What do Public Relations Professionals do?

The following is a letter I wrote to my cousin Jake giving him some information on the profession of Public Relations.


Jake,

Hope all is well. I wanted to share some useful information about public relations. You mentioned that you didn't know much about the profession. This letter should give you a general background. There are three areas that public relations professionals focus on: improving communication between the organization they represent and the public, producing quality written materials for their organizations, and building relationships.

Public relations professionals are paid to represent an organization. Any organization can be represented including businesses, government agencies, and non-profit organizations. The goal of all work done by a public relations professional is to improve the image of the organization they represent in the eyes of all relevant publics (groups of people that an organization has some kind of contact with). By being honest in their communication, and by openly sharing company information the public relations professional helps build an organization's image. Image is also built by showing an interest in different public and community goals then working actively to help these groups achieve them. In summary, a public relations professional works as a bridge between an organization and its publics. The bridge allows a free flow of information back and forth. Without this bridge messages could be misrepresented and could lead to damaged relationships.

Writing is a second area of focus in public relations. By writing messages that are clear, concise, and accurate PR professionals can improve an organization's image. These written messages focus on bringing attention to organization successes, or minimize organization failures. Though the public relations messages tend to favor the organization being represented they should never lie or mislead in any way. Good public relations writing does not deny an organization's shortcomings and failures, but focuses on how the organization handles its shortcomings openly and responsibly. Public Relations writing often targets media members. Because of this messages should be concise and accurate. When messages are to the point and focus on the most important information they are more likely to be well received and used as intended. Some of the frequent tools that public relations professionals use to send messages are: press releases, newsletters, annual reports, and use of websites and social networks.

The last and perhaps the most important area in which public relations professionals focus their efforts is in building relationships. Relationships drive effort and change. Without effectively building relationships many efforts to further an organization's image may be ignored. People will work with and support those they can trust. This trust is built through honesty, respect and consistency. A public relations professional needs to be respectful of members of the media and to the organization's publics. Consistently delivering accurate information in a timely manner will positively build relationships.Once relationships are established a public relations professional should maintain those relationships and keep regular contact. By acting with integrity and never asking those they work with to compromise their standards a public relations professional can build many relationships that will benefit the organization, and also themselves.

This should give you what you need.

Sincerely,

Cam