Beruflich Dokumente
Kultur Dokumente
Karyn Lewis
PR Writing 0535-464-01
20072
Additional Assignment
Public relations professionals are essentially image shapers, working to generate positive
publicity for a client and enhance their overall reputation (Career: Public Relations). The field includes
ongoing activities that operate to ensure a company has a strong overall public image (McNamara). The
client can be a company, an individual, or even the government. Public relations professionals may handle
consumer relations, relationships within and among a company—such as managers and employees—or
different branch offices, and typically involves the dissemination of information (Career: Public
Relations). Success depends on communication skills in print, in person and on the phone.
PR professionals cultivate and maintain contacts with journalists, set up speaking engagements,
write executive speeches and annual reports, respond to inquiries, and speak directly to the press on
behalf of their client. They must keep lines of communication open between the many groups 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
requires them to keep abreast of current events and understand what stories will get the publics' attention
(McNamara). The content of the work is constantly changing and unforeseen challenges arise every day.
services to potential customers in order to support direct sales efforts or as a vehicle to reach legislators
and other politicians in seeking favorable tax, regulatory, and other treatment (Public Relations). Non-
profit organizations—including schools and universities, hospitals, and human and social service
agencies—may use of public relations in support of awareness programs, fund-raising programs, staff
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recruiting, and to increase patronage of their services. PR may also be used by politicians aiming to attract
The practice of guiding public opinion has existed as long as there were people and organizations
that required it to support their agenda (Career: Public Relations). Governments were the first to launch
public relations campaigns, but a number of American precursors to public relations are found in
publicists who specialized in promoting circuses, theatrical performances, and other public spectacles
(Public Relations). In the United States—where public relations has its origins—many early PR practices
Modern public relations work to evaluate a product or public perception first through market
research (Career: Public Relations). A successful public relations campaign will typically follow a four-
step model that includes research, action, communication, and evaluation, guided by management and
action. A SWOT analysis of the company’s strengths, weaknesses, opportunities, and threats may also be
used. Once data is collected and challenges are identified, solutions are presented in a campaign strategy
to meet goals. Techniques may vary from campaign to campaign, but some of the standard tools used are
press releases, press kits, satellite feeds, pod casts, web casts, wire service distribution of information, and
Internet placement. Others include entertainment product placement (television, events, and celebrities),
product launches, press conferences, media seminars, speechwriting, establishing partnerships, and more.
A fundamental technique used in public relations is to identify the target audience, and to tailor every
message to appeal to that audience (Public Relations). This requires knowledge in communication arts,
psychology, social psychology, sociology, political science, economics, and the principles of management
and ethics. Technical knowledge and skills may also be required for opinion research, public issues
analysis, media relations, direct mail, institutional advertising, publications, film/video productions,
As industry consolidation becomes more prevalent, many organizations and individuals are
choosing to retain smaller, more specialized firms as opposed to global communications firms. These
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smaller firms typically specialize in only a couple of practice areas and work to have a greater
understanding of their client's business. And because they deal with certain professionals with greater
frequency, specialty firms often have stronger media contacts in the areas that matter most to their clients.
Added benefits of smaller, specialty firms include more personal attention and accountability, as well as
cost savings. There is a growing consensus that specialty firms offer more than once considered. A
number of specialties exist within the field of public relations, including product placement, product
launches, broadcast public relations, reputation management, issue management, investor and labor
Employment of public relations professionals is expected to grow faster than average for all
occupations through 2014 (Public Relations Specialists, 2006). The need for good public relations in an
increasingly competitive business environment should spur demand for public relations professionals in
organizations of all types and sizes, as the value of a company is hugely measured by the strength of its
relationships with those on whom it depends for its success. With the increasing demand for corporate
accountability, more emphasis will be placed on improving the image of the client, as well as on building
public confidence.
An organization’s reputation, profitability, and even its continued existence can depend on the
degree to which its target audience supports its goals and policies. There are five basic principles for
success in PR, including honest communication, openness and consistency, fairness of actions, two-way
communication, and research and evaluation. As managers recognize the importance of good public
relations to the success of their organizations, they increasingly rely on public relations professionals for
advice on program strategy and policy. As public relations professionals handle organizational functions
such as media, community, consumer, industry, and governmental relations, political campaigns, interest-
group representation, conflict mediation, and employee and investor relations, they must have thorough
understanding of the attitudes and concerns of community, consumer, employee, and public interest
groups (Public Relations Specialists, 2006). To do this, they must establish and maintain cooperative
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relationships as well as corporate responsibility. This means more than just the pursuit of profit—they
As previously mentioned, public relations professionals draft press releases and contact people in
the media who might print or broadcast their material. Many radio or television special reports,
newspaper stories, and magazine articles start at the desks of PR professionals (Public Relations
Specialists, 2006). Sometimes the subject is an organization and its policies toward its employees or its
role in the community, but often the subject is a public issue, such as health, energy, or the environment,
and what an organization does to advance that issue. These professionals may also arrange and conduct
programs to keep up contact between organization representatives and the public, such as speaking
engagements and the convention planning. In the government, public relations professionals work to keep
the public informed about the activities of agencies and officials, such as travel advisories and U.S.
positions on foreign issues. Furthermore, public relations professionals may be required to write, research,
Although public relations professionals are stereotypically seen as corporate services, the reality
is that almost any organization that has a stake in how it is portrayed in the public arena employs at least
one PR manager (Public Relations). Large organizations may even have dedicated communications
departments. Government agencies, trade associations, and other non-profit organizations commonly
carry out PR activities. Public relations professionals are typically concentrated in large cities, where
press services and other communications facilities are available and businesses and trade associations
have their headquarters (Public Relations Specialists, 2006). There is a trend, however, for public
bedrock fundamentals of the public relations function (Cutlip, 1995). No doubt there is value of history in
explaining this now influential vocation's place in society and its profound effect over time on the nation's
political, social, economic, and cultural life. Studying the origins of public relations can provide helpful
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insight into its functions, its strengths and weaknesses, and its profound, although often unseen, impact on
or external—in such a way the message coincides with organizational goals and seeks to benefit mutual
interests whenever possible (Career: Public Relations). They contact people, plan and research, and
prepare materials for distribution. They also may handle advertising or sales promotion work to support
marketing efforts. Overall, Public relations specialists create favorable attitudes among various
organizations, interest groups, and the public through effective communication. As with many
professions, however, the practice of public relations will probably become more specialized and niche-
Works Cited
Career: Public Relations. (n.d.). The Princeton Review: Career Profiles. Retrieved December 7,
Cutlip, S. M. (1995). Public relations history: From the 17th to the 20th century the antecedents
(D. Emeritus, Ed.). Hillsdale, NJ: Lawrence Erlbaum Associates. Retrieved December 8, 2007,
McNamara, C. (n.d.). Public and Media Relations. In Free Management Library. Retrieved
Public Relations. (n.d.). Wikipedia. Retrieved December 7, 2007, from Wikipedia database:
http://en.wikipedia.org
Public Relations Specialists. (2006, August). U.S. Department of Labor: Bureau of Labor Statistics.
Retrieved December 8, 2007, from U.S. Bureau of Labor Statistics database: http://www.bls.gov