What does a public information officer do?
The primary job of a public information officer involves the promotion of a positive public image on social media. Public information officers offer significant information during a crisis. They collect facts and distribute them to the media and organize special events like awards ceremonies. Typically, they work for large organizations and government agencies. They maintain their online presence that can be part of the duties of public information. Also, they can work for long hours on an irregular schedule, especially when the incidents or situations affect the organization.
Public information officer responsibilities
Here are examples of responsibilities from real public information officer resumes:
- Manage agency's social media pages (Facebook/Twitter).
- Manage multiple websites and associate SEO; direct all brand photography to publicize and promote the resort.
- Serve as college spokesperson managing crisis communications.
- Lead implementation of a robust membership database to support organization strategy and decision making.
- Interview featured alumni, manage copywriting staff and editorial calendar, and coordinate photography.
- Create and maintain the college's blackboard intranet site.
- Analyze conversions and open rates, make adjustments to ensure optimal ROI.
- Provide creative services and technical writing for newsletters, brochures, presentations, informational flyers, and award applications.
- Develop digital communication strategies, including the launch and management of the department s Facebook page and new email communications.
- Serve as deputy media spokesperson.
- Suggest Instagram as superintendent's personal social media platform.
- Generate electronic communications including e-newsletters, electronic memos and electronic flyers.
- Incorporate social media into district marketing and communications plan by launching and maintaining the district Facebook account.
- Draft internal communications periodically; articles post on intranet; often collaborate with employee communications and investor relations teams.
- Produce web videos for FEMA's YouTube channel showing preparations for and response efforts to disasters.
Public information officer skills and personality traits
We calculated that 16% of Public Information Officers are proficient in Press Releases, Web Content, and Community Outreach. They’re also known for soft skills such as Communication skills, Leadership skills, and Organizational skills.
We break down the percentage of Public Information Officers that have these skills listed on their resume here:
- Press Releases, 16%
Coordinated with global headquarters in Germany to write press releases and schedule executive interviews with national and international media.
- Web Content, 10%
Developed communication materials including news releases, annual reports, talking points, fact sheets, presentations and web content.
- Community Outreach, 5%
Performed media/community outreach-related tasks; ordered promotional materials; updated databases; translated environmental informational brochures into Spanish.
- Press Conferences, 4%
Drafted written briefings and talking points for the General Manager and agency department heads for press conferences and legislative/community meetings.
- Graphic Design, 4%
Collaborated with graphic designers and photographers to create communications collateral.
- Emergency Operations, 4%
Developed emergency public information strategy to disseminate information about the border conflict between Ethiopia and Eritrea and WFP Emergency Operations.
"press releases," "web content," and "community outreach" are among the most common skills that public information officers use at work. You can find even more public information officer responsibilities below, including:
Communication skills. To carry out their duties, the most important skill for a public information officer to have is communication skills. Their role and responsibilities require that "managers deal with the public regularly; therefore, they must be friendly enough to build a rapport with, and receive cooperation from, their media contacts and donors." Public information officers often use communication skills in their day-to-day job, as shown by this real resume: "demonstrated effective communication skills in person and via radio under stressful/emergency situations. "
Leadership skills. Many public information officer duties rely on leadership skills. "public relations and fundraising managers often lead large teams of specialists or fundraisers and must be able to guide their activities.," so a public information officer will need this skill often in their role. This resume example is just one of many ways public information officer responsibilities rely on leadership skills: "provide strategic communications support and reputation management guidance to senior leadership. "
Organizational skills. This is an important skill for public information officers to perform their duties. For an example of how public information officer responsibilities depend on this skill, consider that "public relations and fundraising managers are often in charge of running several events at the same time, requiring superior organizational skills." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a public information officer: "prepare or edit organizational publications for internal and external audiences, including major press releases to various media. ".
Problem-solving skills. For certain public information officer responsibilities to be completed, the job requires competence in "problem-solving skills." The day-to-day duties of a public information officer rely on this skill, as "managers sometimes must explain how the company or client is handling sensitive issues." For example, this snippet was taken directly from a resume about how this skill applies to what public information officers do: "resolved public affairs critical and emerging issues. "
Speaking skills. Another crucial skill for a public information officer to carry out their responsibilities is "speaking skills." A big part of what public information officers relies on this skill, since "public relations and fundraising managers regularly speak on behalf of their organization." How this skill relates to public information officer duties can be seen in an example from a public information officer resume snippet: "represented the division at public events and interacting with members of the media as the primary point of contact. "
Writing skills. Another skill commonly found on public information officer job descriptions is "writing skills." It can come up quite often in public information officer duties, since "managers must be able to write well-organized and clear press releases and speeches." Here's an example from a resume of how this skill fits into day-to-day public information officer responsibilities: "provide media relations including writing press releases, providing on-camera interviews, consultation and research. "
The three companies that hire the most public information officers are:
- TAD PGS2 public information officers jobs
- State of Ohio2 public information officers jobs
- CDC Foundation2 public information officers jobs
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Compare different public information officers
Public information officer vs. Media director
A media director spearheads and oversees a company's entire media-related activities, including marketing and advertising campaigns. They are in charge of setting goals and guidelines, liaising and building positive relationships with external parties, conceptualizing plans for projects and campaigns, and developing strategies to optimize operations. It is also their duty to address issues and concerns, resolving them promptly and efficiently. Furthermore, as a media director, it is essential to monitor the progress of different teams, leading and encouraging them to reach goals while implementing the company's policies and regulations.
