A significant factor in the success of an organization is how it is perceived by the general public. Public relations specialists are responsible for ensuring that the image of an organization is maintained in a positive light. They can work internally within a company or for a public relations firm that represent organizations.
The job of the public relations specialist is to handle the external face of a company, organization or person to the media, community, industry and other sectors of society. The public relations specialist must determine which part of the community or media will be interested in the news of its client and then target that group directly. This is typically achieved through press releases written by the public relations specialist. Press releases are sent to media outlets in hopes that they will report on the information.
Public relations specialists also work to market an organization to the general public through a range of public engagements. These can include public speeches, films about the company, exhibits at public events, and appearances at the events of other companies, among others.
Public relations specialists are also responsible for mitigating any negative public reaction to their client. In such cases, the public relations specialist may attempt to concentrate public focus on the positive things the company has done in the past. This can include such things as the amount of money it gives to charity, how well it treats its staff, and the positive things it does for the community. The public relations specialist may also outline how the company will be dealing with the negative event and ensuring that the appropriate changes will be made.
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