Be they small proprietary firms, multinational corporations, non-government organizations, or federal or state government departments, all organizations depend on the two vital pillars of advertising and public relations. Therefore, there is a constant need for both departments to meet and deliver on expectations.
However, organizational leaders generally expect more return on investment from PR campaigns, while advertising departments are treated with more leniency and flexibility. Oftentimes, PR professionals must account for every hour worked and every dollar spent.
Both public relations and advertising act as liaisons between the media and companies. The following table lists some of the subtle differences between the two approaches:
While ads can lend a glossy hue to PR efforts, PR professionals’ jobs are more demanding and require more multitasking. PR professionals must master the art of public speaking; understand how to give good interviews; and attend conferences, exhibitions, trade shows, and press launches, among other media events.
Companies’ future prospects depend greatly on their PR strategies, which serve to improve public image. A successful PR professional possesses the 10 key qualities and abilities listed below:
- keen observation skills
- good listening and communication skills
- the ability to learn while on the job
- the ability to carry out several tasks at once with equal attention to detail
- adaptability to new people and situations
- willingness to accept challenges with an optimistic outlook
- excellent crisis management skills
- the ability to form strong media relationships and make valuable contacts
- the ability to keep track of major news events and utilize them for PR purposes
- the ability to exercise controlled creativity