Public relations is a general term. When you begin to delve into it, you will find that there is political PR, public affairs, and public sector PR. There is also consumer and corporate PR which have specialized sectors, as well as PR for NGOs and charities. Furthermore, there is also specialized PR for different industries, including beauty, healthcare, lifestyle, and entertainment and are often found under the large umbrella of consumer PR. Finally, there is also technology PR which is the trendiest and on-demand PR there is as those that work in this specialized industry concentrate on the social media side of PR industry.
While some of these specialized sectors require specific qualifications, the practice of PR in all of them is similar. All the basic and general rules apply as every public relations professional requires a similar set of skills and attributes. These include good communication skills, ability to quickly grasp opportunities and react to crisis, as well as the capacity to be creative proactive, and confident.
Often when you hire a PR agency, you get a team of employees to work on your campaign. You will have someone who is in charge of media relations, another who specializes in community relations, as well as people who can assist you with public affairs, crisis management, and a person who is knowledgeable in your specific industry and its lingo.
Those in charge of media relations specialize in communication with members of the press, including reporters and editors. Therefore, they are the ones who are writing press releases, scheduling press conferences, and anything else that has to do with dealing with media. Moreover, media relations personnel are the ones who are responsible for how your brand is portrayed in the media.
It is of vital importance that your company has a presence in the community. Proclaiming what a brand stands for through various events and community engagement is a powerful tool that can build brand reputation locally. It is also a way to build a good reputation for your brand while doing good things in the community and helping out those who need it. That is why a having a community relations professional is important.
Public Relations professionals that handle public affairs are adept in using the government as a tool to enhance your brand, organization, or cause. This is especially important if your brand or cause is one that a politician or government official is interested in, as it could lead to an endorsement or having that person become a spokesperson for it. Furthermore, politicians have the power to persuade and inform the public. A public affairs pro specializes in making connections and keeping relationships with government officials.
Crisis management professionals handle brand-threatening situations. They must be able to formulate strategic solutions in an extremely quick manner. This is imperative because no one knows what could happen in any given situation. Therefore, those that handle crisis management develop plans prior to events in order to be prepared for unexpected outcomes.
Industry specific PR personnel are a part of the team in order to ensure that communication is carried out effectively and appropriately. They are educated and trained to know what is going on at your company in order to provide better communication processes and develop relevant PR plans to engage clients.