The Public Information Officer

Public Information Officer (PIO) is a messenger for a municipal department, a government agency, or a large public institution such as a university or hospital. Although may majorly be visible during big events and crisis, the PIO works behind the scenes and is always ready to act any time he/she receives notice. The PIO may work on extensive hours including the evenings and weekends on busy news periods (Hughes & Palen, 2012). The main role of the PIO is to deliver information by acting as the public face of the organization. He/she plans press conferences to make major news announcements and offer essential information during crises. He/she also decides how the information is to be released and answer any questions posed by the public, and gives updates on any progressing projects (Nimmo & Geyer, 2017).

The PIO also has the role of preparing materials. Press releases, fact sheets, briefs, brochures, speeches, and other literatures are usually written by PIO. He/she is expected to edit and review the work done to ensure that information offered is consistent and accurate, and follow policies throughout. Materials and data are kept up to date by the PIO who ensures they are distributed in a timely manner (Hughes & Palen, 2012). PIOs also have the role of developing procedures and guidelines which are used to disseminate information following a crisis. The procedure guidelines must be reviewed periodically so that any organizational change is including during press release. The updates made by the PIO should have changes made to information channels to show the changing technology. In addition, PIOs establish good working relationships both with the public and the media (Hughes & Palen, 2012). This is achieved through answering of prompt queries, arranging interviews when requested, and engage in community events. A PIO establishes good relationship within the organization in order for all the departments understand why it is important to address the public.

The PIO position requires specific skills and requirements. The individual is expected to have a bachelor’s degree in communications, business, marketing, or any other related field. This should be accompanied by five or more years of experience (Hughes & Palen, 2012). The candidate must have advanced knowledge is the usage of English including composition and grammar, public relations techniques and principles, accepted materials styles, video techniques and visual graphics, as well as editing procedures and techniques (Nimmo & Geyer, 2017). The candidate should also have the ability to write content and edit, organize and gather significant data, uphold public relations principles, deliver informational presentation, and communicate effectively both in writing and orally both to the internal and external audiences.

The PIO should have the ability to implement and establish cohesive communication and plans in regards to the organizational needs. He or she must understand the goals, mission, and objectives of a key research or educational institution (Hughes & Palen, 2012). This should be accompanied by strong management skills and strategic planning skills that are required to examine procures, formulate policies, and implement new strategies. Every PIO is expected to enhance employee development and manage performance through provision of sufficient information needed for employee growth in the organization (Nimmo & Geyer, 2017). The PIO is also expected to be able to give effective advice on critical communication and strategic issues which are important in making effective judgment. He or she is also expected to have knowledge on media contacts locally and internationally to enhance relationship development.

References

Hughes, A. L., & Palen, L. (2012). The evolving role of the public information officer: An examination of social media in emergency management. Journal of Homeland Security and Emergency Management, 9(1).

Nimmo, D., & Geyer, G. A. (2017). Newsgathering in Washington: A study in political communication. Routledge.