Day-to-day

Most PR practitioners would agree that there is no such thing as a typical day in public relations which is why flexibility and the ability to multi-task are essential qualities to get ahead in the profession (see Is PR for you?)

Having said that, there are certain activities that make up a public relations role and some (or all!) of these could feature in your role day to day. Public relations activities cover the following:

Programme planning

Analysing problems and opportunities, defining goals, recommending and planning activities and measuring results. Liaising with management and clients throughout.

Writing and editing

Since public relations work often involves trying to reach large groups of people, the method most often used is the printed word: shareholder reports, annual reports, press releases, film scripts, articles and features, speeches, booklets, newsletters.

Media relations

Developing and maintaining a good working contact with the media. This involves applying knowledge of how local and national papers, magazines, radio and television work as well as the special interests of journalists.

Corporate identity

Developing and maintaining an organisation's identity via corporate advertising, presenting the company's name and reputation rather than its products.

Speaking

Communicating effectively with individuals and groups including meetings, presentations, and platform participation.

Production

Brochures, reports, film and multi-media programmes are important means of communication. Co-ordination of studio or location photography. Sound knowledge of techniques for supervision is necessary.

Special events

News conferences, exhibitions, facility celebrations, open days, competitions and award programmes are all used to gain the attention of specific groups.

Research and evaluation

The first activity undertaken by a public relations practitioner is usually analysis and fact gathering. A PR programme should be evaluated as a continuing process and measurement is used to decide future strategy.