Getting into PR
Public relations enable companies to have good press coverage in the event of a crisis, the launch of a new product and general community goodwill.
Through the use of publicity stunts, ranging from the tame to the wild and daring, a PR company can influence the agenda for the public and the media and maintain and help create an image for their clients in the eyes of the public.
A company does this by 'pitching' stories to journalists. In order to create media interest, a PR company will stage events, make something 'out of the ordinary' or by generating publicity through their client's involvement in the community.
Who can you work for?
- Working 'in-house' for one company
- Working for a PR agency
Programme & crisis planning
A company will use a PR company for a variety of reasons; the most common is either for on-going PR strategies, for a product launch or in the event of a crisis. Initially, a PR company will assess the current problem and develop a strategy to overcome it. PR companies also partake in planning strategies to overcome foreseeable problems that could occur in the future.
Writing
At the onset of a PR campaign, the first writing tasks to be undertaken are the programme and crisis strategies. These documents need to be written up and prepared for presentation to the client.
A PR consultant will often prepare media releases and write up information for journalists so that she can correctly report company news. On occasion, PR consultants will write the articles to be featured in a publication. Media packs that are sent out sometimes include booklets and newsletters, these need to be composed.
One of the most challenging writing tasks is writing speeches and preparing written quotes for the spokesman of the company to deliver to the media or the public.
Special events and production
PR consultants are heavily involved in the planning and production of special events and media tools used to gain press coverage and generate interest amongst the target audience. Events vary from launches, celebrations and parties to news conferences and convention exhibits.
Someone working in PR must also overlook the production aspect of the events that include, videos, multimedia packs and websites. Knowledge of various innovative techniques and the ability to co-ordinate the various jobs to ensure it is completed on deadline is necessary in order to ensure the strategy runs smoothly.
Media relations
In order to build up contacts with the media, a consultant must be able to develop a rapport and develop a workable relationship with them. A PR manager can help journalists by filtering through relevant stories for them; in return a journalist can generate publicity for the consultant's client.
Corporate reputation
The corporate image of a company is maintained through the use of excellent media coverage and community relations. Ensuring the good name of the company means liasing with government officials, investors, trade associations and most importantly the community at large. A company must show support and involve itself in these areas in order to be recognised by these groups.
Where to now?
Get clued up on industry trends and new campaigns.
- Read trade magazines such as PR Week and Revolution
- Surf the net and look at agency or employer websites
- Attend career days and find out about the milk rounds in your area
- Network, make contacts and get some experience to find out first hand whether PR really is for you!
- Stick with it, PR is a really tough industry but those who want it bad enough will get there eventually
