Career In Public Relations Part-i

Public Relation is a management function that involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organisation and its public. Public could include shareholders, government, consumers, employees and the media. It is the act of getting along with people we constantly come in touch with. PROs ensures internal cohesion in the company by maintaining a clear communications network between the management and employees. Its first objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding.
Public relations as a separate career option has came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities. Public image is important to all organizations and prominent personalities. The role of public relation specialist becomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organization.
In terms of career opportunities, Public relations is broadly practiced for product publicity, corporate publicity, to have better relations with the government, to publish corporate publications like newsletter, bulletins, magazines for employees etc.
The Prospects
Public Relations is a deliberate, planned and sustained effort to develop, establish and maintain two-way communication between an organization and the public. It could be also described as a management communication resource, which uses communication techniques and tools to create the right environment for a product, business or service.
Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. Nowadays they can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can do the work for them so as to have an image in front of general public.
Public image is important to all organizations and prominent personalities. PR workers put together information that keeps the public aware of the organizations accomplishments and keeps management aware of public attitudes.
The job of a PR person is to work primarily towards establishing and improving mutual relationship, understanding and goodwill between his company or organization and the clients and the customers, various other groups and the public at large. It is a planned and sustained programme conducted by an organizations management. It monitors awareness, opinions, attitudes and behavior inside and outside the organization. It establishes and maintains two-way communication between the organization and its publics.
The PR function is carried out by:
Independent PR agencies.
Corporate communication/PR division of business firms, corporate sector, governmental and non governmental organizations
There are many PR colleges which provide admission in this course through entrance exam



The Job
In-House PR Personnel
Problem analysis for clients or management, setting goals and planning PR activities
Compiling reports, issuing press statements, preparing speeches/articles, publishing newsletters/ brochures/ annual reports/ leaflets and getting audio tape/ film and video production
Controlling and liasoning with media, being updated on all the quickest forms of global communication in use
Organizing and attending interviews, meetings, presentations and conferences, events, press launches, news conferences, exhibitions, trade fairs, etc
Coordinating market research through surveys, interviews and opinion polls.

The rest details about PR agencies, PR courses details and institutes will be covered in Part-II of this article.