What is PR? Every organisation, no matter how large or small, ultimately depends on its reputation for survival and success

PR Customers, suppliers, employees, investors, journalists and regulators can have a powerful impact. They all have an opinion about the organisations they come into contact with - whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with and support these organisations. In today's competitive market, reputation can be a company's biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders

Definition of Public Relations: Public Relations is about reputation - the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Some questions to ask yourself when considering PR as a career… Do I have an interest in what's going on around me? PR practitioners need to be aware of current trends and issues. Keeping up to date with the world around you is vital when advising clients or brainstorming campaign ideas.

Do I have good communication skills? PR practitioners must be confident talking to a wide range of people – for example, your role may involve presenting to clients, dealing with journalists and meeting with groups of people important to your organisation or client. You also need to have excellent writing skills as you could be producing press releases, annual reports, articles and newsletters.

There are certain essential qualities and skills that you will need to get ahead in PR Good verbal and written communication skills An ability to multi task and manage your time effectively A good level of organisation and planning An interest in all forms of media Flexibility

Do I cope well under pressure? PR roles can be incredibly varied so you will need to be able to organise your workload in order to meet strict deadlines. The ability to multi task is essential, and a flexible attitude important. If you are looking for a 9-5 job, then PR is probably not for you – your position may involve early starts, late finishes or time at the weekend. According to a survey undertaken by Cranfield School of Management and the CIPR, the following skills and qualities are important if you are considering working in public relations:

Ability To analyse management needs counsel management identify causes of problems, analyse future trends and predict their consequences research into public opinion, attitudes and expectations and advise on necessary action plan, organise and co-ordinate tasks monitor and follow up set goals and objectives motivate and influence others communicate effectively with individuals and groups in meetings and through presentations write and edit press releases and reports work effectively with journalists identify major social issues affecting organisations establish financial control.

Day-to-day Programme planning Writing and editing 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 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 Corporate identity Speaking 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 Special events Research and evaluation 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.