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Public Relations. Danielle McKelley. What is it?. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. “Process” relates to manageable function. It can evoke ideas of control and one-way communications.
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Public Relations Danielle McKelley
What is it? • Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. • “Process” relates to manageable function. It can evoke ideas of control and one-way communications. • “Relationships”- relates to the PR’s role in helping to bring together organizations and individuals. • “Publics”- refers to the stakeholders, they have connotations of publicly-traded companies.
What does all that mean? • Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization. • Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities. • Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. • Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities.
Standard Entry Requirements • Excellent communication, writing skills. • Drive, competence, flexibility, and willingness to learn. • Organizational and time management skills, multitasking. • Cope with pressure • Creativity, imagination, and initiative. • Good teamwork, problem-solving skills. • Business awareness and good knowledge of current affairs. • Degree in communication or media studies • English and literary studies. • Business/Management • Marketing • Politics
Benefits • Job specifications for this role can vary widely and so can the salaries available. • Additional benefits may include car allowances, private healthcare insurance, company pension schemes and share options. • Some companies may offer bonuses linked to performance.
Ball State University • Located in Indiana • In Ball State’s MA in public relations program, you will learn theory, planning, writing, and management skills, providing a well-rounded graduate education which will prepare you for a range of positions from entry level to management. • According to the Commission on Public Relations Education, a master’s degree in public relations is the equivalent of three years professional experience.
USC Annenberg • Southern California • Public Relations is among the fastest growing professions in America, and probably the world. • The M.A. in Strategic Public Relations equips graduates with the conceptual and practical tools needed to be a leader in this dynamic field. • Generally takes two years, 40 units need to be met for graduation.
Sources • http://www.prospects.ac.uk/public_relations_officer_entry_requirements.htm • http://www.prsa.org/AboutPRSA/PublicRelationsDefined#.UkBVxmTXiPV • http://cms.bsu.edu/academics/collegesanddepartments/journalism/academicsandadmissions/programsofstudy/mastersdegrees/mapublicrelations • http://annenberg.usc.edu/Prospective/Masters/SPR.aspx
