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Read: What public relations consists of   
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public relations    

Read this article about public relations and identify the advantages and disadvantages.

Why use PR?

Your company may be about to launch a new product or merge with another company. You might want to change your brand name, or create a market demand for your product. You may need to build credibility as a small company in a large industry. Effective Public Relations campaigns can help do all of this.

What does a PR executive do?

A PR executive is the liaison between a company and the public. Their functions are extremely varied and can include:

Writing and editing press releases   
Communicating with different Media    
Speaking at presentations and press conferences   
Brochure production   
Organising special events   
Conducting research   

A PR executive’s job may differ depending on whether they work for their own company or as an outside consultant. The following are some of the points you should consider when choosing to work as an in-house public relations executive or as a consultant in an independent agency.

In-house PR

Pros:

You know the company well and so can possibly better promote its attributes than an outside agency   
You are completely focused on one client – your own company   
There is extra motivation for external communication to be successful as you are an integral part of the company and you want and need it to thrive   

Cons:

You may be too involved to take an objective look at your company in order to promote its values effectively   
The role of PR consultant may be given to someone with not enough media training. This is especially true of smaller businesses   

PR consultancies

Pros:

A PR budget is discussed prior to the publicity campaign so both parties are fully aware of what to expect   
Larger agencies should already have established contracts in the media industry to facilitate communication of the company’s message to the groups they wish to target   
Consultancies tend to employ specialised public relations executives with proven expertise in the industry   

Cons:

As a consultant you may have a large portfolio of clients and so may have a limited time to dedicate to each individual account   

What qualities do you need to be a Public Relations executive?

You need to:

have great communication skills   
be able to multitask   
keep up-to-date with current affaires   
be able to make things happen   
be able to develop ideas   
spot opportunities   
have media contacts   
be able to maximise your presence at press conferences   
be enthusiastic   
be creative   
be well-organised   

Check the opposites to these qualities.

DCSIMG

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