Strategic public relations is important for every organization. Operating in conjunction with broader marketing activities, the public relations department is responsible for a number of key communications and reputational tasks. An organization's public relations representatives must have excellent written, verbal, administrative and relationship-building skills as well as an in-depth understanding of the media and a keen news sense.
Communicating with journalists has traditionally been the mainstay of the public relations (PR) professional. An organization's public relations representative must have a strong understanding of the media as well as how journalists work. A PR representative should know what makes a strong news story and be able to effectively tailor and pitch it to different kinds of media outlets -- online, print and broadcast.
The ability to write a wide variety of materials for media and internal use is an important skill for the PR professional. Media materials include press releases, news alerts, commentaries, feature-length articles and case studies. Important internal documents, such as reports, biographies, analysis, research summaries, and background and briefing materials, are another major part of the public relations representative's job.
Excellent verbal communication skills are essential for a public relations representative. The ability to speak succinctly with clarity and persuasiveness should be developed. Whether it is talking to the media, acting as an organization spokesperson, giving an briefing to colleagues or making a presentation or a client, verbal communication is at the heart of the occupation.
Planning and Organzining
Effective public relations campaigns are carefully planned to impact and influence during a given time frame. An organization's PR representatives must think strategically to ensure these plans are an extension of overall marketing and business objectives.
Although often overlooked, sound administrative and organizational skills are as important in public relations as they are in any other area of a business. Keeping up-to-date lists of media contacts and story and feature schedules are important day-to-day campaign tactics.
A successful public relations representative should have strong interpersonal skills and be adept at networking -- in person and virtually. The PR professional will network with employees and executives of all levels, as well as with the media, industry peers and other partners.
Knowing how to work effectively under challenging deadlines is a frequent requirement for a public relations representative. The ability to produce high-quality work and communications under pressure is a crucial skill, given the PR professional's regular contact and cooperation with the media.
- "The Management and Practice of Public Relations"; Norman Stone; 1995
- "Managing Public Relations"; James E. Grunig, Todd Hunt; 1984
- "Public Relations Principles and Practice"; Philip J. Kitchen; 1997
- Photo Credit Winston Davidian/Photodisc/Getty Images
Public Relations & Communications Job Description
A public relations specialist, sometimes called a communications or media specialist, works to promote good will and a positive image for individuals,...
PR Executive Job Description
The role of a public relations (PR) executive is to manage the reputation of a company, organization or individual. A PR executive...
Media Relations Job Description
A media relations specialist is someone who delivers information about a company to the press. Media relations specialists write and edit press...
Job Description of a Provider Relations Representative
The language and terms of insurance policies are frequently difficult for consumers to understand and interpret. A provider relations representative serves as...
How to Conduct Public Relations for a Nonprofit Organization
The more visibility a nonprofit has, the more grant dollars it will attract and the more community support it will win. How...
How to Dress for a Public Relations Job
As the old adage aptly points out, it's vital to "dress for success." Different jobs call for different fashions, and as the...
Implications of Organizational and Societal Functions of Public Relations
Public relations representatives maintain effective third-party relationships on behalf of business or individuals. The "third-party" is the public, media, employee or occasionally...
Public Relations Job Responsibilities
A significant factor in the success of an organization is how it is perceived by the general public. Public relations specialists are...
What Are the Duties of a PR Rep?
Organizations depend on public relations to manage perceptions, distribute news and information to internal and external audiences as well as promote the...
Public Relations Responsibility
Companies depend on public relations professionals to engage and communicate with their internal and external audiences as well as defend their reputations...