Public Relations (Pr)

Ð'* WHAT IS PR?

Smartness and an outgoing personality are the tools not just to impress the opposite sex, but it can also help you in your career also. One of the professions that rely a lot on these two attributes to make an impact is media relations or public relations.

People often confuse Public Relations with advertising. However, PR is a different field altogether. It involves informing and educating people and the target group about the activities of an organization.

To perform this function many companies have their own PR departments, while there are some which appoint consultants or agencies specializing in the job. The main job of the PR is to communicate the company's point of view to target groups effectively. Thus, it is a powerful management function and not just confined to building relations.

Ð'* HOW PR IS IMPORTANT?

With the expansion of the businesses, the importance of PR has grown and people have realized that advertising must be supplemented with an effective PR. Effective PR helps in two ways: in keeping close to the customer to satisfy needs and anticipate changes in the customer demand, and second, to create a favorable impression among people, which advertising may sometimes not achieve.

A happy customer will most likely make repeat purchases, so an effective PR makes good business sense too. The Government also undertakes PR activities to create a favorable impression in the public mind.

It has its own PR departments which communicate its achievements. For a person who wants to make a career out of PR, a Government job would be the most secure. But if he/she wants to face the real challenges of PR, then undoubtedly the private sector is the best.

Ð'* WHAT ARE THE FUNCTIONS OF PR?

Press Relations: One objective of the PR manager is to ensure that the company gets written about favourably in the Press. For this, relations with media correspondents have to be maintained. They have to be provided with information and handouts.

Communications: Customers, suppliers, employees, dealers and others in contact with the company must know what it is doing or plans to do in the future.

Lobbying: Effective PR can influence public policy. An important function of the PR professional will be to maintain close relations and convince influential people in various walks of life.

Counseling: Doubts have to be removed from the minds of people through meetings and counseling, which will help keep a direct contact and not let doubts remain which may have an adverse impact on the company.

A PR professional has to take care of both internal and external publics, as both are important for a company and their interests have to be kept in mind. Internal publics means the people connected with the organisation - employees, shareholders, suppliers, distributors, bankers, advisors. Customers, media persons and the society at large, can be considered external publics.

It can be maintained that every organisation needs public relations activities. PR is not restricted to companies and the government only, but political parties also needs their services as they have to ensure that public shares their viewpoint.

Ð'* WHAT ARE THE JOB PROSPECTS OF PR?

There are several options for a PR professional. The first one is that he/she joins some company or an organisation in the PR departments and rise to the level of Public Relations Officer (PRO). Another option is to join professional PR firms who work as PROs for their client companies. Such agencies work on contractual basis.

Many advertising agencies have also started sister PR firms. Apart from that certain individuals, who have contacts with the Press, have started their own small set ups, using their contacts to get press releases published. Another option is to set up one's own consultancy, provided that one is pushing enough and has some contacts with media persons.

The importance of PR is expected to grow, more so because of globalisation that has made a lot of difference to the business environment. As advertising is becoming expensive, companies understand that their campaign must have an element of direct contact.

Since direct contact is the only way to know how the customers perceive the company or its products. The future of public relations is bright and will often be done in conjunction with other media.

Ð'* WHAT PERSONALITY TRAITS A PR PRACTITIONER SHOULD HAVE?

A PR practitioner must have an extrovert, outgoing personality.

He must have contacts with the media and be willing to use them.

One must be a go-getter. It is said that excessive PR has eroded the independence of newspapers and TV channels, which often use news items which have no relevance. This has been the negative aspect of the PR job.

One must have excellent communication skills, both spoken and written.

Press notes and handouts