The Job Market for PR Professionals

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Public relations is a very vital sector within organizations and companies, and indeed in society in general. PR refers to the control and management of information and its various channels between an organization and the public. An organization's image is very important and plays a key role in determining the success of that organization. Those in PR jobs therefore play a significant role in ensuring that the public sees the right image of their particular company. The main objective of those in PR jobs is to ensure that the public has a positive opinion of their organization, and to attempt to suppress or eliminate any negativity that may be associated with the company.

The activities and tasks associated with PR jobs include holding conferences for the public and the press, relaying relevant information to the organization's employees, and making relevant information available to the public. All of these activities are aimed at promoting the image of the organization. It is through PR that an organization establishes a relationship between itself and the public. PR jobs also involve undertaking research on new ways to help improve the image of the organization in the eyes of the public, thus enhancing the relationship between the public and the organization through innovative techniques.

Public relations and PR jobs are said to have been the idea of one Edward Bernays. Bernays, in his description of what constitutes public relations, stated that it is a strategy and an organized means of gaining public acceptance and understanding, thereby improving the image and thus the growth of an organization. It is through PR that an organization is able to clearly understand the needs and expectations of the public in relation to the organization, and put measures in place to ensure that these needs are met. In addition, PR jobs promote and enhance the efforts put on by an organization in the achievement of its core objectives.



From the discussion above it is clear that PR jobs are about the management of relationships, specifically the relationship between an organization and the public. The PR industry in the world today has categorized PR jobs into two broad categories: agencies and in-house PR. Both categories perform similar tasks. The only difference is that people who take up in-house PR jobs are actually employees of the company. On the other hand, agencies that carry out PR jobs are actually separate organizations, both big and small, that specialize in this kind of work. A company may therefore engage the services of another company to deal with its PR needs, or have a department within itself that deals specifically with public relations.

It is important that the PR department of any organization be well organized in carrying out the various PR duties. As discussed earlier, PR can be considered the backbone of an organization; without some sort of PR strategy it may be difficult or even impossible for an organization to achieve its core objectives. There are various ways in which PR jobs are conducted. First, it is important to remember that every activity that takes place in the PR sector is directed towards the public. While engaging in PR jobs it is vital to correctly identify the audience at which a particular message is directed. Having correctly identified the audience, one must then ensure that the message being passed to that audience is appealing enough to generate confidence in the organization.

In order to successfully qualify for a PR job one must have stellar communication skills. The art of public speaking is particularly instrumental, and it is crucial that any person desirous of landing a PR job have strong language skills. Another very important attribute is the ability to exercise patience. Ill-tempered people do not fit in this sector because patience must be exercised at all levels. One must not only be a good listener but also possess the ability to comprehend and interpret correctly. These skills play a major role in knowing and understanding the needs and expectations of the public in relation to the organization.

The PR field is quite a busy one, characterized by a lot of deadlines and tight schedules. Although there are no set standards or criteria for choosing people to join the PR field, there are some educational requirements that one must meet to be able to secure a PR job. It is essential that one has a college background in a communication related discipline, or even some training in PR. Most institutions of higher learning do offer PR as a course. Experience in the field is yet another advantage for one attempting to secure a job in PR. As mentioned earlier, well-developed communication skills go a long way towards enabling one get a job in the PR field.

PR jobs are available in every sector, as every organization must have such a department. People employed in the PR sector are well remunerated, although the specifics vary depending on the title that one holds and the tasks that one undertakes within his or her organization. The PR field continues to expand, as organizations experience a constant need to improve their public image in order to remain competitive.
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