Public relations departments
communicate the company message.
A corporate public relation department within a company establishes and maintains good working relationships with the press, the community, customers, public interest groups, financial partners and employees. The PR department's responsibility is to effectively communicate the company's goals and messages through multiple marketing and PR programs and campaigns.
The Importance of Public Relations
The public relation department's activities are all created and designed to control or influence people's perception of its company. This is a vitally important task because a positive perception of a company directly correlates to the company achieving its objectives and ultimately its success. Likewise, perception of how a company handles a crisis is equally important. Handled well, a company can smoothly ride out a crisis but a crisis that is not handled at all or handled poorly can ultimately be a company's downfall.
Department Techniques
Technology provides many different communication techniques and tools for disseminating corporate information. Public relations departments use a variety of communication methods including fax, email, satellite feeds, web events, phone calls, executive speaking engagements, focus groups and opinion surveys.
PR Specialists
Public relations departments are staffed with PR specialists who might be managed by a marketing manager or vice president. PR specialists might have backgrounds in marketing, journalism or business. They are typically highly trained expert communicators.
PR Activities
The public relations department is responsible for many activities that go beyond simply drafting press releases. These activities include pitching company products or expertise to print, radio, television and magazine editors. The department is also responsible for PR events, which include community events, open houses, public speaking engagements and conventions.
Staff Work Environment and Qualifications
Most PR department staff work a standard 40-hour week but overtime and special event work is also common. They are often called upon to respond to crises and emergencies at any time. The staff must include individuals who display self-confidence and enthusiasm and have an understanding of human nature. Additionally, they must be able to solve problems, display good judgment and communicate clearly and simply the messages the company needs to convey.
PR Staff Certification
Members of the Public Relations Society of America with at least five full years of PR work experience and a bachelor's degree in a communication field can take a Public Relations Accreditation examination. Passing the exam earns the participant the Accredited in Public Relations designation. The International Association of Business Communicators offers another program for PR professionals. Participating in this program earns the professionals the Accredited Business Communicator designation.