These skill sets are where the common ground ends though. The responsibilities of a public information officer are more likely to require skills like "community outreach," "emergency operations," "fact sheets," and "crisis communications." On the other hand, a job as a media director requires skills like "digital marketing," "video production," "client relationships," and "tv." As you can see, what employees do in each career varies considerably.
Media directors earn the highest salaries when working in the professional industry, with an average yearly salary of $117,485. On the other hand, public information officers are paid more in the professional industry with an average salary of $65,730.media directors tend to reach similar levels of education than public information officers. In fact, media directors are 4.8% less likely to graduate with a Master's Degree and 0.4% less likely to have a Doctoral Degree.Public information officer vs. Community development director
The job of a community development director is to manage and direct the management and planning initiatives for a community or city organization. Your duties will include collaborating with community partners in developing strategies to improve the community, architectural and economic initiatives, monitoring budgets for department initiatives, and participating in business development efforts. As a community development director, it is your responsibility to develop and maintain the community development department's short- and long-term developmental goals. It is also your duty to develop and coordinate marketing strategies for economic development.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that public information officer responsibilities requires skills like "press conferences," "graphic design," "emergency operations," and "fact sheets." But a community development director might use other skills in their typical duties, such as, "economic development," "oversight," "project management," and "program development."
Community development directors may earn a higher salary than public information officers, but community development directors earn the most pay in the manufacturing industry with an average salary of $92,043. On the other hand, public information officers receive higher pay in the professional industry, where they earn an average salary of $65,730.In general, community development directors achieve higher levels of education than public information officers. They're 6.6% more likely to obtain a Master's Degree while being 0.4% more likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for public information officers in the next 3-5 years?
Clarke Caywood
Professor (founder group of IMC and PR in Medill) Joint Doctorate in Business and Journalism - Univ. Wis. Madison, Northwestern University
Public information officer vs. Development director
A development director is an individual who is responsible for securing funds and sponsors for non-profit organizations. Development directors must actively seek new business partners and develop relationships with volunteers and donors. They meet with members of the development team to help advertise and promote brand awareness and funding. Development directors must possess skills and experience in managing human resources, marketing, and budgeting functions. They must also obtain a bachelor's degree in business management, public relations, or related field.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from public information officer resumes include skills like "web content," "press conferences," "graphic design," and "emergency operations," whereas a development director is more likely to list skills in "digital marketing," "oversight," "patients," and "lead generation. "
Most development directors achieve a similar degree level compared to public information officers. For example, they're 4.5% more likely to graduate with a Master's Degree, and 2.0% more likely to earn a Doctoral Degree.Public information officer vs. Manager of corporate communications
A manager of corporate communications is primarily responsible for overseeing the external and internal communications in a company, ensuring everything is running smoothly. They are also responsible for managing marketing communications and public relations, and even developing various marketing content. There are also instances where they must handle a company's social media platforms, review communication materials, and provide progress reports of different projects and programs. Furthermore, as a manager, it is essential to lead and encourage team members, all while implementing the company's policies and regulations.
Even though a few skill sets overlap between public information officers and managers of corporate communications, there are some differences that are important to note. For one, a public information officer might have more use for skills like "web content," "graphic design," "emergency operations," and "flyers." Meanwhile, some responsibilities of managers of corporate communications require skills like "corporate communications," "project management," "employee engagement," and "executive communications. "
The manufacturing industry tends to pay the highest salaries for managers of corporate communications, with average annual pay of $104,720. Comparatively, the highest public information officer annual salary comes from the professional industry.The average resume of managers of corporate communications showed that they earn similar levels of education compared to public information officers. So much so that theyacirc;euro;trade;re 0.4% more likely to earn a Master's Degree and less likely to earn a Doctoral Degree by 0.0%.Types of public information officer
Updated January 8, 2025
