PR the way to go

By Ishani Ranasinghe

As time goes by, a large number of different careers keep emerging, each one as good as the other. However, in terms of familiarity, some careers are more familiar than those career options which remain unknown to some. One such career is being a Public Relations specialist, which "Choices" will focus on this issue.

PR people ask questions about the product and how it compares with the competition

What exactly is it?
To put it simply, a Public Relations specialist helps build a positive image for organisations.

Public relations (PR) specialists, design ways to educate the public about a client's products, accomplishments, or goals. To do this, they study what an organization is all about. They ask questions about the product and how it compares with the competition. PR specialists may also research public opinion. They learn who the customers are, and what image they have of the company and its products.

Once they gather this information, PR specialists put together a plan for the best way to promote their client. They often do this by building relationships with the community. PR specialists put together events where the public can meet the company or individual.

They may organise fund-raising events, special engagements, or trade shows. They usually attend the events to make sure everything goes as planned. Prior to an event, PR specialists may advise staff about how to answer public questions on tough issues. They may also represent the company at government, social, or business gatherings.

They may write speeches for their employers to make at events, or they may even make the presentation themselves.

Public relation workers in the government are called press secretaries, information officers, public affairs specialists, or communications specialists. These PR workers keep the public informed about activities of government agencies and officials. For example, the President's Press Secretary meets with the press almost everyday and gives a summary of the President's activities.

PR specialists may also work to promote a company's product. They may work with an advertising firm to arrange a promotional campaign on radio, television, or through the press. PR specialists work closely with advertising firms to ensure the advertisement meets the company's goals. In some cases, PR specialists decide how much advertising space to buy, and how long the ad will run to make the biggest impact on the public.

In small businesses, PR workers may deal with all aspects of the job. They contact people, plan and do research, and prepare materials to be sent out. They may also handle advertising and marketing. In large businesses, PR workers often specialise in one of these areas.

Skills and abilities
People in this career need to have a few things in them that would be a plus point.

For one thing they should be able to communicate, as in express their ideas clearly when speaking or writing. You should be able to listen to others, understand, and ask questions.

It is important that you are able to read and understand written material.

You also need to be able to reason and problem solve. Be able to analyse ideas and use logic to determine their strengths and weaknesses. Notice when something is wrong or likely to go wrong, and judge the cost and benefit of a possible action.

You should be able to think of new ideas and creative ways to solve problems, while combining several pieces of information and drawing conclusions. Understand new information or material by studying it thoroughly.

Being able to work with people is an important aspect. This means you should be able to persuade others to approach things differently. Be aware of the reactions of others and change behaviour in relation to them.

You have to be able to reason and problem solve

Knowledge you need
While there is no particular degree that you would need for this, it is important to remember that if you are to enter this field having a bit of knowledge in the following areas would be very useful.

English Language: Knowledge of the meaning, spelling, and use of the English language.

Communications and Media: Knowledge of producing, sharing, and delivering information or entertainment. This may be through written, spoken, or visual media.

Sales and Marketing: Knowledge of advertising and selling products and services.

Customer and Personal Service: Knowledge of providing special services to customers based on their needs.

Administration and Management: Knowledge of managing the operations of a business, company, or group.

Psychology: Knowledge of people, their actions, and mental processes.

This may include knowledge of how to treat emotional and behavioural problems.

Computers and Electronics: Knowledge of computer hardware and software.

Interests
People in this career are people who tend to:

* Consider achievement important.

* Like to see the results of their work and to use their strongest abilities. They like to get a feeling of accomplishment from their work.

* Consider independence important. People who like to make decisions and try out ideas on their own.

* Those that prefer jobs where they could plan work with little supervision.

* Those that consider good working conditions important. Who prefer jobs offering steady employment and good pay.

* Those who want employment that fits their individual work style. You may prefer doing a variety of tasks, working alone, or being busy all the time.

Then let's not forget what else people say about PR specialists

They consider recognition important. They like to work in jobs which have opportunities for them to advance, be recognized for their work, and direct and instruct others. They usually prefer jobs in which they are looked up to by others.

Consider support from their employer important. They like to be treated fairly and have supervisors who will back them up. They prefer jobs where they are trained well.

Have enterprising interests.

They like work activities that involve starting up and carrying out projects, especially in business. They like to lead and persuade others, make decisions, and take risks for profit.

Have artistic interests. They like work activities that deal with artistic forms, designs, and patterns. They prefer work which allows for self expression.

Have social interests. They like work activities that assist others and promote learning and personal development.

They like to communicate with others: to teach, give advice, help, or otherwise be of service to others.

Let's talk about the working conditions of a PR specialist.
In what could be called a typical work setting, people in this career have a high level of social contact. They spend much of their day talking to clients and co-workers, communicating with them daily by telephone, e-mail, or in person.

They also have to work in a group or as part of a team. They are also responsible for the work done by the workers they supervise. And you must remember that sometimes they deal with unpleasant, angry, or discourteous clients.

Physical Work Conditions
PR people work indoors most of the time, but occasionally attend outdoor events. They work somewhat close to other people. They may share office space with co-workers.

Work Performance
Must be exact in their work. Errors could cause clients to stop using their services. Make decisions on a daily basis that strongly impact clients.

They rarely consult supervisors before making decisions. Must meet strict deadlines on a daily basis. Work in a moderately competitive environment.

Job for you?
If you think this is the job for you there are a few things that you need to do. First you need to get yourself a bachelor’s degree.

A bachelor's degree in public relations, journalism, or communications is good preparation for this occupation.

You also need to be a skilled writer and hone your skills into having a good judgement.

Work experience like writing for a publication, working for radio, television, or the Internet could be a good starting point.

If you are a bit nervous about things don't worry much, many large firms provide training to new employees.

At smaller firms you work as an assistant to experienced workers. You do research, clip articles, and gather information for speeches and press releases.