Who Do Public Relations Professionals Serve?
Those in this field work with individuals, the government and major companies. They will keep the public informed about what their client is doing at all times. When issues arise, the professional will take to the media to explain the situation as much as he or she allowed to. In a nutshell, PR agents do damage control and help you portray who you truly are to the media and public at large.
What to Look for in a Public Relations Professional?
First and foremost, you need someone who is a flawless communicator. Words can easily be misconstrued, so you need someone with utmost professionalism and eloquence. They must be able to convey a message accurately via print, phone and in person.
You also want someone that will be your righthand man or woman because you will be spending a lot of time with this person. It is critical that you have reciprocity when it comes to respect and being able to bounce ideas off of each other. This person does not do your job for you, but they do make getting things done a lot easier and more fluid.
What Does a Public Relations Professional Do for Clients?
They will maintain and cultivate relationships with journalists so that when you need to get a message out to the public, it can be done quickly. They will write executive speeches and annual reports and set up speaking engagements so that you, the client, can share this information with all interested parties. They will deal with the press directly so that you can deal with what is happening behind the scenes. They may also play a role in creating marketing and sales material and writing press releases. They will also keep the lines of communication open between you and everyone you need to address at some point, be it the public, your shareholders and everyone in between.