What is Public Relations?

The best and most comprehensive definition comes from the Public Relations Society of America. Among other things, PRSA says "Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups."

Public Relations takes many forms and has many different names: It may be called:

Community Affairs/Relations Hi-Tech Communications

Consumer Affairs International Affairs/Relations

Corporate Communications/Information Investor Relations

Crisis Management Issues and Analysis

Customer Relations Legislative Analysis

Employee Communications/Publications Media Relations

Employee Relations Product Public Relations/Publicity

Event Creation/Management Public Affairs/Information

Financial Communications Public Policy Development

Government Relations/Affairs Satellites, Broadcast Media

Job Responsibilities include:

Anticipating and interpreting public opinion, behavior and issues which might impact the operations and plans of an organization.

Counseling management at all levels regarding policy decisions, communications, and courses of action affecting an organization's publics.

Conducting and evaluating action programs and communications to achieve informed public understanding related to organizational goals.

Planning and implementing efforts to influence or modify public attitudes, government regulations, and other factors affecting an organization's survival or success.

Managing the resources needed for the public relations function, including staff, consultants, facilities and equipment.

Educational and Skill Requirements:

Until recently, most practitioners found their way into public relations with undergraduate degrees in journalism, English, history and other liberal arts majors. Today, a liberal arts major is still preferred, though several courses in public relations is recommended. Helpful subjects to study include communications theory, writing for the media, copy editing, layout and design for print and broadcast materials, and principles of advertising.

Minimum recommended courses encompass public relations principles and practices, publicity and media relations, case problems, and an internship. Electives cover management communications and public opinion research. "Satellite" or minor studies focus on courses related to a field of special interest or concentration e.g., business administration, political science, public administration, sociology.

Today their work requires them to explain complex problems regarding products and services; communicate quickly and effectively during crises; master the use of new technology, such as satellite broadcasting; and organize special events with mass appeal, such as marathons. Their knowledge and skills must be supported by expertise in opinion research, direct mail, institutional advertising, publications, broadcast and print production, speeches and presentations, meeting management, and much more. They must be able to respond to a host of challenges in the context of the times we live in.

Where to Practice:

International Sphere - A career in the international sector might begin in one of three ways:

1) as an account handler in any office serving international/multinational clients;

2) as an employee in an overseas office;

3) as a headquartersbased liaison responsible for international regions. The first possibility - handling a multinational account - is the most likely situation. The growing "globalization" of products and services has forced many corporations to re-examine their worldwide communications. Certain trends are responsible and, while they vary in degree from country to country, they can be considered a driving force in the growth surge of public relations around the world.

Public Relations Agencies - Depending on the size of the agency, you may be one of a few Junior Account Executives or one of dozens. In a large agency, you will be a small fish and will be asked to do a lot of work. There are, of course, advantages to a big firm. For example, many of the large ones have an entire department just dealing with broadcast public relations. So an Account Executive (you) can call upon the considerable expertise of a large organization in everything from broadcast to graphics to mailing. In a smaller agency, you will have generally much more contact with clients and be involved in more day-to-day aspects of the business - from arranging radio or magazine interviews to briefing the client to organizing press conferences. Whatever the agency's size, basically you will be involved in promoting your clients -- be they famous authors or the latest brand of cat food.

A typical career ladder for a small agency would be to begin as a Junior Account Executive, and then move up to a senior position depending on how it was structured and how much room for advancement and growth there was. In a larger agency, you might begin as a Junior Account Executive, then move to Account Executive, Senior Account Executive, and, eventually, Vice President and Senior Vice President.

Corporations - In today's world, corporations, organizations and even nations must communicate with their different audiences -- and do so effectively -- if they hope to succeed. Like a larger PR agency, a corporation can have many different departments or divisions within the communications-public relations department. These might offer ways to specialize if you wanted to pursue one particular aspect of the field. They would include: audio-visual, annual reports and brochures, press releases and special events. Again, depending on the size of the corporation, you might be involved in only writing and producing materials, just contacting the media, or only doing press events.

Government Agencies - A government agency brings with it certain problems for PR people of which is credibility with the media, since they and the public look at what you have to say with skepticism. Most agencies do not have large PR staffs, so there is a good deal of work and long hours spent writing press releases, arranging meetings, and putting out brushfires with the media.

