Week 4

As stated, PR-actitioners must work under pressure and to budgets and deadlines [even the deadlines of others, like journalists who need information or good material if they are to be of any help].
The tasks of a PR-actitioner include: forming relationships with and regularly briefing journalists,
general media elations work including the usual packages such as media releases & audivisual opportunities for various media, organising events for prospective clients, members, fundraisers or the general public, ensuring adequate or appropriate media coverage of events, policies, offers & products etc., market strategy formulation, and internal communications.
I have learned the importance of internal communications, because just as it is important to maintain effective working relationships with management, it is also important to bear in mind that a client's or employer's workforce can be an army of good will ambassadors, or a 'motley crew' of disgruntled one man media saboteurs and roving talent for tabloid journalists. They must be accorded the respect they deserve, because mistreatment or even simple detachment from workers leads to unpredictable results that are rarely positive. Making an effort to connect and keep them informed can prove invaluable 'insurance' for an organisation's image.