Read this article about public relations and identify the advantages and disadvantages.

Why use PR?

Your company may be about to launch a new product or merge with another company. You might want to change your brand name, or create a market demand for your product. You may need to build credibility as a small company in a large industry. Effective Public Relations campaigns can help do all of this.

What does a PR executive do?

A PR executive is the liaison between a company and the public. Their functions are extremely varied and can include:

			Writing and editing press releases
			Communicating with different Media
			Speaking at presentations and press conferences
			Brochure production
			Organising special events
			Conducting research

A PR executive’s job may differ depending on whether they work for their own company or as an outside consultant. The following are some of the points you should consider when choosing to work as an in-house public relations executive or as a consultant in an independent agency.

In-house PR

Pros:

			You know the company well and so can possibly better promote its attributes than an outside agency
			You are completely focused on one client – your own company
			There is extra motivation for external communication to be successful as you are an integral part of the company and you want and need it to thrive

Cons:

			You may be too involved to take an objective look at your company in order to promote its values effectively
			The role of PR consultant may be given to someone with not enough media training. This is especially true of smaller businesses

PR consultancies

Pros:

			A PR budget is discussed prior to the publicity campaign so both parties are fully aware of what to expect
			Larger agencies should already have established contracts in the media industry to facilitate communication of the company’s message to the groups they wish to target
			Consultancies tend to employ specialised public relations executives with proven expertise in the industry

Cons:

As a consultant you may have a large portfolio of clients and so may have a limited time to dedicate to each individual account

What qualities do you need to be a Public Relations executive?

You need to:

			have great communication skills
			be able to multitask
			keep up-to-date with current affaires
			be able to make things happen
			be able to develop ideas
			spot opportunities
			have media contacts
			be able to maximise your presence at press conferences
			be enthusiastic
			be creative
			be well-organised

Check the opposites to these qualities.