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Nowadays, in the state of every respectable company, there is always a position like a press attache. The social weight of such specialists is so significant that they are perceived not only as a representative of the company. Sometimes in the ranking of famous politicians you can also find the press attaché of one of them.
Unlimited access to official and classified information gives it significance in political and “court” circles. Of course, to obtain such a status in the commercial or political sphere, it takes time, great desire and luck.
Traditionally, the duties of this employee include:
- liaising with information services;
- preparation of information for publication in the press (interviews, statements, reports, press releases);
- organization of conferences, interviews;
- informing management of press interactions;
- organization of research on the work of the media.
A PR manager of a company usually manages the activities of a spokesperson who works closely with the head of the company and the heads of other company structures. The press attaché is, in fact, the second person after the leader (not always, but in many situations).
This is a secretary whose work is based on official interaction with the press as a representative of the company. He must know almost everything about her work, about the list of products, production technologies and much more. Also, this specialist should be able to quote the statements of the head of the company, precisely placing emphasis and eliminating the duality of the meaning of what was said. He “will not go into his pocket for a word” and will always answer the tricky question correctly, presenting the company in a favorable light.
Important qualities of a representative of this profession include loyalty to the company. A creative approach to any situation and the ability to find various acceptable solutions to the problem are also very important points in the work of a press officer.
Who is suitable for such a job?
Firstly, the future press officer must be a scholar. The presence of some life experience and the ability to protect someone's secrets will be significant advantages. It is also important that the personal life credo coincides with the position of the chef, because unconditional trust is the basis of collaboration.
Secondly, hysterical personalities have nothing to do in such a position, because often you have to be tolerant and follow subordination.
Where to look for him?
The best option is to search for a candidate among your friends. A familiar person is not afraid to trust any secrets. A positive aspect of this option is a preliminary awareness of the personal qualities of the applicant, his strengths and weaknesses.
Also, a good option is to hire a journalist from local media. His acquired connections and knowledge of the matter will be useful in the future.
You can try to find an employee through recruitment agencies whose specialization is connected with this particular area. The employer will not have to think about worthy candidates and interviews, because they will do this at the agency. Headhunters will search for the company’s press attaché until the ideal candidate is found.
