In the UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director.
Public relations specialists establish and maintain relationships with an organization's target audiences, the media, relevant trade media, and other opinion leaders. Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation, crisis management, managing internal communications, and marketing activities like brand awareness and event management.
Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.
According to Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public's consciousness.