Public Relations professionals are responsible for image building and perception management for companies. They work as employees of the company in its corporate communications team, or in a PR Agency delivering services to client companies. A PR professional drafts PR plans, coordinates with media and advises official spokespersons and company management. They manage communication with media, investors and the general public and even communicate internally with employees.
PR professionals develop content for media communication such as press releases to make announcements such as the launch of a new product, a new business partnership that the company may have entered into and the financial results of the company. They pitch newsworthy company stories for media coverage and arrange press conferences where company leadership can address the media directly. They also respond to requests for information made by Journalists. At all times, they are mindful of the company’s image that gets portrayed in the media and look out for ways to create a positive ‘buzz’ around the company and its products or services.
The roles and positions in a PR Agency could start from Management Trainee or Account Executive, and move on to senior account (client) management levels, Media Relations Manager and further up in strategic advising roles. With enough years of experience, professionals can even become independent PR Consultants.
Find out about the different Careers in Marketing.
It is popularly believed that this profession is meant for people with good communication and interpersonal skills. Also that PR is all about party planning and Page 3 dos.
The fact, however, is that the glamour and glitter is only but a tiny bit in the profile of a PR professional’s role. Much of the time of the PR professional is spent on serious work related to creating interesting news points around the company’s products and activities. And plenty of time is spent behind the computer trying to get journalists to write about topics you have pitched.
Success in a PR role comes from having a deep interest in reading and understanding business news, being persistent, thinking strategically, and enjoying research. In current times, knowledge on leveraging social media for perception management is also important. Additionally, as the skills of a PR professional are transferable, they can succeed in Advertising, Sales and Marketing roles as well.
Find out what it is like to be Working in the Advertising Industry.
Not many institutes provide specialized training in PR so students doing Sociology, English or Journalism go into PR or corporate communications. What they enjoy is to anlayze news and understand how news can impact business positively or negatively. They read mainstream newspapers, business papers and magazines. At school/college, they conceptualize and contribute to school/ college events and be part of the school magazine. At every opportunity they get, they polish their communication skills.
PR professionals develop content for media communication such as press releases to make announcements such as the launch of a new product, a new business partnership that the company may have entered into and the financial results of the company. They pitch newsworthy company stories for media coverage and arrange press conferences where company leadership can address the media directly. They also respond to requests for information made by Journalists. At all times, they are mindful of the company’s image that gets portrayed in the media and look out for ways to create a positive ‘buzz’ around the company and its products or services.
The roles and positions in a PR Agency could start from Management Trainee or Account Executive, and move on to senior account (client) management levels, Media Relations Manager and further up in strategic advising roles. With enough years of experience, professionals can even become independent PR Consultants.
Find out about the different Careers in Marketing.
Perceptions and myths about a career in PR
It is popularly believed that this profession is meant for people with good communication and interpersonal skills. Also that PR is all about party planning and Page 3 dos.
The fact, however, is that the glamour and glitter is only but a tiny bit in the profile of a PR professional’s role. Much of the time of the PR professional is spent on serious work related to creating interesting news points around the company’s products and activities. And plenty of time is spent behind the computer trying to get journalists to write about topics you have pitched.
Success in a PR role comes from having a deep interest in reading and understanding business news, being persistent, thinking strategically, and enjoying research. In current times, knowledge on leveraging social media for perception management is also important. Additionally, as the skills of a PR professional are transferable, they can succeed in Advertising, Sales and Marketing roles as well.
Find out what it is like to be Working in the Advertising Industry.
Path To Get There
Not many institutes provide specialized training in PR so students doing Sociology, English or Journalism go into PR or corporate communications. What they enjoy is to anlayze news and understand how news can impact business positively or negatively. They read mainstream newspapers, business papers and magazines. At school/college, they conceptualize and contribute to school/ college events and be part of the school magazine. At every opportunity they get, they polish their communication skills.
