What a Public Relations Person Does Today

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With the advent of such sophisticated communication processes, and with the promise of yet unknown new technology, an equally skilled and sophisticated public relations practitioner has already become a necessity. A broadly-experienced public relations expert is often needed to instruct a client about possible pitfalls-problems which the firm should anticipate so that it knows how to counter punch if and when they occur. Corporations, even those having well-staffed in-house public relations divisions, constantly feel the need to go outside their firms to enlist the expertise of other public relations specialists. They utilize independent skills to deal with a wide assortment of public relations problems in conjunction with a broad range of products. They hire experts who can see the "big picture".

1. Marketing Public Relations. In public relations marketing, the goal is to reach segmented audiences and prompt purchasing decisions.

Aggressive, sales-generating campaigns stimulate brand-name awareness for many of the world's best known consumer, industrial and professional products and services-from airlines, automobiles, beer and cameras to pharmaceuticals, sunglasses, toys and x-ray equipment.



Marketing public relations campaigns are designed to complement other promotional activities. Generating test-market attention, extending the impact of advertising themes and communicating sales messages to segmented audiences are examples of marketing public relations strategies.

As a results-oriented organization, RF&R develops promotional activities to support specific marketing objectives. These include new approaches to retail store and shopping mall promotions, dramatic demonstration projects for consumer and industrial products, promotional tie-ins with celebrities and media relations programs to achieve extensive news coverage.

2. Public Affairs and Government Relations. The majority of our clients conduct their affairs in the public arena. They affirm this by their decision to retain public relations counsel for assistance in planning and implementing communications programs. Such organizations are especially sensitive to the social, economic and political forces that shape society.

The public affairs staff in the agency includes experts with experience in politics, government operations and public-issues analysis. The firm's capabilities in these critical areas are enhanced by a well-established Washington D.C. office.

We have experience in planning and conducting broadly based as well as narrowly targeted communications programs. Activities range from grass-roots efforts to campaigns aimed at generating mass support for significant national issues. Topical concerns have included energy issues, consumer affairs, government deregulation, environmental protection, occupational safety, resource recovery, public lands development and many others.

We also specialize in the creation of institutional and advocacy advertising in print and broadcast media to reach target audiences and achieve public affairs objectives. We create campaigns as well as managing all aspects of their implementation.

The Washington staff also monitors Congressional, regulatory agency and executive branch activities and prepares status reports that track specific issues.

3. Arts and Communications. Our Arts and Communications Counselors Division was established over 25 years ago to provide a bridge between business and the cultural community.

This Ruder Finn & Rotman division was founded on the principle that interaction between business and the arts would provide significant benefits for each. The high level of corporate participation in the arts today confirms the value of this partnership.

Arts and Communications Counselors works in all facets of communications for the arts. It advises corporations on cultural support programs and develops and implements corporate public relations programming keyed to cultural activities.

The organization assists in the management of corporate-sponsored museum exhibitions, performing arts presentations and symphony tours. It provides public relations representation, media relations and marketing support activities for cultural organizations and events, and it helps select, install and document corporate art collections.

4. Broadcast Communications. The Broadcast Communications Division staff includes professionals with experience as TV and radio news reporters, writers, filmmakers, directors and broadcast producers.

The production of television and radio features is the division's primary responsibility. Millions of TV viewers across the country regularly see RF&R video news features that are syndicated to the agency's own network of more than 200 TV stations and cable television systems. The unit also creates documentary films as well as full-length features for corporate and marketing communications uses, including employee relations, sales training and industrial demonstrations. In-house facilities include a video production, editing and duplication studio.

The Broadcast Communications staff also develops and conducts personalized media training workshops for client executives and other spokespersons. The workshops help participants understand electronic media and prepare for news interviews, especially on television, through videotaped role playing and simulated interviews.

Other Broadcast Communications assignments include developing concepts for TV and radio programming; scheduling interviews for client spokespersons on national and local broadcast news, talk-show and public affairs programs; and arranging video teleconferences between various locations through satellite television facilities.

5. Visual Communications. Color, type, shape, size, illustration, dimension, photography-all of these design considerations require clear thought and analysis before they are joined together to create a distinct form of communication. Once knowledge is gained, only then can ideas be translated into visual imagery that communicates in a stimulating and informative way to achieve a desired purpose.

Our full-service graphic arts center creates corporate identity and visual identification systems; collateral materials, including annual reports, brochures, posters and booklets; logotypes and other symbols for special events; promotional materials, such as point-of-purchase displays and three-dimensional exhibits; and broadcast animation for television programming.

Corporate, institutional and public-affairs advertising is another specialty. In addition to the conceptual development of a campaign's graphic theme and the production of advertisements, the company also handles campaign execution.

The daily interaction between the design staff and account managers sharpens sensitivities among both groups and increases understanding about the relationship of design to other communications techniques.
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