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What is Public Relations?
What Is Public Relations? |
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The world could not function without people working in Public Relations. Public Relations has evolved into an important business field that assists organizations as they communicate with each other and the public. Public Relations is also the science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action which will serve both the organization's interests and that of the public.As a result, Public Relations practitioners are needed everywhere, such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges, and religious institutions. Each of these institutions must develop effective relationships with many different audiences, including employees, members, customers, local communities, shareholders, and other institutions, and with society at large.
Obviously, a Public Relations practitioner must have a variety of skills.
The Mass Communications emphasis in Public Relations at Missouri Southern was designed to prepare students to meet the needs of society by teaching skills and making available opportunities for practical experience in the Public Relations field. Here are a few of the skills taught during the four-year curriculum:
- Effective written communication
- Persuasive speaking/ presentational skills
- Problem solving
- Decision making
- Conceptualizing
- Objective thinking
- Active listening
- Editing
- Research/ Information Gathering
- Production Skills (Desktop publishing, layout, graphics)
- Computer Skills (Basic plus desktop publishing and Internet)
- Networking/People Skills
- Time Management
- Stress Management
- Multi-tasking
PUBLIC RELATIONS CURRICULUM AT MISSOURI SOUTHERN The Public Relations curriculum (124 hours) was designed toward fulfilling the recommendations set forth by the Public Relations Society of America, a professional organization that also accredits university programs in Public Relations and has a student society, The Public Relations Student Society of America.
The required courses represent a well-rounded experience in Mass Communication, including courses in public speaking, interpersonal communication, print and broadcast newswriting, audio and video production, and a core of courses specifically designed for the public relations practitioner. The curriculum also gives each student an opportunity to design a personalized course of study by taking courses in International Communication, Foreign Language, Business and Marketing, Professional Writing, Photography or Forensics as electives.
MAJOR COURSE OFFERINGS IN PUBLIC RELATIONS:
Introduction to Public Relations opens students to the nature of Public Relations and the ethics and laws governing the discipline. Students gain valuable experience in event planning, news conferences, special events, speeches, and writing news releases for various media.
Public Relations Writing gives practical experience in preparing the many forms of public relations writing, including position papers, letters, advertising copy, Web pages, newsletters, and specialized reports. This course also explores the ethics of public relations writing, and introduces students to writing copy for various clients.
Case Studies in Public Relations examines landmark public relations cases and gives students an opportunity to take part in the decision making process with simulated cases, as well as the implementation of solutions, through classroom exercises and reports.
Media Exploration and Internships give students an opportunity to go outside of the University environment to work in Public Relations careers. Public Relations majors are encouraged to try a variety of career possibilities in both the private and public sector, profit and nonprofit organizations. Many students have found careers through this process, and others have decided to take electives based on their internship experiences to prepare themselves better for the job market they desire.
Exploration Research in Communications teaches how to examine the world with a scientific eye, utilizing a variety of research methods. Students learn how to obtain information and how to evaluate it for validity, and then apply the findings to a specific purpose.
PUBLIC RELATIONS STUDENT SOCIETY OF AMERICA AT MISSOURI SOUTHERN
In 2003, Missouri Southern was granted a charter in PRSSA with the sponsorship of the Greater Kansas City Chapter of PRSA.
Public Relations majors are encouraged to join PRSSA and take advantage of Southern's involvement with this preeminent pre-professional organization for students of public relations. Southern Public Relations majors work with more than 8,100 members at 234 colleges and universities.
PRSSA members explore their leadership potential at the local, regional and national level, at conferences held in the region and nationally. These events - organized entirely by students - involve not only educational advancement, leadership development and networking opportunities, but also travel around the nation to the country's most exciting cities.
Additionally, students of all ages have direct access to scholarship and award programs, national programming and professional development opportunities. Older students on the threshold of graduation take full advantage of the online PRSSA JobCenter for job opportunities while younger students use it for internship leads. For more information on PRSSA, you may visit the organization's website by clicking on the logo below:
CAREERS IN PUBLIC RELATIONS Public Relations practitioners are needed in nearly every field, but here is a list of the most popular jobs:
Employee Relations
Prepares quarterly and annual reports. Compiles employee publications and newsletters. Organizes internal special events.
Speechwriting
Writes for CEOs, top executives or politicians. Sometimes ghostwrites articles for trade and consumer presses.
Financial Public Relations/Investor Relations
Communicates with the press, shareholders or members of an organization regarding the organization's financial performance and objectives. Prepares periodic and annual reports, arranges stockholders meetings, writes press releases on earnings or the financial implications of new product development. Coordinates interviews between the corporation or organization executives and security analysts. Timing is key since releasing a news release could drastically affect the value of stocks.
Educational Public Relations
Educational institutions are commonly nonprofit, although they may be either public or private. Private institutions are similar to the nonprofit career definition while public institutions usually deal heavily with the government and are open to taxpayer scrutiny. Responsibilities often include fundraising and development.
Fundraising or Donor Relations
Identifies possible donors through research and then makes them aware of the organization. May involve writing grant proposals, preparing presentation books, creating videotapes, designing brochures or writing letters.
International Public Relations
Involves working with community leaders, government officials and media to establish a link between the home and international office. Knowledge of the language and customs of another country is required.Government Public Affairs
Federal, State or Local Government
Titles include Public Information Officer, Public Affairs Officer and Departmental Assistant.
Nongovernmental Organizations' Governmental Relations
Specialists work for institutions that deal with the government.
Political Public Relations
Assists candidates running for office with speechwriting, strategizing and publicity. Government and/or history background is helpful.
Lobbying
Works closely with federal and/or state representatives and senators to explain the intricacies of proposed legislation. Attempts to persuade lawmakers to adopt specific viewpoints.
Health Care Public Relations
Translates medical information to the organization's publics. A science and marketing background is particularly useful.
Sports Public Relations
Handles relations with investors, players, stadium owners, community supporters, media, transportation and housing facilities, fans and the public.Descriptions of Public Relations Organizations
Public Relations Firms
Conducts programming, research and evaluation, writing and editing, handling information, production and speaking.
- Trainee or Assistant Account Executive:: Updates media lists, writes press releases or sends pitch letters, phone pitches and special event planning.
- Account Executive:: Creative and planning aspects of public relations, client contact.
- Senior Account Executive/Account Supervisor:: Supervision of one large account or several smaller ones.
- Senior Manager/Senior Counselor:: Supervises people and accounts. Attains clients.
Nonprofit Organizations
Involves training volunteers, promotional activities, fundraising and grant seeking and designing public relations campaigns. Practitioners often have a lot of freedom in writing campaigns and creating publicity. May include working in museums, social service and health care groups, hospitals and different types of professional organizations.Corporate Public Relations
Performs trends analysis, issues management and public opinion evaluation. Often is responsible for reporting to the CEO and top executives on media.
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