Public information officers (PIOs) and corporate public relations staff share several similarities in their roles and responsibilities. In fact, as JGPR Academy teaches every week, public information is a branch of public relations, sharing many of the same skills, resumes, tools and tactics
- Communication Skills: Both positions require strong communication skills, including writing, speaking, and interpersonal communication. They must convey information clearly, accurately, and effectively to various stakeholders.
- Media Relations: PIOs and corporate PR staff interact with the media to disseminate information, respond to inquiries, and manage press coverage. They write press releases, pitch stories, and organize press conferences to ensure accurate and positive media representation.
- Crisis Management: Both roles involve managing crises that may arise and potentially damage the reputation of their organization. PIOs and corporate PR staff must respond promptly and transparently to mitigate negative impacts and preserve public trust.
- Strategic Planning: Both positions require strategic thinking and planning to develop and execute communication strategies that align with their organization’s goals and objectives. They identify target audiences, craft key messages, and select appropriate communication channels.
- Brand Management: PIOs and corporate PR staff play a vital role in managing and enhancing their organization’s brand image and reputation. They ensure consistency in messaging and work to promote a positive perception of the organization among the public.
- Internal Communications: Both roles involve communicating with internal stakeholders, such as employees and management, to ensure they are informed about organizational developments, policies, and initiatives. This helps foster transparency and alignment within the organization.
- Public Perception: Ultimately, both positions are focused on shaping and influencing public perception of their organization. Whether it’s through media outreach, community engagement, or other communication efforts, they aim to create a favorable image that supports the organization’s objectives.
Public information officers do differ from their corporate counterparts in some key communications methods and tools. According to FEMA’s own training guidelines, specific PIO responsibilities include many things that corporate PR pros likely won’t encounter (or even have heard of) including:
Evaluate the need for a JIS and establish it, as appropriate
- Establish a Joint Information Center (JIC), as necessary, to coordinate and disseminate accurate and timely incident-related information
- Provide information on the status of the incident to assigned personnel
- Use government specific forms or systems
- Coordinate emergency public information and warnings through systems such as the Integrated Public Alert & Warning System
Just as investor relations specialists, product publicity agents, international PR agencies and social media specialists are specific types of PR people, PIOs work in a unique arm of public relations that shares many of the skills — and ideally uses the same ethical frameworks to do their jobs.