What is PR?
Posted At: April 12, 2007 10:22 AM
compiled by Miranda Yow
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
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
PR outcomes:
– Relationships
– Attitudes
– Awareness
– Behaviors
– Enhanced communication
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
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
10 essential skills for PR graduates eyeing a PR career (from PRWeek´s Career Guide. Aug. 29, 2005):
- Writing.
- Thinking critically and strategically.
- Interacting with the media.
- Assembling a proper media list.
- Reading a balance sheet.
- Understanding blogs and how they impact PR.
- Knowing writing standards, including basic grammar and AP style.
- Speaking publicly and making successful presentations.
- Knowing how to research any issue quickly and effectively.
- Knowing fundamental business terms and rules.