Public Relations Public Relations Defined:

1
Public RelationsPublic Relations Defined
Public relations helps an organization and its
publics adapt mutually to each other.(Public
Relations Society of America)

• Five Essential Abilities
• And
• What Employers Want
• (from Public Relations Strategies and Tactics by
  Wilcox, Cameron, et al)

2
Public Relations Five Essential Abilities

• Writing Skillthe ability to put information and
  ideas onto paper clearly and concisely is
  essential
• Research Abilityarguments for causes must have
  factual support instead of generalities
• Planning Expertisea PR person must be a good
  planner to make certain that materials are
  distributed in a timely manner, events occur
  without problems, and budgets are not exceeded

3
Five PR Abilities (contd)

• Problem-Solving Ability-innovative ideas and
  fresh approaches are needed to solve complex
  problems or to make a PR program unique and
  memorable
• Business/Economics Competencethe increasing
  emphasis on PR as a management function calls for
  PR students to learn the nuts and bolts of
  business and economics

4
What Employers Want10 Qualities

• Good writing
• Intelligence
• Cultural literacy
• Know a good story when you see one
• Media savvy
• Contacts

• Good business sense
• Broad communications experiences
• Specialized experience
• Avoid Career Cliches