Torchora
Back to Home

Key Responsibilities and Required Skills for Public Relations Coordinator

💰 $45,000 - $65,000 (Commensurate with experience)

Public RelationsCommunicationsMarketingMedia Relations

🎯 Role Definition

The Public Relations Coordinator is a foundational pillar of our Communications department, tasked with the execution and support of our comprehensive PR strategy. This individual acts as a key liaison between our brand and the media, playing a crucial role in shaping public perception and driving positive awareness. You will be responsible for a wide range of activities, from drafting press materials and pitching stories to monitoring media landscapes and coordinating high-profile events. This is an exceptional opportunity for a rising PR professional to gain hands-on experience and make a tangible impact on our company's reputation and growth.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Public Relations Intern
  • Communications Assistant
  • Junior Account Executive (Agency)
  • Marketing Coordinator

Advancement To:

  • Public Relations Specialist
  • Senior Public Relations Coordinator
  • Public Relations Manager
  • Communications Specialist

Lateral Moves:

  • Content Marketing Specialist
  • Social Media Manager
  • Internal Communications Specialist

Core Responsibilities

Primary Functions

  • Draft, edit, and distribute compelling press releases, media advisories, pitch letters, and other official communications to targeted media outlets.
  • Cultivate and maintain strong, lasting relationships with key local, national, and trade media contacts, including journalists, editors, bloggers, and influencers.
  • Proactively pitch stories, company news, and expert sources to the media to secure high-quality, positive coverage across print, broadcast, and digital platforms.
  • Monitor, track, and analyze media coverage and industry trends daily, compiling comprehensive reports and clip summaries for key stakeholders.
  • Coordinate the end-to-end logistics for public relations events, including press conferences, media tours, product launch events, and trade shows.
  • Act as a first point of contact for inbound media inquiries, effectively vetting requests and directing them to the appropriate company spokesperson or resource.
  • Assist in the development and execution of integrated PR campaigns that align with broader marketing and business objectives.
  • Manage and meticulously maintain the company’s media lists, editorial calendars, and PR contact databases using tools like Cision or Muck Rack.
  • Prepare detailed briefing documents, talking points, and Q&A materials for executives and spokespeople ahead of media interviews and speaking engagements.
  • Research and identify strategic opportunities for brand elevation, such as speaking engagements, industry awards, and expert commentary.
  • Develop engaging content for the company's owned channels, including the corporate blog, online newsroom, and website, to support PR initiatives.
  • Support the senior PR team in crisis communications preparedness and, when necessary, assist in the execution of response strategies.

Secondary Functions

  • Collaborate closely with the marketing and social media teams to ensure consistent messaging and a unified brand voice across all external-facing channels.
  • Assist in measuring the effectiveness of PR campaigns by tracking key performance indicators (KPIs) such as share of voice, sentiment, and message pull-through.
  • Conduct thorough competitive analysis to monitor the media presence and PR tactics of key industry competitors.
  • Support internal communications efforts by helping to draft employee announcements, newsletter content, and intranet updates.
  • Manage the departmental budget by tracking expenses, processing invoices, and assisting with financial reporting.
  • Coordinate the creation and distribution of multimedia assets, such as photography and b-roll video, to supplement media outreach efforts.
  • Manage the inventory and distribution of press kits and other promotional materials for media and events.
  • Provide administrative support to the PR department as needed, including scheduling key meetings, coordinating travel, and maintaining organized files.

Required Skills & Competencies

Hard Skills (Technical)

  • AP Style Proficiency: Expert knowledge of AP style and grammar for crafting clean, professional press materials.
  • Media Monitoring Tools: Hands-on experience with media monitoring and database software such as Cision, Muck Rack, Meltwater, or similar platforms.
  • Newswire Distribution: Familiarity with press release distribution services like Business Wire, PR Newswire, or GlobeNewswire.
  • MS Office / Google Workspace: High proficiency in creating presentations (PowerPoint/Slides), managing spreadsheets (Excel/Sheets), and word processing (Word/Docs).
  • Content Management Systems (CMS): Basic understanding of CMS platforms like WordPress for updating online newsrooms or blogs.
  • Social Media Platforms: Knowledge of how to leverage major social media platforms (LinkedIn, Twitter, Instagram) for PR and brand communication.
  • Project Management Software: Experience using tools like Asana, Trello, or Monday.com to track tasks and deadlines.

Soft Skills

  • Exceptional Communication: Superior written and verbal communication skills, with a knack for storytelling and articulating complex ideas clearly and concisely.
  • Interpersonal & Networking Skills: A natural ability to build and nurture professional relationships with a diverse range of stakeholders, from journalists to executives.
  • Organizational Prowess: Meticulous attention to detail and outstanding organizational skills to manage multiple projects and competing deadlines simultaneously.
  • Proactive & Resourceful: A self-starter mindset with the ability to take initiative, anticipate needs, and solve problems creatively.
  • Resilience & Composure: Ability to thrive in a fast-paced environment, handle pressure gracefully, and maintain a positive attitude in the face of rejection or tight deadlines.
  • Collaborative Spirit: A strong team player who enjoys working cross-functionally to achieve shared goals.
  • Critical Thinking: Ability to analyze information, assess situations, and make thoughtful recommendations.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree from an accredited four-year college or university.

Preferred Education:

  • Bachelor's Degree with a major or concentration in a relevant field.

Relevant Fields of Study:

  • Public Relations
  • Communications
  • Journalism
  • Marketing
  • English

Experience Requirements

Typical Experience Range:

  • 1-3 years of direct experience in a public relations, media relations, or corporate communications role. Relevant internship experience is strongly considered.

Preferred:

  • Prior experience working within a fast-paced PR agency or a dynamic in-house corporate communications team is highly advantageous.
Explore More Careers