The concrete role of a press officer
The press officer has a specific focus: media and journalists. Their daily tasks include:
- Media monitoring : following industry news, identifying journalists who cover relevant topics, and tracking competitor coverage.
- Building and maintaining a media list : keeping a database of journalist contacts up to date, including their areas of interest, deadlines, and contact preferences.
- Proactive pitching : proposing article angles to journalists at the right time, in a format that fits their editorial line.
- Writing press releases : formalizing client news in a journalistic format, with the most essential information first.
- Managing incoming requests : when a journalist is looking for an expert source, the press officer is the point of contact who responds quickly and effectively.
- Tracking and reporting : documenting the coverage obtained and measuring its reach and impact.
To understand these tasks in detail: What does a PR agency actually do?
PR specialist vs. communications manager: the distinction that matters
A communications manager has a much broader scope than a PR specialist. They manage communication materials (brochures, presentations), social media, and sometimes events, internal communications, and institutional relations.
A PR specialist, on the other hand, is focused on one thing: the media and journalists. This specialization has concrete value: journalists know the good PR specialists, trust them, and answer their calls.
A communications manager who handles PR in addition to their other duties cannot develop the same depth of relationship with journalists. It is a matter of available time and focus.
The three ways to hire a PR specialist
For a startup, a PR specialist can be brought on in three ways:
- In-house : a dedicated employee for PR. This is rare before Series B, as it represents a significant fixed cost and requires enough news to justify a full-time position.
- Via a PR agency : one or more specialized consultants who manage your PR alongside other clients. You get immediate access to an established network of journalists without the fixed costs of a senior employee.
- As a freelancer : an independent PR specialist who works for several clients. This is a good option for startups that need a regular PR presence but not on a full-time basis.
What we see with our clients
Before bringing a PR specialist in-house, you need to have a continuous stream of topics to cover. Startups in the launch phase rarely have this flow: a fundraising round, a product launch, and then months without major news. An internal role would be underutilized.
Startups that successfully bring their PR in-house have generally passed Series B, have several product launches per year, and regularly generate data or studies that fuel proactive pitching. Before this stage, an agency or a freelancer is better suited to the actual volume of work.
