Public Relations Specialists

Public relations specialists perform a variety of tasks. They may be employed primarily as writers, creating reports, news releases, and booklet texts. Others write speeches or create copy for radio, TV, or film sequences. These workers often spend much of their time contacting the press, radio, and TV as well as magazines on behalf of the employer. They also use social media, such as Facebook and Twitter, to convey their client's message to target audiences and the general public. Some PR specialists work more as editors than writers, fact-checking and rewriting employee publications, newsletters, shareholder reports, and other management communications.

Specialists may choose to concentrate in graphic design, using their background knowledge of art and layout for developing brochures, booklets, and photographic communications. Other PR workers handle special events, such as press parties, convention exhibits, open houses, or anniversary celebrations.

PR specialists must be alert to any and all company or institutional events that are newsworthy. They prepare news releases and direct them toward the proper media. Specialists working for manufacturers and retailers are concerned with efforts that will promote sales and create goodwill for the firm's products. They work closely with the marketing and sales departments in announcing new products, preparing displays, and attending occasional dealers' conventions.

A large firm may have a director of public relations who is a vice president of the company and in charge of a staff that includes writers, artists, researchers, and other specialists. Publicity for an individual or a small organization may involve many of the same areas of expertise but may be carried out by a few people or possibly even one person.

Many PR workers act as consultants (rather than staff) of a corporation, association, college, hospital, or other institution. These workers have the advantage of being able to operate independently, state opinions objectively, and work with more than one type of business or association.

PR specialists are called upon to work with the public opinion aspects of almost every corporate or institutional problem. These can range from the opening of a new manufacturing plant to a college's dormitory dedication to a merger or sale of a company.

Public relations professionals may specialize. Lobbyists try to persuade legislators and other office holders to pass laws favoring the interests of the firms or people they represent. Fund-raising directors develop and direct programs designed to raise funds for social welfare agencies and other nonprofit organizations.

Early in their careers, public relations specialists become accustomed to having others receive credit for their behind-the-scenes work. The speeches they draft will be delivered by company officers, the magazine articles they prepare may be credited to the president of the company, and they may be consulted to prepare the message to stockholders from the chairman of the board that appears in the annual report.

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