Major Roles of a Public Relation Officer (PRO)

Public Relations plays a very critical role in almost every Educational institution.  According to the National School Public Relatio...




Public Relations plays a very critical role in almost every Educational institution. According to the National School Public Relations Association, “Educational Public Relations is a planned and systematic management function to help improve the programmes and services of an educational organization. This indicates that activities of educational public relations is a two-way affair involving communication between the institution and its audiences.”
Educational Public Relations Officers (PRO's) assist students and work with parents and various groups within institutions. They distribute newsletters containing information about campus events; build and maintain ties with alumni, lecturers, staff and students.

PRO’s have major roles to perform for any educational institution which are as follows:- 
  • Expand the number of applicants to the institution.
  • Help the institution to become better known.
  • Help the institution to gain an enhanced reputation.
  • Influence decision makers to smile upon one’s institution.
  • Improve internal relations; teachers, students, other administrative staff.
  • Maintain good relations with the community.
  • Maintain positive relations with the alumni.

These aims are used in any kind of educational institution be it schools, colleges or senior colleges offering professional courses. They seem to apply in large measures to such institutions, although their relative importance may be different.
Nowadays, Higher Education institutions are becoming increasingly aggressive in their marketing activities to convey an image that is favorable and in all aspects beneficial to their public, be they prospective students, employers,  funders, etc. The educational institutes try their best to create and maintain a very positive image amongst the minds of the people. 

They do so through measures like press conferences regarding any new development in the institute, press releases concerning the activities, branding of the institutes, maintain contacts with the people who can benefit the organization in any way. It includes the who’s who of the society, the media people and also their alumni. They organize large scale events and hold public meetings. The institutions nowadays believe in the trend of branding, which is done through specially designed logos that convey the mission and vision of the institute.

The logo becomes the identity of the organization. Just like any other organization, the educational institutes also have their ups and downs which they try to cover up through CRISES MANAGEMENT and they profoundly depend on their Public Relations Officers (PRO's) to tactfully manage all these affairs.

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