A communication officer's primary role is to maintain a solid reputation for a client company. Communication officers are responsible for coordinating the promotion of various products and services offered by a company and for promoting the company's image in the public eye. A communications officer strives to understand and offer support to a company's needs and influence public opinion when necessary.
Communication officers utilise many facets of the media to establish and maintain the reputation of their client company. They are responsible for relaying key corporate messages to specifically targeted audiences. By doing so, they create and sustain understanding between a company and the general public. Communication officers also conduct research to identify the priorities and expectations of a company's shareholders. This information will then be collated and presented to the client company by the communication officer, who can explain what the findings suggest and initiate strategies to address any anomalies perceived by the shareholders.
Communication officers deal with an array of activities during a normal working day, including answering queries from the media, stakeholders or other organisations relating to business practices. They also spend time editing in-house company magazines, preparing speeches for senior executives and collating material to produce annual reports. Communication officers also organise key promotional events such as exhibitions and press conferences to display products and services to potential investors to enhance their client's reputation.
Communication officers require excellent communication skills as they need to liaise with a range of employees from varying corporate levels and also display empathy and understanding to any media inquiries. A communication officer also supervises the manufacturing of mail drops, company publicity magazines and various promotional videos designed to obtain further business for an organisation. A crucial facet of the communications role is to establish good relations with the local community of a company's operations to sustain their reputation. This may include searching for sponsorship opportunities for local charities or voluntary organisations or making publicly rendered donations to show support for such causes. A communication officer also commissions market research to identify changing trends and make recommendations on how a company should adapt its corporate strategy.