public relations…social media…commmunications…marketing. Repeat.

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“If I were down to my last dollar, I’d spend it on public relations.”-Bill Gates

his was the quote that resounded around the world…the world of public relations professionals, that is. If Microsoft mogul Bill Gates sees the value in our profession, shouldn’t all businesses who seek to emulate his success see the same?

Well, I wish I could tell you they did. Sadly, public relations is one of the most misunderstood assets to the work world. PR…it’s like marketing, right? No. Oh, well it’s just like advertising, isn’t it? No. You have to pitch, right? So, it must be like sales? Again, No.

There isn’t one cut and dry definition of public relations, the Public Relations Society of America (PRSA) sums it up pretty well with the following definition.

“Public relations helps an organization and its publics adapt mutually to each other.”

Although public relations has similarities to advertising, it is important to remember public relations does not generate media placement or control messages through paid placement. Results are delivered by developing mutually beneficial relations with an audience and engaging in an ongoing conversation that positions a company as a trusted resource. Here are some other things PR does:

• Builds credibility
• Engages and informs a brand’s audience
• Manages brand reputation
• Increases brand visibility
• Generates brand awareness

You can usually find public relations professional in an agency or in-house environment. Most PR pros will advise any new pro to get their start in an agency. The agency atmosphere is very fast-paced. If you can handle strict deadlines and don’t mind juggling a few clients, then that might be the route for you. Interested in working for one specific company? Perhaps you should stick to in-house. I did.

Now that you have a basic understanding of the profession, how do you get involved? Students should contact their journalism school/department to see what resources are available. The Public Relations Student Society of America (PRSSA) is a great place to start! The purpose of PRSSA is “…to cultivate a favorable and mutually advantageous relationship between students and professional public relations practitioners.” The organization gives students the opportunity to enhance their knowledge on public relations and serve the profession by developing qualified and well-developed public relations professionals.

Out of school or changing your career patch to public relations? It’s never too late to join your local chapter of PRSA. PRSA gives professionals the opportunity to network, stay on top of industry trends and accelerate their career.

So, if you are a new professional—welcome. This was your 101 course, so I hope you took good notes! If not, never fear! I’ve included links to a variety of sources that should help you on your journey. Enjoy!

Public Relations Links