisis management is crucial for an organization as it deals with emergencies affecting the company. They help establish detailed policies for handling emergency situations such as who gets to communicate with the media, and how management shares information with employees.

Resource management has the responsibility to look at the budget and resources for the organization's PR and needs to figure out how to make the best use of it. In addition, PR  takes up the role of liaising with clients, managerial and journalistic staff about budgets, timescales and objectives.

The role of PR professional in an organization is diverse and not restricted to defined set of activities. While managing relationships and shaping the company's brand image can generate a lot of goodwill, effectively handling a crisis or negative news break out is equally important for minimization of any damage or blowback from the events. 


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