An Interview with a Communication Expert

What are the functions of a press officer? What are the differences between a journalist and a press officer? Do they perform the same job as a public relations manager? More often that not, students get confused with these concepts.

The responsibilities of a press officer have changed radically in the recent years due to the growth of social networks. Twitter, Instagram, and Facebook has increased the importance of press officers. Because of this, more students get interested in this profession. To lessen the confusion, we conducted an interview with Manuel Antonio Martinez, an expert on communication and social media. He is a communication doctor, as well as a professor of journalism at the Universidad Rey Juan Carlos in Madrid. He specializes in research methodology in communication.

The work of a journalist is often confused with the task of a press officer. Is there a big difference between the functions of both professions?

Press officers help the journalists, this is why they are not the same. Press officers are specialists in dealing with the communication department of public institutions, like government or embassies. These “communication offices” take care of two important objectives. First, they have to assist journalists with the instrumental aspects (organize a press conference or an interview). Second, they have to provide material aspects, preparing dossiers, press releases…

Press Officers also have to “sell” what they think companies will be interested in. Journalists have their own conditions (companies´s interest, profit making…), but they must be within the deontological codes. In my opinion, the task of the “press officer” is closer to “lobbying” in relation to the media than to work with the media.

In countries such as United Kingdom or France, the profession of the press officer is more distinguished and well-known, what is your opinion about this profession in other European countries, such as Spain?

There is usually no institution without a communication cabinet. However, I think that the lobbying function is not so clear in Spain compared to Ango-Saxon Countries.

As you said, one of the functions of the press officer is helping the journalist. So, could we say that the work of journalists is similar to the function of a public relations worker?

In my opinion there is not a big difference between both, except for the “values” ​that are transmitted in each case. Public relations have the function of promoting the company and getting a good image of it. Press officers have a similar function, however, in their case they deal with public values such as giving a good image of the government.

As a university professor, do you think that in order to access this profession, it is necessary to introduce yourself beforehand in the communication discipline; with careers like journalism or marketing?

Without a doubt. It is impossible to influence the media without knowing them previously. It is necessary to study techniques of influence and relationship…

How did social network change the profession of Press Officer?

Media and public institutions must be present in the network. Today it is essential to use social networks as a mechanism for promotion, influence, and image care. However, we can not forget that the best influence begins in the executive offices.

SMC5 — Press Officer

You always wanted to know all about the Press Officer job ? This Medium is for you ! From the description of activities to myths and tools, we explored the job and it’s relations with social medias. #SocialMediaCampus2018 #SMC5

SciencesCom Groupe 5

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SMC5 — Press Officer

You always wanted to know all about the Press Officer job ? This Medium is for you ! From the description of activities to myths and tools, we explored the job and it’s relations with social medias. #SocialMediaCampus2018 #SMC5

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