The services of a public information officer include:

> Planning, developing and implementing public relations strategies; Liaising with colleagues and key spokespeople;
> Liaising with and answering inquiries from media, individuals and other organizations, often via telephone and email;
> Researching, writing and distributing press releases to targeted media;
> Collating and analyzing media coverage;
> Writing and editing in-house magazines, case studies, speeches, articles and annual reports;
> Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmers;
> Devising and coordinating photo opportunities;
> Organizing events including press conferences, exhibitions, open days and press tours;
> Maintaining and updating information on the organization’s website;
> Sourcing and managing speaking and sponsorship opportunities;
> Commissioning market research;
> Fostering community relations through events such as “open days” and through involvement in community initiatives; and,
> Managing the PR aspect of a potential crisis situation.