We have two tracks for public relations.
TRACK ONE places you directly with a high profile public relations firm whose sole duties are to manage public perception of the company that hires it. Some of the duties will include developing and writing media releases, developing and writing resource tools for customers seeking information on the values of the company, PR initiatives, developing best practice processes and templates for the PR and Communications Manager, assisting with the development of media kits, and tracking and monitoring media results.
TRACK TWO places you in the PR department of a specific business or special interest group. Work with high profile advocacy groups such as Mothers against Drunk Driving, Sierra Club, Politicians, Athletic teams, and others. Here you will have a chance to promote a particular agenda that you may believe in
PR is the practice of managing communication between an organization and its publics. Public relations provide an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement. Once common activities include speaking at conferences, working with the media, crisis management, social media and employee communication.
There are various tools that can be used in the practice of public relations. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely-used tools include brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as: Facebook, Blogs, Twitter, Linkedin and other social media outlets.
Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders and publics. Furthermore companies can join discussions with multiple user identities to create a positive image of the company (e.g. quantity of positive statements from different users).
Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective public relations planning. More recently in public relations, professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences. Methods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology.