What is PR?

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Posted At: April 12, 2007 10:22 AM
compiled by Miranda Yow

PR is

PR outputs

PR outcomes

PR in practice

PR at work

10 essential skills

PR is:

– Research, planning, communication, evaluation/stewardship
– Strategic
– Creative
– Two-way
– Advocacy
– Global
– 24/7
– Proactive
– Ongoing
– Counsel
– Internal and external
– Uncontrolled and controlled
– Relationship building and maintenance
– Environmental scanning
– Boundary spanning
– Deliberate
– Performance
– Public interest
– Management function

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PR outputs:

– Blogs
– Crisis plans
– Webcasts
– Campaigns
– Position papers
– Proposals
– Organizational histories
– Special events
– Research (pre/post)
– Situation analyses
– Fliers
– Bulletins
– Newsletters
– Inserts
– Fact sheets
– Media kits
– Web sites

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PR outcomes:

– Relationships
– Attitudes
– Awareness
– Behaviors
– Enhanced communication

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PR in practice:

– Employee relations
– Community relations
– Investor relations
– Media relations
– Government relations
– Crisis communication
– International relations
– Public affairs
– Consumer relations
– Risk communication
– Health communication
– University relations
– Litigation public relations

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PR at work:

– Professional groups
– Nonprofits
– Corporations
– Public relations agencies
– Government
– Lobbying
– Sports
– Entertainment
– Transportation
– Retail
– International
– Education
– Technology
– Energy/utilities
– Environment
– Politics
– Health care
– Travel/tourism
– Finance
– NGOs

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10 essential skills for PR graduates eyeing a PR career (from PRWeek´s Career Guide. Aug. 29, 2005):

  1. Writing.
  2. Thinking critically and strategically.
  3. Interacting with the media.
  4. Assembling a proper media list.
  5. Reading a balance sheet.
  6. Understanding blogs and how they impact PR.
  7. Knowing writing standards, including basic grammar and AP style.
  8. Speaking publicly and making successful presentations.
  9. Knowing how to research any issue quickly and effectively.
  10. Knowing fundamental business terms and rules.

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