A Public Relations (PR) executive is accountable for handling all public relations activities for a company. The term ‘public relations’ refers to a planned communication process which is responsible for building relationships that are mutually beneficial between an organisation and their audience members.
PR executives assist a business or individual to develop a positive reputation with the public by using various unpaid or earned communication methods. These methods include:
- Traditional media,
- Social media, in addition to
- Personal engagements.
In addition, professionals in the PR space also assist clients with defending their reputation during a crisis that threatens their credibility. Public relations in a time of crisis management has the ability to make or break your company during this time. Your business is not protected against a varied range of unexpected threats. Anyone of these risks can ruthlessly damage your reputation. In addition, it can have a possibly devastating effect on revenue in addition to customer acquisition, loyalty and other vital business outcomes.
The skills of a PR executive
There are several skills that a PR executive needs to have for them to be successful. If you feel that you want to join the PR profession, it is very important that you have these skills:
- The capacity to be honest in everything you do
- Research skills
- The skill of building relationships
- Multi-tasking in a highly-pressure work environment
- Fastidious attention to detail
- Adaptability to change
- Strategic thinking skills
- Social media knowledge and street smarts
- The ability to write well
- Fantastic presentation skills
- The ability to look for overseas opportunities for your clients
What does a PR executive do daily?
On a daily basis the PR executive will be doing the following:
- Managing, as well as
- Maintaining the public’s view of the person, business, product or service you are representing.
As a PR executive, you’ll work with individual clients. In addition, you’ll work with business executives in order to determine the exact publicity-related goals that you’d like to achieve.