Furthermore, the main goal of a public relations worker is to present the best possible public image of a client similar with reporter jobs. The public relations worker is responsible not only for providing positive information to the press about the activities of a client, but must also direct the client on the path to developing positive business practices. Moreover, the office of public relations for any company promotes good news and portrays bad news in a manner that would do the least damage to the company. In the case of an airline crash, legal necessity forces the airline company to be as straightforward as possible which is the fault of the plane’s design, for example, the public relations department must find out how the company plans to correct the problem, how long that will take, and what will be done in the interim to insure the safety of the passengers. The public relations staff assembles all the relevant information, assesses the situation, and then presents the information to the news media. In a major disaster, the desire is to provide as much information as possible without guessing at any information that may be found to be untrue later.
In some situations, the company may wish to block the passage of information to the press. It then becomes the job of the public relations officer to redirect the focus of the media attention. Interpretation of information for the media is the second major function of a public relations officer. This task is particularly important for a public relations staff of a scientific or technical firm. Public relations workers must be able to take technical information and explain it in such a way that non-specialists will be able to understand it. This interpretation of technical material must be done on press releases and any other information that comes from the technical side of the business and goes to the public.
In an organization such as the National Aeronautical and Space Administration (NASA), the need for a public relations specialist who has a good understanding of aeronautics is important in the media job. When it a scientist is explaining a project to the public relations officer, the public relations officer must understand the explanation well enough to describe it to the media at a later time. Research is the first step of public relations. It is important to get all of the significant data and to analyze the attitudes revealed. Research personnel may be on the staff of a public relations department, or they may be employed by a separate research organization retained to do the job. Likewise, research is important both for obtaining inside information on a topic that is to be presented to the public and for anticipating potential public response to the company.
Part of the public relation-specialist’s media careers goal of public relations is press publicity. Material provided for the media is called a press release. This may cover some aspects of the company that is deemed to be newsworthy by company staff. The press release will provide all relevant information to the local or national press. It is one method of generating coverage of the company without buying advertising space. It may appear in various forms like in newspaper spot news, magazine articles, or radio and television coverage. Those who prepare news releases often have been trained as reporters and editors. They have learned to identify valuable news stories and how to write and illustrate a story so that it will be published. Such writers are part of every large public relations staff. Full-time photographic jobs exist only in the largest organizations. Usually photographers are used on a part-time basis when photos are needed.
The use of advertising space for the presentation of an institutional message can be just as useful as the production of booklets, press releases, or similar public relations techniques. Such advertisements are sometimes written by writers on the public relations staff and sometimes by writers in the company’s advertising agency. These advertisements can serve whatever need the company sees, but frequently they are used in response to a particular incident or crisis. One function also of the public relations officer is to announce mergers through media TV jobs, and serves as the voice of the company, providing important information to the concerned parties.
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