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")
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Hi Thomas, I like the point that you drew from Melanie's book about planning to meet immediate and ongoing client needs. This is especially important to consider in a planning and strategical sense, because client needs can change in time and need to constantly be assessed. It is, after all, the client who we are working for. An equally good point is that of responding in a timely manner. Timeliness is a key news value and is also highly relevant in professional PR practice. There is no point holding off dealing with a situation, it needs to be dealt with immediately to ensure no further repercussions. You have summarised Melanie's key ideas here really well, keep up the good work!
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