What’s PR?

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Public relations (PR) is a way for companies, organizations or individuals to improve their reputation. This activity is usually performed by public relations professionals or PR firms on behalf of their clients. Public relations usually involves communicating with and through the media to present clients as favorably as possible. It also often involves cooperative efforts with other people and organizations to build goodwill within the community and improve the client’s image.

Image is important

The business world can be extremely competitive. Companies typically want to have something that sets them apart from the crowd, something that makes them more attractive and interesting to both the public and the media. A favorable image can help increase a company’s sales, and negative publicity can damage a company’s reputation and reduce sales.

PR departments

Public relations can give consumers and the media a better understanding of how a company works. Within a company, a PR department might also be called a public information department or a customer relations department. These departments help customers if there is a problem with the company. They usually try to showcase the company at their best. PR departments can also conduct research to find out how satisfied customers are with the company and its products.

Tools used

There are many tools and methods that a public relations department can use to improve a company’s image. Tools that have traditionally been used include press releases and announcements sent to the media, newsletters sent to clients, and appearances at public events, such as trade shows or conventions. With the proliferation of the internet, PR departments can now also use tools like blogs and social media networks to achieve their goals.

Provide positive rotation

Many people have the perception of PR as a way to “spin” news and information, which means representing the news or information in the best possible way for the company. For example, if a company announces layoffs, its PR department might say that the company is lowering its costs and making itself more efficient, so it will be able to better serve its customers and offer lower prices. As long as these things are true, the PR department is doing its job to protect its reputation and image. Stretching the truth to create a positive twist, however, can end up being bad for the company if exaggerated or even half-truths are made.

Work in public relations

There are certain skills that are useful for people who work in public relations. These include a high level of communication skills, both written and verbal. A PR person must also be adept at multitasking and time management. He or she may have some form of media training or education to understand how the media works. Organizational and planning skills are also important in public relations.

A PR employee must be able to work well under pressure. He or she must have the ability to respond to a barrage of questions from the media and members of the public as needed. If a company comes under verbal attack, it’s the PR department that needs to take control of the situation. The PR department must respond effectively to criticism to protect the company’s reputation.

A public relations employee usually has a relevant college degree, such as a bachelor’s degree in communications, journalism, or marketing. Competition for public relations jobs is fierce. A talented public relations person may be able to go from junior account manager to chief accountant in about five years. The hours can be long and the work can be stressful, but for successful PR workers, the pay can be good because of the importance companies place on their reputation.

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