Public relations, at its most basic level, is effective communication. It involves communication between a client, such as an individual or organization, and the general public. As the Public Relations Society of America (PRSA) puts it, "Public relations, at its best, not only tells an organization's 'story' to its publics, but also helps shape the organization and the way it performs."
So, it isn't just about portraying a client's image to the media, but it's also about learning from the public, what it needs or wants from the client, and how best to address those needs or wants. And it's about communicating with legislators on a particular issue or industry, in order to affect the law-making process.
Public relations includes activities, such as:
- Writing press releases or speeches
- Making calls to media outlets
- Arranging press conferences or promotional events
- Giving media interviews on behalf of a client
- Lobbying before legislative bodies
- Conducting focus groups or market research activities
College degrees in public relations
The PRSA says that a college degree is an essential foundation for work in public relations, especially from a program with coursework in liberal arts. This is because it provides necessary training in writing, editing, counseling, argument, research, critical thinking and, occasionally, basic foundations of business--all of which are critical skills in this field.
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