What is Public Relations?

The main job of a public relations professional is to generate positive publicity for their client and enhance their client's reputation

. The client can be a company, an individual or even a government. For government, PR professionals keep the public informed about activities, explain policy, and manage political campaigns. A public relations specialist working for a company may handle consumer relations, or internal company relationships, for example between managers and

employees, or different branch offices. The job often involves the dissemination of information, and when less positive news needs to be turned in to something more positive, it is sometimes referred to "spin doctoring."

The successful PR person must be a good communicator in print, face-to-face and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to

enquiries and speak directly to the press on behalf of their client.

PR professionals must keep lines of communication open between the many groups that could be affected by a company's product and policies: consumers, shareholders, employees, and the managing body. Public relations professionals also

write press releases and may be involved in producing sales or marketing material for the client.

Public relations is considered a good career for the generalist. A PR specialist must keep up to date with current events and be well versed in pop culture to understand what stories will get the public's attention. It takes a combination of analysis and creative problem solving to get your client in the public eye. The content of the work is constantly changing and unforeseen challenges arise every day

A PR job is not restricted to any industry or sector. This is a specialized job for which there is enough demand across most sectors. However, whichever industry you wish to join as a PR professional, it would be good to be thorough with some understanding and knowledge of that industry. If you have worked in that industry as an intern, you stand a good chance of gaining the requisite knowledge.

Because public relations people work so closely with the media there is often a great deal of exchange between these fields. Many PR people become journalists to exercise more creativity; a number of journalists turn to public relations for better money. PR people also often go into marketing, particularly at the more senior levels.

What is Public Relations?

By: Media Recruitment

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