The importance of an open mind...

The so called 'devil's advocate' -the adaptable mindset that allows one to see both sides of an issue. It is not a matter of simply being 'contrairy' or due to some weakness of character. It is an acceptance that if one is commissioned to assist a certain group, there must be a decision made at the very outset that if there is work to be done, it should be undertaken wholeheartedly and with a clear conscience. A P.R.actitioner's job is simply to interact and communicate with a desired audience, no matter how broad or specific. While there are many tasks required to achieve this interaction, managing people and events, working under the pressures and constraints of a competitive business environment, at heart success is defined by getting out the right message, the right reaction and tailoring the efforts according to the feedback received. Surely this cannot be a bad thing, no matter how difficult or unpopular the message may begin.

The Melanie James book

A PR-actititioner must be different things to many people. It is expected that one can;

+Respond to crises in a timely and level headed manner
+Form and carry out plans to meet immediate and ongoing client requirements this includes formulating objectives, and meeting deadlines and specified (measurable) criteria of success
+Respond to enquiries from customers, constituents, employees or the public
+Handle the demands of the media, from simple queries regarding a product or service, through to adverse or even hostile publicity
+Seek the desired coverage and image among those able to offer it (again, journalists, advice columnists, lifestyle presenters etc.)

This includes positively influencing opinion makers, and ensuring that individual needs are met, from providing useful information to arranging the demonstration of how products and services work, including trial offers. The key is to build up personal and professional relationships with those who could potentially make or break a campaign.

Also necessary is skills in diverse fields of media production;
+Paper It can be as direct as a pamphlet/letterbox campaign or include
+ "Voice" ie Speeches, press conferences, doing interviews or a formal address
+Audiovisual, websites, electronic media including webcasting and even SMS, video packages or powerpoint style live presentation [even youtube now]
+Events, great for well known or established institutions, staging tours or anniversaries, but also useful to unveil something new or showcase a so called 'flagship' store or venue etc.

It cannot be over emphasised that in a world of economic rationalism and performance indicators, it should be restated that PR-actitioners are bound to work to budgets and deadlines.
Good, focused research has a dual use of helping to establish how certain expenditure is justified
and clients evaluate the response and quantifiable success of a campaign reative to cost (how much "bang for the buck")

The Melanie James book

The book by Melanie James.

PR can raise public consciousness of an issue, educate and inform public opinion. It can also change the way an issue is already perceived, or manage popular responses to emerging debates.
For instance, with the new vaccine for young women, the company offering it may wish to steer the debate towards the importance of protecting our young people if we can, and head off fringe groups who may wish to 'hijack' the debate with an anti-immunisation or moralistic agenda.

Most importantly, public relations at its best can truly open channels of feedback that are vital to developing rapport and a co-operative spirit with their [clients] stakeholders and the wider community. Often PR specialists are the first in a given group to advise that research into people attitudes be undertaken, with a genuine interest in the results, so there is is a future where public opinion or any audience becomes vital to the organisation. More and more this is becoming a reality, so that according to such research, not only can messages be tailored, but action as well.