Index Characteristics of Public Relations (PR) Associated Communication Fields Functions of a Public Relations Professional Techniques and Skills of the Public Relations Professional Conclusion Bibliography Public relations is a vital part in any large company today. It is how a company monitors and evaluates the community's perceptions of the company and everything associated with its brand. By implementing good public relations strategies, companies and brands are able to build a good reputation, which in turn can bring in new revenue for the company. This is important because it helps the company grow and can lead to further expansion in the future. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayNowadays, more and more companies rely on public relations to create a favorable image for the company, because, with social media, things can very easily get out of hand. Social media is the best method to use nowadays to advertise a company, but unfortunately it has become the best way to spread a bad reputation related to brands. This is why public relations in a company is so important. They are responsible for ensuring that any issues the company faces, regarding the products or services they sell, are handled in a way that allows the public to be enlightened about the product/service offering and allows the company to have the control of the image associated with these products/services. Characteristics of Public Relations (PR) Public relations can be described as the way a company maintains and controls its public image. This means that public relations professionals have a responsibility to ensure that the company has a good reputation in the eyes of the public. Public relations characteristics needed when working as a public relations professional: Flexibility: A good public relations professional must be able to adapt to unexpected situations. Whenever a problem arises, a PR professional must act quickly and get control of the situation as quickly as possible. Deep Learning: A good PR professional must be willing to learn as they go. This is the only way they will be able to keep their reputation reliable. Gathering Information: PR professionals need to do a lot of research to stay in tune with the latest trends to stay relevant and maintain their reputation. informed customers. The real purpose: every good PR must remember the real reason why he works for a good image of the company. The main purpose of public relations in a company is to help the company grow further. To lead them to success.Maintain relationships – when it comes to public relations, it is important to maintain relationships with clients/audiences and staff. This is the best way to establish trust and earn loyalty. Communication is key when it comes to building relationships in PR. Knowledge – To be a good PR professional, you need to be fully aware of all the services/products offered by the company and also be updated with the future development plans that the company offers. the company has. This gives competitors a greater advantage. Powerful Writing Skills – When it comes to addressing the public in any way, whether in a press conference or via social media, a public relations professional must be able to communicate with their audience in a creative yetprofessional. This requires a strong knowledge of writing that conveys the desired message in a clear and positive manner that reflects the company's best interests. Honesty: A person is known as a good public relations professional when he can confidently address the public by telling the truth. It is important to tell the truth as PR because the company's reputation is at stake. When lies are discovered by the public, the company can take a serious hit and in turn damage its reputation. In the world of public relations, small problems have a tendency to turn into huge problems. This is why it is so important for a public relations person to do effective planning. Attention to detail is key when examining the schedule to detect small flaws that could lead to a major disaster. Be tough! – A good PR professional learns to welcome criticism and learn from it instead of letting it get him down. They have thick skin and use criticism as a way to improve their performance in order to better represent the company as a public relations professional. These are just some of the characteristics needed to be a successful public relations professional. Associated Communication Fields Today there are several communication fields associated with public relations and its practices. Fields such as marketing, advertising, sales and publicity can be associated with public relations in some way. Below are examples of how these fields map onto public relations: Public Relations and Marketing – Marketing is about promoting and advertising their available offerings, while PR is about the relationships involved in the process. Public relations and advertising – Advertising is the promotion of products and services through forms of media, while PR builds relationships and connects the company with the public. Public Relations and Advertising – Advertising is more about the information provided to the public, be it good or bad. While PR is mainly concerned with the public's perception towards such information. Public relations and propaganda – Public relations is about maintaining a good corporate image in the eyes of the public, but doing so in an honest manner, while propaganda aims to change public perceptions in a way that arouses suspicion. These fields can be related to public relations in several ways. Although they are related and connect to each other in some way, none of these fields should be confused with public relations. Functions of a Public Relations Professional As a public relations professional, you need to set certain functions to achieve your desired goals. . These functions can be explained in the following ways: Media Relations – Media relations is a very important aspect in public relations. It should be viewed as an ongoing pursuit and not seen as a one-off solution only when problems arise. For example, a public relations person should constantly monitor and evaluate all possible scenarios and be ready to handle them. Corporate reputation management: It is vital for every member of the company's staff to uphold the company's reputation and protect its image. This means that you need to build relationships between staff in order to maintain a good corporate image that reflects well on the company's reputation. For example, when staff feel that they are valued in the company, they will become loyal and, in turn, protect the company name as best they can. Publications – All information provided by the public relations expert should