The Field of Public Relations

Public Relations is a planned process, involving top management, to influence public opinion through sound character and proper performance, based on effective and mutually satisfactory two-way communication. PR practitioners execute programs of action to earn public understanding, acceptance and support.

Public Relation Skills and Activities

Writing and Editing

A sound, concise, persuasive style of writing is considered to be the foundation of all other public relations skills.  Examples of writings include reports, news releases, radio and television copy, speeches, scripts, trade magazine articles, public service announcements, product information, editorials, newsletters, shareholder reports, and other management communications direct to both personnel and external groups.

Research

An important activity undertaken by PR practitioners is fact gathering. Types of research include conducting interviews and other informal conversations, gathering historical and demographic information, and utilizing various survey and opinion- gathering techniques.  Courses in statistics and marketing research are beneficial for this function.     

Media Planning

Media planning includes audience analysis, deciding which media to use, and determining how to best reach a target audience. Planning also requires a comparison of competing techniques and media.

Evaluation

After a program is completed, PR professionals must study the results and evaluate the program's planning, implementation, and effectiveness.  PR practitioners should examine public trends and evaluate how they will affect their organization.    

Strategic Thinking

Creativity is essential.  PR practitioners must develop practical and affordable solutions to public relations problems and determine creative approaches to common needs while sorting through an accumulation of information to find what is important and usable. 

Programming

This involves analyzing problems and opportunities, defining goals, identifying publics and suitable media to reach them, and recommending and planning activities.  It may include budgeting and assignment of responsibilities to the appropriate people.  

Production

Various publications, special reports, video news releases, and multimedia programs are important ways of communicating. The public relations professional needs not be an expert in art, layout, typography, and photography, but background knowledge of the techniques of preparation is needed for intelligent planning and supervision of their use.

Marketing Analysis

Marketing analysis is a combination of activities including advertising, publicity, promotion, packaging, trade-shows, and special events designed to sell a product, service or idea. 

Special Events

News conferences, convention exhibits, new facility and anniversary celebrations, contest and award programs, tours and special meetings are only a few of the special events used to gain attention and acceptance of groups of people. They involve careful planning and coordination, attention to detail, preparation of special booklets, publicity materials and reports.   

Speaking

Public relations work often requires skill in face-to-face communication - finding appropriate platforms, the preparation of speeches for others and the delivery of speeches.  PR practitioners should be able to effectively address individuals and groups. 

Cultivating Relationships

Successful public relations professionals develop skills in gathering information from management, colleagues in their organizations and external sources. Continually evaluating what they learn, practitioners formulate recommendations and gain approval for them from their managements.  Practitioners may also represent your organization in projects related to civic, social, cultural, political, or educational affairs.  They need to understand and relate with media professionals.   

Academic Preparation

A college degree is essential for a career in public relations.  Most public relations programs are administered by journalism or mass communication departments.  In addition to coursework, the importance of gaining experience through internships and other hands-on activities is important.  The most frequently recommended secondary or minor area of study for public relations students is business. 

Public relations executives themselves stress judgment, motivation and great writing as the most important qualifications in their field.  Managerial skills are invaluable for successfully climbing the public relations ladder.  It is important to develop the capacity to think analytically and produce under pressure, to draw out necessary information, and to express persuasive, practical solutions.