Public Relation (PR) Professional Skill & procedures

Introduction of PR:

Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. (Wikipedia.com) The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them maintain a certain view about the organization, its leadership, products, or of political decisions.

Public relations professionals typically work for PR firms, businesses and companies, government, government agencies, and public officials as public information officers, and nongovernmental organizations and nonprofit organizations.

Public Relations Society of America defines to as 'PR is helps an organization and its publics adapt mutually to each other'. Like this, Public relations specialists establish and maintain relationships with an organization's target audience, the media, and other opinion leaders. Common activities include designing communications campaigns, writing news releases and other content for news and feature articles, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as organization's spokesperson by speaking in public and public officials, preparing clients for press conferences, media interviews, and speeches, writing website and social media content, and facilitating internal/employee communication.

Success in the field of public relations requires a deep understanding of the interests and concerns of each the client's many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.

Professional Skills in PR:

Public Relations involve gaining mindshare, influencing the influencers and building positive networks. PR main objectivity means dropdown the negative part of Business company, Organization, government, government agencies etc. It is play the vital role to come nearness to public in company or product. PR is doing one kind of research with planning. So, in the PR professanality skill is very important.

PR professionals are responsible for building and managing a client’s reputation to encourage positive endorsement from their stakeholders.

PR professionals are often called “spin doctors,” and there’s certainly an element of magic to what we do. Public Relations focus to influence positive ways and building positive networks. Businesses and governments around the world rely heavily on public relations and positive publicity.

Richard Edelman, the boss of Edelman, the world’s biggest independent PR firm, claims that instead of being an afterthought or a secondary tactic, PR has become “the organizing principle” behind many business decisions. This has been reflected not only in increased spending on PR, but also in a change in the way PR is perceived. (galfnews.com)

A good PR professional should have a strong and confident personality, a focused mindset and a good network of contacts amongst the media and other stakeholders. Good Interpersonal skills and a high emotional IQ are both key as you will be called upon to first understand, and then balance, the needs of your client and those of the media and other audiences. You need to feel comfortable working behind the scenes to get the job done on behalf of the client but also confident enough to step into the limelight when needed and often with very little notice.

A PR person is an important brand ambassador and you should possess the ability to become an expert in your clients’ respective field. If you are working with a financial company, for example, it is important that you have a good understanding of how that industry works and the issues and developments shaping its future.

Science and technology also change the lifestyle of public. PR professionals today need the skills to keep track of a million details at once and the creativity to build ideas that will spread.

Public Relation Process:

Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions.  It serves to bring private and public polices into harmony.

Another side, Public relations is the practice of managing the spread of information between an individual or an organization and the public. PR main objectivity means hide the negative part and promote also good thing of company or organization, as well as to keep the good relation with concerning all them.

To do the Public relation we must know about what about we are doing PR. For PR till now can't find the any systematic rules of process. But, many organizations or company are doing PR in different ways. For to do PR there need to skill, knowledge, research, methodology, planning etc.

Public Relations Society of America (PRSA) encompasses to anticipating, analyzing, and public opinion, attitudes and issues which might impact, for good or ill, the operations and plans of the organization. (More, Kalupa).

In second stages, we should do counseling. These may related to policy decision, course of action, communication etc. Thus, researching, conducting, and evaluating parts also we should bring ahead. These may include marketing, financial, fund raising, employee, community, or government relations, and other programs.

PRSA also focus on as PR process for planning and implementing the organization's efforts to influence or change public policy.

We also should take as PR Process for Setting objectives, planning, budgeting, recruiting and training staff, developing facilities in short managing the resources needed to perform all of the above.

In the PR knowledge may be required in the professional practice of public relations include communication arts, Psychology, social psychology, sociology, political science, economics, and the principles of management and ethics.

Technical knowledge and skills are required for opinion research, pubic issues analysis, media relations, direct mail, institutional advertising, publications, film/video productions, special events, speeches and presentations. In helping to define and implement policy, the public relations practitioner utilizes a variety of professional communication skills and plays an integrative role both within and between the organization and the external environment.

 
Conclusion:

PR is helps an organization and its publics adapt mutually to each other. Success in the field of public relations requires a deep understanding of the interests and concerns of each the client's many publics. PR professionals are responsible for building and managing a client’s reputation to encourage positive endorsement from their stakeholders. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them maintain a certain view about the organization, its leadership, products, or of political decisions.

A good PR professional should have a strong and confident personality, a focused mindset and a good network of contacts amongst the media and other stakeholders. To do the Public relation we must know about what about we are doing PR. Many organizations or company are doing PR in different ways. For to do PR there need to skill, knowledge, research, methodology, planning etc.

The PR required in the professional practice, art of communication, deep information and knowledge and skill of technique and technology.

References:

Book:

Moore, H. Frazier, Kalupa, B. Frank (2007). Public relations principles, cases, and proble .9th edition, Surjeet publication, Kamla Nagar, Delhi.

Rai, Laldeosa. (2010). An introduction to public Relations. Bhrikuti Acedemic Publications, Kathmandu, Nepal.

Online:

http://en.wiki4pedia.org/wiki/Public_relations

http://gulfnews.com/life-style/education/the-skill-set-of-a-good-pr-professional-1.1208465