Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article.The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a positive or favorable view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, government, and public officials as PIOs and nongovernmental organizations, and nonprofit organizations. Jobs central to public relations include account coordinator, account executive, account supervisor, and media relations manager. Public relation is an action of convincing people. The PR person talks with others that make them think about the things the person wants them to think, and the people regard the person as their believes. Public relations helps people to build up the connection to media and society that they can talk steadily.
Scope of Public Relations
Public relations is the art and science of managing communication between an organization and its key constituents to build, manage, and sustain its positive image.
Public relations is the process of aligning the perceptions of targeted audiences (or publics) with the current realities and reasonable prospects of another entity.
Public relations is about building public relationships.
Public relations involves:
1. Evaluation of public attitudes and opinions.
2. Formulation and implementation of an organization's procedures and policy regarding communication with its publics.
3. Coordination of communications programs.
4. Developing rapport and good-will through a two way communication process.
5. Fostering a positive relationship between an organization and its public constituents.
Public relation is a window of the corporation through which management can monitor external changes and simultaneously a window through which society can affect corporate policy.
Today most social conflicts are caused by changing values and higher expectation from the superiors.
We find regular conflicts between employer-employee consumer-manufacturer, management-shareholders, citizens-government and so on due to misconception and misunderstandings. These are generally the major challenges where public relation practitioners can play a crucial role. They should get to know the psychology of the public mind and acquire skill in solving and also avoiding such conflicts.
In our market economy there are information gaps which cannot be filled by the interaction of supply and demand via . cost, wages or prices. Here public relations activity steps in. It provides relevant information on planning technical and organizational developments, inventions and their potential utilization, etc.
The relations activity is becoming more and more important for the procurement of economically essential production factors. It makes it easier to tap the money-market or financing their projects by issuing bonds or shares.
If the corporation cultivates public relations, it is easier for them to acquire land from a community and bring in own interest in harmony with these of the community.
Skills and Competencies needed in Public Relations
A Public Relation officer requires a super set of skills. They need to be up to date with details, quick and smart thinking. The situation and image of the client depend on their shoulders. One wrong move and the client might receive negative attention or worse, lose the attention on the whole. A quick thinker and problem solver. Excellent communication skills - both written and spoken.
- Highly skilled in persuasion and convincing.
- Must know how to talk out of situations and be diplomatic.
- Should have excellent marketing strategies and ability to execute them.
- Should understand how people and group dynamics work.
- Must be ready for any kind of situation
- Communication skills. Most importantly, if you're considering a PR career you will have to be a good communicator. ...
- Research skills. ...
- Writing skills. ...
- International mindset. ...
- Familiarity with publishing tools. ...
- Professionalism. ...
Career Prospects and Job Opportunities in Public Relations
- Public relations specialist
- Public relations manager
- Social media manager
- Event coordinator
- Marketing assistant
- Marketing coordinator
- Marketing manager
- Account executive
- Press Secretary
- Media Planner
- Event Coordinator
- Speech Writer
Admission Requirements for the study of Public Relations in Nigeria
The O'level subject combination and requirements needed to study Public Relations and Advertising;
You require; Five SSCE credits to include English Language, Economics and Government. For NBC holders, the other relevant subjects could be from any of the following: Accounting, Principles of Accounts, Commerce, Office Practice and Secretarial Duties.
In UTME, please note that English Language is Compulsory for this course. Therefore, the three (3) other JAMB UTME subject combination needed to study Public Relations and Advertising under the Faculty of Administration in the above Universities include;
Government, Economics and any other subject.