Public relations (PR) is a growing field that plays a starring role in shaping the public image of companies, organizations, and individuals. Just what does a public relations person do? A lot.
From crafting press releases to navigating media relations and crisis PR, public relations experts are constantly working behind the scenes to help organizations create and maintain a favorable brand image. This guide covers the many hats worn by public relations specialists, and offers key insights on how to join this in demand industry for yourself.
What Is Public Relations?
Public relations is the strategic management of communication between an organization and its audience. The overarching goal of public relations is to build trust, establish credibility and create a positive image for every client.
The purpose of public relations
At its core, public relations is all about maintaining a good reputation and aligning a brand’s messaging with its values. To achieve this, PR professionals help clients connect with their audience through clear communication and targeted media placements.
On top of that, public relations specialists step in during times of crisis to smooth things over and protect a brand’s image in the public sphere. Ultimately, PR teams make sure the general public see a company or individual in the best possible light.
The role of media in public relations
Media plays a large role in shaping how people perceive (or feel about) a brand or organization. For this reason, public relations professionals regularly distribute press releases and pitch ideas to ensure accurate representation of their clients in the news cycle.
From feature stories to social media posts and extended TV segments, positive media placements go a long way in earning the public’s favor. In short, good PR means getting the right message in front of the right audience.
What Does a Public Relations Person Do On a Typical Day?
A PR professional—whether that’s a public relations specialist or public relations officer—is responsible for maintaining a polished client image at all times.
So, what does a public relations specialist do on a typical workday? Although a day in the life of a PR specialist may vary, their to-do list generally involves a mix of PR campaign strategizing, media outreach, content creation and reputation management.
Media outreach
One of the most important duties of a PR specialist is media outreach—that is, partnering with the media to promote a client on their platform and increase public exposure.
Public relations teams spend a lot of time building relationships with journalists, bloggers and news outlets to secure media coverage for their clients. They pitch catchy stories, write press releases, and coordinate interviews to keep the brand in the public eye.
By acting as the go-between for organizations and the media, PR professionals help shape the public narrative and raise awareness around the client’s recent work or goals.
Content creation
Content creation can also be another big part of working in public relations. Aside from delivering press releases, PR specialists also write: speeches, newsletters, case studies, white papers, thought leadership bylines, and other key messages that guarantee positive representation for their clients.
Overall, thoughtful content creation is exactly what’s needed to pique public interest and boost a client’s image in both the short- and long-term.
Reputation management
The last piece of the PR puzzle is reputation management, where public relations officers monitor public perception, manage external communications and address any situations that could harm a brand’s image.
For example, when a company faces a public relations crisis—like a scandal or a negative news story—PR officers work quickly to control the narrative and implement damage control strategies. More specifically, they respond to bad press by issuing public statements that keep the client in a positive light.
[ See more on how to handle a PR crisis. ]
Through deliberate action and the appropriate communication channels, PR professionals can work wonders to preserve trust and credibility with the public.
What Skills Are Needed To Be a Public Relations Person?
Being a successful public relations person requires equal parts communication, creativity and problem solving. Whether they’re building media relationships or handling the occasional crisis, PR specialists must have a diverse, adaptable skill set to thrive in their work.
Strong writing and communication
Public relations professionals need top-tier writing and communication skills to craft clear, persuasive messages that reach their intended audience. Between writing punchy press releases to insights-driven executive bylines, PR specialists have to share information in a way that grabs people’s attention and sets the tone for a positive impression.
Not just that, but effective, consistent communication is the foundation for strong relationships with clients, journalists, and other media stakeholders.
Relationship-building and networking
Another key ingredient for being a PR pro is the ability to form lasting relationships. Public relations specialists have to rely on their networking skills to connect with journalists, influencers, and fellow industry leaders. Maintaining these relationships helps PR teams lock in coveted media coverage and create valuable opportunities for their clients.
Better yet, networking also helps PR specialists stay up-to-date on emerging trends and breaking news. The closer their relationships with the media, the easier it is to amplify their client’s message, navigate potential challenges, and sway public perception.
Critical thinking and problem solving
The mark of a great public relations professional is how well they think on their feet. In other words, PR specialists have to sharpen their critical thinking and problem-solving skills to excel in this role. When unexpected issues arise, public relations specialists must immediately (1) assess the situation and (2) deliver a response to reduce negative publicity.
It all comes down to putting out fires as quickly and creatively as possible. By thinking ahead and making smart decisions under pressure, PR professionals help protect the client’s reputation so they remain in good standing with the public.
How to Become a Public Relations Specialist?
Thinking about pursuing a career in public relations? In that case, there’s a few steps you can take to break into the field. From furthering your education to gaining real-world experience, here’s how you can become a public relations specialist for yourself.
Education and training
The majority of PR professionals hold a bachelor’s degree in public relations, communications, journalism, or a similar area of study. That said, some public specialists also take courses—and earn certifications—in PR strategy, social media management and/or content marketing to expand their skill set and relevant qualifications.
For those who are interested, there’s plenty of opportunities to take part in training and workshops on the latest PR trends and best practices. Continuous learning is a surefire way to enjoy a long and successful career as a public relations specialist.
Gaining experience
Along with having a solid education, many PR experts gain hands-on experience as a communications intern prior to securing a full-time position. Internships at PR agencies or corporate communication departments provide tons of exposure as well as industry insights. Here’s a sample of what you’ll learn as a Channel V Media Intern.
[ See more: How to Thrive in Your PR Internship ]
There’s also a range of entry-level jobs available—like PR assistants or account coordinators—that teach the ins and outs of media relations, content creation and crisis management from seasoned pros with years of firsthand knowledge.
Lastly, networking with PR professionals and working on real campaigns helps develop the skills needed for career advancement. The more practical experience a public relations specialist has, the more equipped they are to take on the fast-paced nature of this career.
Organizing a PR portfolio
With such amazing experience(s) under their belt, PR specialists need a way to showcase everything they’ve accomplished. Enter the public relations portfolio.
A strong portfolio is necessary for highlighting professional achievements. Typically, a public relations portfolio includes things like: press releases, media pitches, social media PR campaigns, and any other successful projects a PR person worked on.
Employers and clients both look for concrete examples of media placements and brand storytelling to gauge expertise and skill level. A comprehensive, well-organized portfolio helps demonstrate creativity, strategic thought process, and the ability to manage public perception. The more diverse and impressive the portfolio, the better the chances of landing a great job in public relations.
Wrapping Up
Hopefully, by now you feel confident answering the question: “What does a public relations person do?” Put simply, public relations professionals play an invaluable role in shaping a brand’s public-facing image.
Public relations specialists tackle a whole slew of responsibilities from writing captivating stories to managing unfortunate crises—all of which helps their clients stay in the public’s good graces.
All in all, public relations is an exciting, ever-evolving industry that blends creativity and critical thinking with excellent relationship-building skills. If you’re someone who enjoys a challenge and has a knack for communication, working as a public relations specialist could be a very rewarding career path for you to explore.