ABSTRACT

The PRO or consultancy account executive may have to be his or her own press officer, although in a large organization the public relations department often has one or more specialist press or information officers. Some organizations have only a press officer and not a full-time PRO. In diverse organizations there may be several press officers each covering specialist parts of the business. Much depends on the industry and size and type of business as to the extent of the press work. The press office, whatever its size or specialization, is there to act positively, or proactively, on behalf of the organization and this means taking the initiative in contacting the media rather than simply reacting to calls (Harrison, 2000).