Oliver, S. (2010) claims “if you asked a hundred people to define public relations you would get a hundred different answers.” To begin, when describing relations, I believe it has numerous definitions and it simply cannot be labelled to one.  Different people in society would have a range of perspectives and opinions on defining “what is public relations?” However, I personally agree with the definition provided by Bernays, E. (1923) in which he states “information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution.” Bernays definition explains public relations perfectly for me as he clarifies that based on what we hear and see in the media and on the news, we then proceed to form our attitudes and views on the particular matter in question even if we are not knowledgeable in that field. We then tend to form our opinion on the topic. Bernays emphasises how the media plays a huge role in influencing our opinions and behaviour on different areas in the way it is portrayed via public relations.

The Modern Day Publicist: Traditional Public Relations (PR) Vs. Digital PR

Why public relations really interest me is because it is an industry that is forever changing. There are always new and exciting things happening in the world that you can never predict. For example, let us consider COVID-19. According to the CIPR (2020) “ the impact of Covid-19 and the opportunities it presents for the communications profession finds the pandemic has accelerated changes already underway within practice and concludes it has demonstrated the strategic role of communications.” This emphasizes that with the pandemic happening it has impacted public relations massively. It is so important to be up to date with new rules, covid-19 death rates around the world and in Northern Ireland, reports from the First Minister and Deputy First Minister, updates from Boris Johnson along with updates from the public health agency. It is equally important to report about the hospitality sector which has been significantly impacted by covid-19. It is so important that public relations provides this information to the public and allows them to gather important information that is very relevant and essential to know when it comes to something as unprecedented as Covid-19 and allow people to develop their attitudes, behaviours, opinion and plan. From here, they will determine what to do with this information and make vital adjustments to their life.

Grunig, J. (1989) claims “public relations is the management of communications between an organisation and its publics.” A career in public relations interests me because I have a passion for strong communication skills and being able to strategically communicate within the workplace because I know it is integral when working effectively with your colleagues, different companies, brands and media agencies. These key factors are all linked to PR and are therefore essential to develop your communication skills and how to use them effectively. Additionally, another key topic I am very passionate about is having strong organisational skills because by having both communication skills and organisation skills combined it provides you with the underpinning knowledge to nurture a relationship with your co-workers, companies you work with and essentially, it allows you to develop connections in the industry which is very important. Building relationships in public relations is key because it helps manage your reputation which is another important tool to have when working in public relations. Building a strong working relationship with a brand for example, allows you to develop trusted media connections which is vital to have in this industry. By having media connections, you can issue a press release in times of a bad advertising campaign or during a crisis when you may need crisis management support for example therefore, your trusted media connection can help you repair the damage.

Today more than ever your online presence is crucial in a world where everyone is digitally connected. “Much of social media is done in public, by the public, and the dynamics that have shaped public relations in the past media relations, interactions with opinion leaders and influencers, and of course, crisis/reputation management are not only present in social media, but often accentuated and amplified by it.” (Breakenridge, K.D 2012). This is another point to why I am interested in a public relations role because when looking for a job, promoting a product or brand or networking in the world of marketing and advertising, it is vital to establish your online presence. Having a strong online presence allows you to build connections digitally, ultimately opening the window to partnering with other brands, gaining advice from other PR professionals, and obtaining a portfolio of connections, to better identify how to maximise your content and market yourself online.  Public relations are concentrated on public opinion and today social media is a forever expanding market where PR is becoming an integral part of marketing communications. Ultimately, PR effects the performance of marketing. Therefore, to achieve greater success, building connections digitally with a PR agency is an essential path.

I enjoy the strategical and planning process leading up to a campaign, and public relations covers all these components.

The PR strategy consists of:

  • Context
  • Situation /Issue Analysis
  • Objectives
  • Publics
  • Messaging
  • Planning
  • Implementation
  • Evaluation

“Having a sense of direction and of what is important is part of well-being at work and indeed being able to mark off progress and milestones is an intrinsic element of job satisfaction.(Gregory, A. 2010) For example, when creating a campaign, I thrive on having a strategy in place and establishing on how to successfully market a campaign and make it successful. A career in PR appeals to me as I enjoy looking at the brand ethos and ensuring that is promoted relevantly and speaks to their vision and mission. When carrying out a piece of work I enjoy looking at the strengths and weaknesses of a brand/campaign, establishing what the brand is trying to achieve, narrowing down target audiences to ensure it is a success, creating a powerful message and ultimately  delivering it to the public, through creativity, planning, delivery and  evaluation. “Public relations play a role in assisting the organisation clarify its purpose and values”. (Moloney, K. and McGrath, C. 2020) Additionally, as I enjoy this process, I believe I would thrive in a PR role and apply the PR strategy to everything that I do to make any future job roles enjoyable and  importantly successful.

Overall, a career in public relations interests me because I enjoy strategical processes, planning, organising, creating ideas and coming up with crisis management tactics because this allows me to learn more about the industry, how to create a successful business plan and make it a huge success , which is any organisations ultimate goal. Social media is a wonderful resource for PR and media communications today as it allows you to not only access an extensive network but also to take advantage of advertising and marketing opportunities in order to build awareness of your business or campaign. I have experience working in the social media and marketing world through my placement year therefore, doing this in PR environment is something I would love to be involved in.

I also enjoy keeping up to date with the latest trends and monitoring other brands and seeing how they are contributing to the “woke” era. I would love to bring this into my PR career and ensure as a brand or company we are relevant with the current times, where the outcome would be establishing a solid reputation and a great online presence in a world which is ever changing. I am interested in organisational communication as this is very relevant to a PR career where you must be able to strategically communicate and have effective interaction. Personally, a career in public relations grabs me because I enjoy industries that are evolving, and public relations offers just that. It is never the same and that is what makes it exciting, innovative and current. This ultimately, retains that enjoyment in a career where public relations keeps creativity levels high and engaging.

The Art of Selling in Public Relations | "What's HAppening" Blog

Tara Hamill is a final year student in Ulster University studying Communication Management and Public Relations. She can be found on Twitter, Linkedin and Instagram

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