To work for the Federal Government --- getting in is the hard part. Every Federal Civil Service job is classified by type and given a series name and number. The series for Public Affairs, for example, is numbered 1035. In this series, the entry-level for newcomers is either GS-5 or GS-7, depending on the amount of college training and work experience. Job vacancy announcements can be found in Federal Job Information Centers and in a bi-monthly booklet called "Federal Career Opportunities". However, of the 3,586 jobs listed in one of the issues, there were only 15 in the Public Affairs Series (GS-1035), and of these, only three could be considered entry-level positions. There were a few writer/editor, technical writer, audio-visual and radio broadcaster announcements, but not many.

Should you beat the odds and get hired, a word of caution at the outset about promotions. The grade belongs to the job, not to the individual. You can be the best public affairs person in the world, but if your job is graded as a GS-9, that is all you can be. To be promoted - and earn more money - you must find and be accepted into a higher-graded job.

Associations - Associations are an important part of American life. According to best estimates, there are 848,000 in the United States which employ approximately 1,000,000 people. They provide the voice, education, and the network for millions. Good public relations is a necessity for their survival, so career opportunities are numerous and varied.

Non-Profit Organizations - A non-profit organization, by its nature, may not be as fancy or as structured as an agency or corporation, and its offices may not be as fancy. Rather than deal with products or something tangible like books, non-profit groups often deal with the intangible, such as women's rights or the environment or crime. One challenge for a PR person will be to help make these intangible issues and ideas into tangible events or personalities for the media to cover. Organizations include: professional and trade associations, religious groups, educational institutions, hospitals, charities, foundations and societies.

Education - To the recent college graduate or young person aspiring to a career in public relations, few areas can boast of greater opportunities than educational PR It offers a broad range of learning and experience, professional development and intellectual growth, along with a deep sense of purpose and personal satisfaction. Educational Public Relations Officers represent their colleges, universities and schools to the larger society. They have, therefore, a special duty to exemplify the best qualities of their institutions, and to observe the highest standards of personal and professional conduct. Unlike other areas, the education community encourages new ideas, does not downgrade youthful enthusiasm, and is generally receptive to proposals and projects that might be rejected elsewhere.

Health Care - The health care industry offers unlimited opportunity for public relations practitioners. Opportunities exist in hospitals and voluntary health care agencies, governmental health services, pharmaceutical companies, consumer groups, or voluntary associations like the American Cancer Society or the American Red Cross. There are also opportunities working with both the print and electronic media reporters specializing in health care, or with the commercial, medical, and scientific editors using public relations people who understand and know their particular fields.

Travel & Tourism

Airlines - Many airlines are very good about promoting from within the ranks. They recommend that entry-level people start as flight attendants or reservationists and move up, which does happen if you are able to excel at what you do. After you have gotten your foot in the public relations door, your first assignment will probably be as a Media Specialist, as which you would write press releases and deal with the travel press on a routine basis, and then you eventually become an expert in crisis public relations.

Cruise Lines - Since there are a limited number of cruise lines, PR jobs are not easy to come by. The largest cruise company in the world has only a two-person public relations department! Most companies use PR agencies for their needs, so interested candidates should seek out an agency that represents a cruise client and try to get placed on that account.

Hotels - This is probably the industry with the most opportunities for entry-level public relations candidates. PR professionals in the hotel industry generally plan special events, write newsletters, act as liaisons with local and national travel and trade press, and frequently act as spokespersons to the media and community groups. In a smaller hotel, the public relations office can tend to be a "catchall" for tasks that don't easily fit into other areas. For instance, you may find yourself handling guest complaints, setting up recreational activities and designing energy conservation campaigns. Work in a large corporate office may tend to be more specialized. Positions include Media Relations Specialist, Newsletter Editor, and Speechwriter. You may handle the PR for various individual properties or simply oversee on-site professionals.

Attractions - This category is probably the most diverse of all travel related industries. An attraction can be anything from a small amusement park to a cultural museum to the grandest of all -- Walt Disney World and Epcot Center. Jobs are very difficult to come by and are very demanding. Many employees of the larger attractions start as interns or in other departments. Being talented tends to help, because you may be able to land a job as an entertainer first and then work your way into the public relations department.

