public relation year two semester two

Table of content


Whether you in a big or small organisation all around the world every business has to have someone who will be held for the reputation of the organisation in order for it to survive the wide industry and be successful. Public Relations can help manage and build this reputation through effective communication with their publics. In this assignment I will take you further into PR as to what it means, its characteristics, techniques and skills required to be a successful Public Relations practitioner in the business.

What is Public Relations?

Public relation is the way organisations, companies and individuals manage the spread of the organisations information between the organisation and the public and also create a mutual relationship with the public as a whole. It involves management communication to form and create an environment easier to conduct marketing. Corporate advertising, Seminars, publications and donations are some activities involved in PR.


Ability to communicate: Public Relation is all about using word of mouth (communication).

Being a successful PR practitioner you have to talk to clients, media and also stakeholders. Communication in PR does not only mean speaking to people using word of mouth but it can also mean writing more than 5000 words on client report.

Flexibility: Being flexible in public relations is being able to handle whatever comes your way. For example; clients change their minds now and then without any notice, a situation arise back and forth, a post on media that can bring down the entire business, all this has to be handle in a short period of time.

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Building relationships: This is the whole idea of Public Relations. You have to establish long lasting connections with your regular clients and the public in and around you. Response is the key to building strong relationships, being friendly is also part of it and also helpful to client whether there is conflict between you and the group at large or not.

Creativity: Hard work is one of the essentials to being creative. Making phone calls, promoting, follow-ups, pitching, meetings and networking all require a brilliant mind with strategic ideas.

Honesty: A PR practitioner’s report has to always be truthful and also clear in order for the organisation to have a positive image. The statement created must address the situation, set and elaborate without covering up anything. Professionals in PR are never afraid to speak the truth. If they cannot do that then they wait for the right moment to answer questions honestly.

Understanding media: Media changes now and then and as a PR practitioner media relation skills are important.

Paying attention to details: Everything that involves communicating to communities or the public and the media requires a careful review and planning because one error can change the whole intention and cause a huge disaster and as a PR you have to pick up all the tiny pieces before they become a problem.

Communication fields:

Social media: Social media makes it all easy by taking you straight to your customers using Twitter, websites, Facebook and more. It allows you to follow and be followed back by journalist and other social media expect and also are able to manage issues by responding faster to negative perceptions and increase exposure for the business brand.

Advertisement: this is the form of news stories or even reviews in newspapers. It helps develop television advertorials which is commonly used as form of advertising and product selling.

Newsletter: Print out or emailed newsletter is a good way to promote the business, communicate with customers and keep them updated about new products and services. This also strengthens your personal connections with customers as a practitioner. A well written newsletter offers information of value to your consumers.

Business events: Events are a huge opportunity for business people to gain exposure for their business, promote new products or service and make sure information reaches targeted customers. Events are a chance to change customer’s doubtfulness and build confidence within them. It also helps research your market and competitors.

Employee relations: The staffs are the ambassador for the business and brand. PR practitioner builds team relationship by sharing information and promoting involvement. This improves teamwork, staff retention, productivity and ensures that staff is representing the business consistently and with the right message.

Catalogues: By doing this as a business actually keep customers thinking about your business and its product and service you offer. It also gives consumers confidence in you and your brand and helps drive consumers to your website or store due to the information contained there and work online.

Functions of a PR practitioner

Media relation: Dealing and speaking with the news media when seeking publicity or responding to reporters’ questions. Example: PR practitioners will broadcast the organisation on radio to attract more people.

Community relation: Consisting of an organisations planned, active and continuing participation with and within the community to maintain and enhance the environment for the benefit of the company. Example: must communicate fluently and go straight to the point as to what is the business all about.

Sponsorship: Partnership helps consumers identify your brand with good business practice. These sponsorships involve exchange of funds to grow a local community in return for a good business reputation.

Branding corporate advertising: This is when the PR practitioner advertises in the way due to what has been said about the company in the media. PR practitioners do this when they want control over messages.

Promotional activities: This includes events, conferences, exhibitions, trade shows to gain exposure for the business. PR practitioner has to promote the service and make sure accurate information reaches targeted consumers. Example: PR practitioner will have to sale their hotel service to consumers to have customer loyalty.

Risk management: this is when people’s opinions are not the same and this can influence the future of the business because the company might end up losing clients and the reputation is ruined. An example: the supplier of soaps in the hotel bathrooms has not delivered for two weeks.

Lobbying: dealing with the government with regards to policies, action and legislation. A PR practitioner will try to persuade decisions taken by the government in a particular issue.

Techniques and skills of a PR practitioner


Communication skills: It is important to be a good communicator in PR. You have to be a confidence speaker and also an excellent listener. PR practitioner has to be careful in language and culture of other people because PR involves communicating across different mediums.

Research skills: PR practitioner needs to be a good researcher in order to communicate accurately about the company. You will even enjoy learning about new market.

Writing skills: PR is expected to write engaging content for clients whether it’s a guest article in a magazine, a case study or a press release. Good attention to detail is also important. This is a vital skill to have.

Creativity: You do not need to be creative in writing only but also in coming up with new ways to promote business and approaching clients. PR calls for fresh ideas and lateral thinking.

Computer skills: Typing is a must have in PR because you will be doing a lot of emailing, sending press releases, proposals etc.

Time management: You may find yourself in a situation where multiple clients and projects are labelled “IMPORTANT”. Being able to recognize deadlines is a valuable skill.

Opinion: Providing the media with opinions or comments on important issues can help raise the company’s profile. Invite editors and journalists to interview the PR on legislation that affect the industry.

Social responsibility: Volunteering for community project or proving sponsorship for locals to strengthen relationship s with the public and demonstrate your company’s social responsibility.



Meeting: These are planned meetings provided for various publics especially employees and stakeholders.

Interview arrangement: For all interviews they should be prepared and detailed briefing about the type of publications, reporters, subject and questions expected.


Editorial tours: meeting with editors on an informal or formal basis. Client’s executives and agency representative visit the business. Preparation of special press materials or visual presentation is completed.


News releases: These news releases will cover new products, promotions, product enhancement, personnel appointments, and price changes.

Articles: this generates features, application and co-history articles. After interviews with clients additional research is made, draft the article, submit or approval and place it in an appropriate publication.


Attendance at public events: Every PR practitioner takes the advantage to speak publicly. He/she will set all projectors and visual aid to keep the eyes of the clients.



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public relation year two semester two. (2019, Nov 21). Retrieved from

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