The author of this opinion article is Ms. Prerna Dalakoti at PR Professionals
Wednesday, 5 October 2016
Public Relations is more than Media Relations
The single thing that can make your career in public relations is actually working in public relations. Professionals from all kinds of backgrounds from English in Economics can work in PR since it does not require any one set of skills. Public relations surround much more then media relations and writing press releases (even though it is a large part of the profession).
In a day, a public relations professional may write a blog post about new policy development, briefs a client on the current state of any particular sector before an interview, create a social media engagement strategy and then coordinate a photoshoot for a client. Then tomorrow will turn up as an entirely different day with new agendas. However the task of sending our well crafted press releases and story pitches to media is something which can be referred as daily jobs.
PR pros are responsible for maintaining its client’s image and controlling how the public, their stakeholders and media will perceive them. They will turn on to you for all kinds of advice and you have to be prepared for it. The PR job majority of the times go beyond the job description. However PR pros should not be afraid to set boundaries. At the same time beware of the client relationship that can morph from PR to PA. PR agencies are hired for garnering positive media coverage for your client, so ensure you focus on your priorities. The client will ultimately remember the cover story that you got published rather than the splendid cover letter you made for their newsletter.