Public Relations has been glamorised on television for decades. From Samantha in Sex And The City to Gwyneth Paltrow in Sliding Doors. Neither of the characters gives an accurate representation or feel for what PR is really about. In fact in an article in PR Week, by Paul Simpson, he explored why PR was always given such a lousy portrayal in movies and TV.
Although painted as money-grabbing, cut-throat, and manipulative to the extreme the job of a good PR is more about taking bullets than dodging them.
And aside from the general sweeping statements that PR people generally suck, the career is actually exciting, very varied, has a lot of benefits, and it’s not badly paid either.
But how can you know what is out there in terms of career options if all the media share is about the ‘bad PR gurus’? Well, this article will shed a little light on a couple of career options.
Corporate and Social Responsibility
This type of PR is all about improving a company’s reputation when it comes to environmental responsibilities, charity work and community work. This area of PR will have a significant impact on how a company runs, and how the public perceives it. In recent years you ideally need a great CSR PR officer, someone who follows global trends in ethics and environment, so they position their clients, or company correctly.
Media Relations
Any inch of column space that wasn’t global news has likely been gifted to the section editor in the form of a press release. Media relations officers will also be the ones that arrange the sought after interviews, private tours, and sending out samples of new products.
As well as generating a ‘hook’ to pull readers in, they’ll be very good at putting positive and influential copy together. If they don’t work with a copywriter that is! While most of what they do will be planned reasonably far in advance, they need to be on the pulse and ready to send out press releases at the drop of a hat.
They might work for a company, or like elitelawyermanagement.com work for those outstanding in their field.
Crisis Management
Putting out media fires, before they have a chance to spread. Faulty products, allergic reactions, personal accidents, social faux pas, and anything else that can ruin a reputation if it was to go viral.
A CM officer will swoop in a provide replacement stories and features, spin the story into something more positive, and manage to change the outlook on the whole thing in minutes.
To be good here, you are relying on quick thinking, great contacts and work well under pressure.
Community Relations
These folks will seed and grow an active and engaged community of fans or supporters for brands, public figures and even political parties.
Community relations comes into play when there is a need to gain local support for a project when companies give back either locally or globally and drumming up interest in products and services.
All PR roles will require you to understand how people think, and what makes a good story. Your contacts will play a vital role in securing coverage too.
