Public relations professionals

Definition

Public relations professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of businesses and other organizations, their goods and services, and their role in the community. Tasks include - (a) planning and organizing publicity campaigns and communication strategies; (b) advising executives on the public relations implications of their policies, programmes and practices, and preparing and controlling the issue of news and press releases; (c) undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns; (d) organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity; (e) representing organizations and arranging interviews with publicity media; (f) attending business, social and other functions to promote the organization; (g) commissioning and obtaining photographs and other illustrative material; (h) selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity. Examples of the occupations classified here: - Publicity agent - Public relations copy writer - Public relations officer - Press liaison officer