Public relations specialists communicate with the public on behalf of companies, organizations or governments. They are also called communications or media specialists. A public relations specialist spreads his or her employer's or client's message to the public, often using the media as a conduit.
Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.
Public relations specialists typically do the following:
- Write press releases and prepare information for the media
- Respond to information requests from the media
- Help clients communicate effectively with the public
- Help maintain their organization's corporate image and identity
- Draft speeches and arrange interviews for an organization’s top executives
- Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts
Public relations specialists, also alled communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.
Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does with regard to that issue. In addition to publication through traditional media outlets, press releases are increasingly being sent through the Internet and social media.
Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.
Communications & Public Relations
Fall 2015 Registration begins
August 3, 2015
8:00am - 4:30pm
contact us now!