Restaurants - There are many opportunities for PR practitioners in this field. Public relations activities generally focus on marketing and promotions. A practitioner would be responsible for the design of all image pieces, such as the menu and point-of-purchase displays, special events, relations with food critics, recipe dissemination and even, sometimes, training.

Sports - Sports public relations has all the glamour of any job, as well as the commitment of long hours, deadlines and expectations associated with significant client budgets and important marketing strategies. It is rewarding, challenging, hard work, but you will enjoy an interesting and sometimes exciting experience!

Broken down into the following three areas:

team/event public relations

sporting goods company public relations

ports promotion/marketing public relations

Performing Arts - The term "performing arts" includes any event which involves a live exchange between performer(s) and audience -- music (pop, jazz, classical or opera), dance (modern or classical), and theatre. Seventy-five to eighty percent of all performing arts promotion is a matter of garnering attention for a specific event, either a one-time concert or a series of performances. The percentage of newspaper and magazine space and television and radio air time allotted to consumer products and sports events is far greater than that set aside for performing arts events. Promoting performing arts is not an easy job by any means! Because you are dealing with the not-for-profit world~ staffs are small and the heirarchy of jobs limited.

INTERNSHIPS: THE FIRST STEP IN THE WORLD OF PUBLIC RELATIONS

Although public relations is still a relatively young profession, it continues to gain in stature. The importance of its wide array of functions -- marketing, community relations, investor relations, media relations, employee relations, to mer.tion just a few -- is increasingly appreciated by corporations. Nevertheless, there are still many young people who are not quite sure what public relations involves or how to employ public relations techniques to address a communications issue. Some think it involves just dealing with the press. Others think it is mostly writing, while others are sure that whatever it is, it's involved somehow with impacting public opinion, but then confuse it with advertising.

Webster's New World Dictionary defines it as "those functions of a corporation concerned with informing the public of its activities, policies, etc., and attempting to create favorable public opinion."

The best way to understand the field, and to decide if it's the right career choice is to intern in either a public relations firm or the corporate com~unications department of a major company. This will give you first-hand experience and exposure to the many varied faces of public relations before you have to commit yourself to the field.

What can you expect from an internship?

Many public relations agencies and corporations offer some kind of public relations internship. Some are paid and some are unpaid. Paid internships generally average $200.00 to $250.00 a week and are offered to students in college during the summer months.

Most internships usually include hands-on experience in addition to training in the basics -- how to develop and write press materials, prepare press lists, and formulate a "pitch" letter to an editor. In addition to the training sessions, interns gain valuable experience by working closely with at least one supervisor.

It is fairly common in an agency-setting to have regular meetings with senior executives to discuss case studies offering overviews of various public relations specialties, such as health care, community relations, investor relations, international, tourism, economic development, high tech, product marketing, sports marketing, crisis management, etc. Some firms will also invite editors to meet with interns to give them a better sense of how public relations practitioners can be helpful to the press.

Interns generally function as Assistant Account Executives, helping to develop press materials and press lists and conduct background research on clients. Depending on the agency and your own abilities, you may sometimes be taken to client and editorial meetings. The first question facing those of you interested in an internship program is whether you want to work in a public relations agency or corporate communications department, each of which offers a very different experience.

Corporate Communications Departments:

An internship in corporate PR will offer an in-depth view of how a corporation addresses the wide array of communications issues that it faces, though your exposure may be limited to issues impacting one industry. No two corporate communications departments are alike, and they often will include specialists in a number of areas such as:

Public Affairs

Community Relations

Media Relations

Employee Relations

Investor Relations

The Agency Experience:

An agency internship will offer a very different experience. While some agencies are specialized, most are generalist, with a broad range of clients. Large agencies today deal with clients in almost every sector of the economy, from manufacturing, retailing, fashion, home furnishings, and high-tech to banking, insurance, and investment banking. As a result of this diversity, working in an agency can offer a broader picture of how public relations functions in the business world, and how it can be an important tool for a number of different industries. The larger public relations firms are organized into a number of departments specializing in the following areas:

Product Marketing

Health Care

High-Tech

New Product Introduction

Community Affairs

Public Affairs

Tourism

Corporate Communications

Sports Marketing

Special Events Promotions

Broadcast Communications

Media Relations

Not-for-Profit Public Relations Design

Investor Relations

International Relations

Research