Public Relations: The Duties #1

Hi. I'm a Public Relations Officer wannabe. In 4 years ahead I may graduate in Degree of Mass Communications (hons), then, I can hit the button on! 

Currently I'm working as a graphic designer in government sector. I have done a lot of graphic materials such as banners, pamphlets, books and magazines, flyers or newsletters, research journals and monographs, booklets, posters and et cetera. While earns my own pocket money, concurrently, I do part-time study in Universiti Teknologi MARA, Shah Alam. My little ability to design and produce materials for such media is a part of skills needed to become a professional PR, at least for entry-level position. Sometimes, my company invited me to join our yearly events such as seminar and executive talks. I have always been assigned as an usher, which is I enjoyed so much. (^__^) 

By right, the reason why I'm studying mass communication today is influenced by those events. I'm always fascinated with the speaking skills - the way that the respective speakers on the stage or the emcees skills in persuasion and gain audience's attention.

(PERSUASION - definition: The communication process intended to change awareness, attitudes or behavior.)

Nevertheless, what I have now is just a basic design-skill that must be develop continuously. What I need most to do now is brushen up my public speaking ability and develop writing skill. Both are actually the vital parts in becoming a communication-reliable person.

Public Relations (PR) definition: PR is a leadership and management functions that helps to achieve an organisations objectives, define philosophy and facilitate organisational change.

PR people are also known as Boundary Spanners - (def: PR practitioners who look in and outside the organisation to anticipate issues, problems and opportunities)

PR, however, has a great diversity in the duties. They are clearly published in PRSA's booklets Careers in Public Relations as follows:


1) Programming : 
 - analyzing problems and opportunities;
 - defining goals and the publics, or groups of people whose support or understanding is needed / focus group;
(def: A group of people representative of an organisation's various public who are  called together, usually only once, to give an advance reaction to a plan )
 - recommending and planning activities
 - sometimes also include budgeting and assignment of responsibilities to the appropriate people
 - example : An organisation's president or executive director, often become as a key figure in PR activities.


2) Relationships :
 - successful PR people develop skill in gathering information (from management, colleagues, external source)
 - external : e.g media, community leaders, government policymakers and regulators, investors, financial analysis, educational institutions, activist groups and so on.
 - internal : e.g marketing, human resources, legal department (maintain daily contact)


3) Writing and editing :
 - A sound, clear style of writing that communicates effectively is a must for PR works
 - able to reach large groups of people
 - creating reports, news release, booklets, speeches, film scripts, trade magazine articles, product information and technical material,, employee publications, newsletters, shareholder reports and other communications directed to both organisational personnel and external groups. 

a media such as company newsletters, is among the media that the PR practitioner has actual control over is called as controlled media.

4) Information :
- an important PR tasks - engage in publishing organisation's news and features 
- sharing informations with appropiate newspaper,broadcast and general and trade publications editors
- requires to know how newspapers and other media operate, their areas of specilization and the interests of individual editors.
- Social Media - a new communication technology, an increasingly social uses of the Internet that has influenced PR practice in sharing informations (Facebook, Twitter, Youtube, Blog etc)


5) Production :
- PR practitioner should have background knowledge in the techniques such as art, layout, typography and photography in order to intelligently plan and supervise their use in;
- various publications, special reports, films and multimedia programs or other important ways of communicating.


6) Special Events :
- News conference, convention exhibits and special showings, new facility and anniversary celebrations, contests and award programs, tours, special meetings are a few events to gain attention and acceptance. 
- require careful planning and coordination, attention to detail, and the preparation of special booklets, publicity and reports.


7) Speaking : 
- PR works often requires face-to-face communication, that is, finding appropriate platforms, delivering speeches and preparing speeches for others.


8) Research and Evaluation :
- All PR works is underpinned by Research - on issues, organizations, publics, competition, opportunities, threats, etc.
- PR practitioners spend considerable time incorporating their research findings into positions statements, PR plans, communication campaigns, media briefing materials, etc.
-  Gather research through interviews, informal conversation, and review of library materials, databases, and Web sites. Also conduct survey or hire firms specializing in designing and conducting opinion research.

- RESEARCH FINDINGS influence a PR programs and strategies; 
- form the basis for evaluating its planning, implementation and effectiveness. 

RESEARCH can be simply defined as; A vital functions in the process of public relations that provide initial information necessary to plan PR action and perform the important role of evaluating its effectiveness.

- One specific major use of PR research is in issue management.

ISSUE MANAGEMENT can be defined as the process of identifying issues that potentially impact organizations and managing organizational activities related to those issues.










source : Public Relations: The profession & The Practice by Lattimore, Baskin, Heiman & Toth (4th edition)