Being a good writer is not the same as being a great public relations writer. Public Relations writers must deliver their message through writing that sets them apart from the competition. Always practice creativity. Their writing style must connect with journalist, bloggers and consumers across all channels including social media. There are multiple types of public relations writing. Press releases which are announcements of newsworthy events sent to the media, Pitch letters which are sent to media outlets providing story ideas and newsletters which are sent to key publics, consumers and investors that basically keep a positive relationship with those outside of the organization and keeps the brand at the forefront of minds.
The good thing is if writing is not your strong suit. The great thing is that there are many help guides available to aid in strengthening writing skills. Writing well is fundamental to public relations, and should be one of the top tools in any PR professional’s toolbox. It’s no surprise then that the first PR exercise would begin with writing.
Our Nation has become a melting pot of cultural differences. Minorities now comprise a majority of the United States. It is obvious that diverse audiences must be included in the thought process on how information is put out to the public. Public Relations must be appeasing and received by all cultures. Information can no longer be one sided. To effectively reach multicultural communities an organization’s PR team must understand multiculturalism, meaning not just a few minorities but consider there are many others. It is no longer a “Black and White thing!”
The PR campaign must be strong, in order to be strong it must identify it’s audience, prepare the enterprise, recognize generational differences and be cognizant of language barriers. Public relations professionals are called upon to deliver more effective messages; promote deeper understanding between an organization and its publics. Diversity is the new normal and how Public Relations teams deal with that will be very impactful on how organizations are viewed by the public.
Believe it or not Magazines are still very relevant in getting information out to the Public. One of the most popular PR mediums is print. It makes total sense to secure a place in a popular magazine and newspaper because it’s guaranteed exposure. Think about the placement of such forms of media. Very often, you can find a stack of newspapers and magazines at the checkout counters of your local grocery stores and major merchants such as Walmart and Meijer. Picking up a magazine or newspaper and simply skimming through the book has become a well know “passtime” even if consumers don’t buy the media your product or service will still get the attention you anticipate.
On the other hand, newspaper may lose its place in PR a lot faster than other print media sources. It won’t be a part of the Norm forever. As long as newspapers are around, press releases will be sent to them. It’s just the way the industry works but as technology advances and everything can be found within three clicks on a mobile device, newspaper may lose its place in the race. All it will mean for PR in newspaper in the future is it needs to adapt to the times
Here is what we know, Public relations manages the flow of information between an organization and its publics. But it is much more than a one line defined term. It’s a communications discipline that engages and informs key audiences. For the aforementioned reasons Ethics should be the great differentiator between public relations and other professions. The Public Relations Society of America code of ethics are 6 specific core values; Advocacy, honesty, expertise, independence, loyalty and fairness. The commonalities in those values are that Public Relations should always serve immeasurable public good.
In order to shift public relations from perception to actual value it has to show a direct correlation to organization objectives, basically be aligned with the core values of the organization it represents. Emulate the highest standards of personal and professional ethics, and must always counsel their organizations and clients in an ethical direction. There is also the responsibility of bridging the gap between what is ethically just and lawfully so. Ethics tell us what we should do, while the law tells what we must do. For example, Public relations requires a lot of creative work and by copyright laws an Organization must ensure the work they produce is purely their own or give credit to the reference from which the information was retrieved. The most basic code in any public relations program is the duty to tell the truth. Abiding by professional codes of conduct helps improve the public’s trust in the PR profession and consequently helps your business’s public relations efforts. Read More
Public Relations management is like a whirlwind of responsibilities. Public Relations is not limited to handling the public image of a organization or business. It ties into managing the daily appearance of the company or organization you are representing. Public Relation has direct ties to first and foremost the audience, all of those who will be watching the organization from the outside perception. Advertising is also a part of public relations, because advertising displays an image http://advertising.about.com/od/publicrelationsresources/a/managingpr.htm Effective communication with the public audience is also important. One must know all of the right things to say to create the most positive image for a business or organization .
Public relations management is not a easy task. Taking on such a role requires a professional that is fully equipt to wear many hats. https://www.mediamiser.com/resources/pr-glossary/public-relations-management-roles/It is one of the most important responsibilities and roles within any organization or company. It is all about building a brand! An effective Public relations team is a top priority. It must remain a top priority for longevity and success of any organization.
As the world turns, so does public relations. Public relations was once leading in the industry for getting news out to the public through media sources such as the newspaper. As modern society progresses so did the way public relations industry is led. Public Relations was forced to make rapid changes in order to stay relevant and keep up with the rest of the world’s advancement.
Technological advancement has set out a new platform for media outlets such as Facebook, Twitter and Instagram that came early in the 21st century. Are all easily accessible through the internet has changed the face of the public relations industry. Professionals in this field are now required to take part in these powerful societal forces to promote whatever organization they represent. Innovation and creativity in how they promote organization must always remain a top priority.
Sietel, F. P. (2013) The Practice of Public Relations