Being an emphasis within the
Communications field, the work of a Public Relations (PR) practitioner is a
constant conversation. First you are passing
information, then investigating how the information was received, and then finally
drawing analysis and conclusions for how to refine your methods. PR really could be considered a behavioral
science.
Unfortunately some consider
PR to only be managing your image, blasting news releases, or even spinning the
truth. Rather, in practice, Public
Relations is starting the conversation, joining the conversation, and changing
the conversation.
A PR Practitioner wants to
tell the “story” of the company or institution he or she is representing. Though it sounds cliché, you want to build a
relationship with real people. It’s easy
to forget the need to be approachable and accessible. The first, and most
obvious public is your customers. The second are the very employees of the
organization you represent. The
conversation had with the outside public and inside publics should both
maintain the same level of truth and accuracy, but the messages may be tweaked
to fit your audience.
Public Relations is a
never-ending consciousness of one's kairos. You must be aware of what, how, and
where your message is. Today, in an age
of mass media, every interaction is in real-time and the communication is
around the clock. PR practitioners use email, social media, video and radio
broadcast media, billboards, magazines, and of course, public speaking. As a PR
practitioner, you must be aware of the public’s reaction by measuring clicks,
tweets, views, and likes. It’s about having positive features in the newspaper
and doing all you can to influence the public to have conversations about you.
I would consider PR to
equally be epidictic, forensic, and deliberative. Behind the scenes, a PR practitioner must earn
and charm his or her way into conversations. Formally, however, the field is
focused on affect attitudes and change perceptions through persuasion.
Again, Public Relations is starting
the conversation, joining the conversation, and changing the conversation.
All my life I have had a
strong craving for the opportunity to lift the
stations of others in my career ahead. It has been my lifelong goal to serve
within the United Nations, where I hope to do exactly that. Having lived
overseas for five years, and with my nuclear family continuing to do so, I have
broad international exposure and inclination. I feel that I am able to
understand other publics and points of view. With my degree and PR training I
will mold and craft public opinions, beliefs, values, and behaviors to promote a
global vision of peace.