Public Relation is a management function that involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organization and its public. Public could include shareholders, government, consumers, employees and the media. It is the act of getting along with people we constantly come in touch with. PROs ensures internal cohesion in the company by maintaining a clear communications network between the management and employees. Its first objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding.
Public relations as a separate career option has came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities. Public image is important to all organizations and prominent personalities. The role of public relation specialist becomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organization.
terms of career opportunities, Public relations is broadly practiced for
product publicity, corporate publicity, to have better relations with
the government, to publish corporate publications like newsletter, bulletins,
magazines for employees etc.
Eligibility & Course Area
Bachelors degree in any discipline preferably with social sciences, liberal
arts and humanities is required to take up a course in this field. There
is diploma as well as post graduate diploma courses in Public relations.
Duration of most the courses is of one year. Apart from this there are
also short term certificate courses. Most training programmes in Advertising
also include public relations. Some institutes have entrance exams while
others prefer admission on merit basis.
Attributes: One must have excellent communication skills, both spoken
and written so has to express thoughts clearly and simply. An effective
personality and the ability to get along with a wide range of people both
inside and outside an organization are necessary. Must, be polite always
as he has to work under pressure or provocation. An organizing ability
is required too, as one may have to organized press conferences, lectures,
exhibitions and events. Must, have self-confidence and far sightedness.
He must be able to understand human psychology and take decisions apt
to the situation. Analytical skills are required to interpret research
information and plan activity.
relations officers have to work within and outside the organization. Within
the concern they have to conduct management-employee meets, to inform
organizations policies, activities and accomplishments. Outside he has
to liaison with government departments, trade unions, press etc whose
cooperation is required for the smooth functioning, and also have to manage
complaints from the consumers, organized events like fairs, exhibitions
In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.
Another important area of work in this field is to create public identity or an image for public figures like political parties, models and film stars. It include advising them on every aspect of personality, including dress code, behavior, statement given in press, public appearances etc.
a new field in this career, involves bringing about the passage of laws
favorable to the special interest group they represent like a company,
industries, government etc. It is a strategy used to raise public consciousness
and influence policy makers in areas like environment, human rights, education
etc. This is an interesting area of work in public relation.