Consultant/Freelance

Becoming a public relations consultant is a career that is definitely on the rise and over the last few years pr has become somewhat of a buzz word in the business world. Especially with it's relation to the internet and advertising it is just one of those industries that everyone hears about and wants to be involved in. It's exciting, challenging, and you get to deal with people everyday.

If you are a person looking to get into consulting then the public relations sector might be something that could interest you. If you the sound of writing press releases, updating blogs, sending out email campaigns, and speaking to media sound interesting to you then maybe this is the industry that you want to get involved in.

As a pr consultant your job would basically include looking after the overall image and media promotion of a company or individual that you are representing. Basically you are assisting in the way that the world sees your client and what kind of words are circulating out there.

Also on the internet these days especially with the explosion of the social media world reputation management has become very important. Basically what that means is managing the reputation of how the public sees your company. If you are into public relations then you might also play a role in the social media arena and help out managing the views of your clients' customers.

With all of this public interaction and management of your clients image you should be fairly proficient and writing and communications. As a pr professional you'll be doing lots and lots of emails, reports, articles, and more. So if you are not comfortable with writing then you better start studying up on the art of writing well or don't even bother getting into this field.

I would also recommend that you study up on developing promotional campaigns and strategies. People involved in pr consulting need to come up with event ideas, arrange special parties, and more. You basically have to think about how you can bolster the image of the firm you are working for. You'll also probably work very closely with marketing people and brand designers.

So if you are thinking about getting into the exciting field of public relations then follow some of this advice and you'll be well on your way. Remember if you do get into this profession you should have solid writing skills and a good understanding of the role branding and marketing play in the effective promotion of any business.

Are you interested in a public relations career? There are many opportunities to pursue careers in both corporate public relations and with public relations companies. PR is a growing career field, and there are many opportunities in this profession.

Public Relations as a Career

Public relations professionals spend the majority of their time planning, implementing, and evaluating promotional campaigns on behalf of their clients or companies. Public relations jobs typically include one or more of the following: writing, media relations, graphic design, public speaking, event planning, and other similar tasks. Depending on the type of organization with which you are employed, your job may involve any or all of these responsibilities, as well as other duties.

Skills Needed for a Public Relations Career

In order to be considered for a position in public relations, you will need to have strong communication skills. Successful public relations practitioners must be able to be able to write and speak clearly. PR practitioners communicate with their clients, employers, coworkers, the general public, and media representatives on an ongoing basis. Nearly every PR job requires, at a minimum, writing press releases and pitching stories to journalists via email, by telephone, and/or in person.

Many public relations jobs require making guest appearances on television programs, being interviewed on radio shows, and giving speeches or making presentations to groups of all sizes. Others require writing in-depth documents such as speeches, brochures, training manuals, and other publications. Additionally, PR practitioners are often responsible for coaching company executives and clients regarding how to speak to reporters and other media representatives.

In addition to strong communication skills, public relations professionals need to have excellent organizational skills, particularly if their job duties encompass media relations and event planning. PR professionals can be responsible for handling pre-planning, logistics, setup, and promotions for news conferences, grand openings, new product launches, and many other types of events.

Training for a Career In Public Relations

A degree specific to the public relations field is not necessary for a career in public relations, but it can certainly be beneficial. Most companies do require Bachelor’s degrees or a significant amount of related work experience for even entry-level PR positions. Many people choose to move into Public Relations from careers in journalism, publishing, sales and other types of occupations that require strong writing skills.

Many people who are successful in public relations have completed formal education in fields such as: Advertising, Communication Arts, Creative Writing, English, Journalism, Marketing, Mass Communication, Psychology, Public Relations, and similar fields. Regardless of your major, if you college has a student chapter of the Canadian Public Relations Society (CPRS) professional organization, it is a good idea to get involved.

A college student who wants to pursue a career in PR will be well-served by completing an internship with a public relations company or in corporate communication in order to get hands-on experience in the field. A combination of classroom training, hands-on internship experience, and recommendations from professionals in the field are very beneficial to anyone seeking employment in the public relations field.

“Some are born great, some achieve greatness, and some hire public relations officers.” Those words, spoken by historian Daniel Boorstin, have never been truer than in today’s corporate climate. Those who are dedicated to their public relations careers find themselves always “on”; always working to promote their company. They miss no opportunities to ensure the message is heard at every turn. Gone are the days of public relations being solely for the celebrities.
PR, or public relations, is a must for large companies, however, many feel their PR departments are the “cure all” and fix any public scandal or problem that emerges. This simply is not true. A good PR person can certainly affect the public’s view on the company announcements. From being accused of hiring illegal immigrants to a very public and scandalous affair among company leaders, the public relations department can often determine how it plays out in the media and ultimately how quickly it becomes yesterday’s news. It’s not surprising that experienced PR personnel usually do quite well when negotiating salaries and bonuses.
The better the relationship between your company’s PR department and the media, the more advantageous it is for the corporation. If you cannot depend on your public relations representative to successfully pull off a media release regarding labor relations or any other uncomfortable event, then it is time to reconsider your choice for your company’s media contact. To say this person must be likeable, convincing, authoritative and even physically attractive is an understatement. It is an unwritten and unspoken rule, personal appearance including being healthy, “camera friendly,” and physically attractive counts.
PR specialists have many titles, including public affairs representatives, communications agents, company points of contact and many others; but it still comes down to the one person who acts as the liaison between a company and the general public. He or she must be well versed, objective, convincing, remain cool under pressure and must, at all times, provide thorough information. It is a fine line between revealing too much about any particular subject while providing enough not to appear as though anything is being hidden from the public. Often, the PR representative is the bearer of bad news, but there are many times your company PR agent provides good news from a company standpoint. New contract awards, which translate into new jobs; expansion announcements and other information that is of the public’s interest offset the times when bad news is broken.
Other responsibilities of a public relations specialist include research, providing input for company manuals, including employee guidelines, remaining current with global issues to ensure company representatives aren’t traveling to unstable international areas, coordinate company films for new employees, schedule conventions and tradeshows and many write bid proposals for their companies. Many PR reps find themselves providing statistics and other confidential information during shareholders meetings and staff meetings.
Public relations is an exciting field, albeit a bit overwhelming at times. Most PR reps have assistants and sometimes entire departments for their support. With so many media reports, proposals, event coordination and other events, an assistant is vital, especially in larger companies. As with most executives, the assistant is the one who makes sure meetings are attended, flights are caught and engagements are kept.
For those who choose Public Relations, most thrive on the fast pace and even the stress that is involved with walking the fine line of responsibilities to the public as well to their employers. They must be organized, able to speak with authority and clarity and a healthy knowledge of psychology is always a bonus. Human nature plays a big part in these positions. Hours are long, but rewarding, and deadlines are always looming.
Educational requirements vary by company, but most who have degrees are usually in communications and business areas, or sometimes journalism. Even then, most employers are more interested in their skills and experience as much as the education of their candidates. For those who are wondering if jobs will be available or not, the answer is an absolute yes. In fact, the job outlook is considered excellent for all fields related to public relations.
For those who do not mind unpredictable events, long hours, travel, and can work well under stress, public relations is often a first choice. The pay is excellent but determined by many factors, mostly the size of the company and its budget. It is both rewarding and exciting. One final note, in a survey done in late 2006, 87% of all companies surveyed indicated a growing need for a solid public relations specialist and/or department. Of those, more than two-thirds anticipated adding to their staffs within twelve months. The trends from 2008 reflect those anticipated changes as more companies, even as they were undergoing lay-offs due to current economic times, found themselves adding to their staffs those who could improve the company’s public image.

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