Chapter 6: The Upcoming PR practitioner faces realities and challenges.
This chapter gave me a clearer idea of what a PR professional’s job is. I find out that public relations are one of the critical strategic tools used by an organization to help it achieve its objectives.
I learnt that the PR practitioner, who is part of the problem-solving and change process, draws on communication skills across a broad spectrum to help organizations solve problems, assist change, build relationships with key publics and audiences, communicate ideas, create dialogue, improve how the organization is perceived, manage issues, and improve understanding and awareness.
“Because public relations is a diverse profession in which practitioners deal with a range of issues for a range of organizations, it is sometimes difficult to see and appreciate the common elements. Yet the commonality exists.” (Gae Synnott, 2009)
And I thought that people working in the PR department only had to look good, speak well and meet up with the media if there was a problem in the hotel, like the recent suicide case of a guest in the hotel. Or send media releases to the hotel if there were any new promotions in the hotel, or just make brochures to be given out to guests. There really is a whole lot more to PR than what meets the eye.
I also found out that PR professionals take up a whole lot more if they were working for the non-profit sector as compared to the corporate sector, but it is ultimately a good training ground for PR professionals because it offers good opportunities to be creative and try new approaches of doing things. But I wonder, how much are they paid then?
Last but not least, the everyday challenges and pressures a PR professional faces.
It is the PR practitioner’s job to maintain good relationships, have good time management, have effective budgeting, keep good records, be proactive rather than reactive, keep clients and managers happy, build and maintain good networks, and keep up with changes.
Once again, I wonder how much they are paid.
“The contemporary public relations practitioner is a multiskilled person with value-based approach to the job.” (Gae Synnott, 2009)
It is the PR practitioner’s job to maintain good relationships, have good time management, have effective budgeting, keep good records, be proactive rather than reactive, keep clients and managers happy, build and maintain good networks, and keep up with changes.
ReplyDeleteThat does sound like a lot of pressure. The job of PRs almost seem like an all-rounder but I feel that it's the challenge(s) that keeps them (or ultimately, us) going. It is the thrill of knowing that we'll finally succeed and reach our goal. The time and efforts spent are worth it (albeit I'm just saying this because I've yet to step up to a PR assignment as yet.) Let's work towards achieving this!