In my
understanding, practicing public relations can be summarized with one word:
relationships. As a public relations (PR) practitioner, it will be our
responsibility to build and maintain mutually beneficial relationships between
our client and the public. PR revolves around placing a great image of your
client into the public to form trusting bonds that will ensure mutual success
for both parties. By building strong relationships, a PR practitioner must
possess the ability to understand both the client and the public’s needs and be
able to successfully address these needs. To successfully address these needs,
PR involves, in many cases, working in a fast-paced environment where strong
communication skills, both written and verbal, are mandatory to complete press
releases, and handle media relations. Public relations practitioner’s can work
in industries ranging from non-profit to government agencies. Regardless of the
type of industry, PR practitioners must always be ready to handle crisis
situations by working as mediators between the public and the company or
client. With many skills demanded by PR practitioners, it is very important
that as current students, we focus on not only learning but also retaining the
information we are being taught to use in the future. Another excellent way to
retain important PR skills is to apply them in real job situations. This is
exactly the reason why undergraduate internships are so valuable. Through
personal experience in my current internship, I am gaining priceless job skills
in the PR field by developing press releases and media alerts. Internships also
allow for the building of relationships, which is the base of the public
relations field.
As I stated
before, learning and retaining the skills we are taught in school is a very
important tool to future success in public relations. That is why visits by
professionals like Professor Houser are so valuable to students. Learning from
individuals like Professor Houser who have worked in the industry and who are
using their experience to teach us new skills is irreplaceable. Not only will
the journalism tips that Professor Houser gave us be beneficial in the future,
but they will also benefit myself and my other group members with our Builders
Project. Listening to Professor
Houser describe the process of writing a feature story allowed me to gain a
better understanding of how to conduct an interview, gather quotations, and put
them into a compelling piece that tells a story about a person. I especially
found it very beneficial to learn how to ask questions that provide open-ended
answers. In school, there are very few chances to break- away from academic
writing and touch on more personal subjects which is why I enjoyed hearing
about Professor Houser’s process.
With entering
the beginning phases of any group project, problems arise. With our group, we
have had an unstable start because of group members dropping the class. With
these transient classmates, our group has not been able to focus as much on the
content of the project, but instead about trying to organize group dynamics,
such as not being able to e-mail other group members and being assigned a new
group member after class has ended. This has also affected the organizing of
the interview schedule. Despite these challenges, our “founding” group members
have been communicating very effectively through e-mail, such as being able to
decide on a group name and logo all outside of class. We are also using the
cost benefit analysis to assign group members assignments that will bring out
the strengths of each of us, such as using group member Patrick’s skill in
design to create our logo while I developed the team name.
I am a firm
believer that the learning process does not end after we graduate. This is why
I am always striving to learn more, especially about the PR field. By focusing
intensely on my academic courses, my knowledge of public relations has grown
immensely since I first declared my concentration. I believe that I have grown
the most as PR practitioner through my current academic internship. I have been
given the opportunity to develop press releases and media alerts, as well as
learn new technologies that I do not get to use in school, such as contacting
print media sources through Constant Contact e-mail blasts. In my particular internship,
at the Pittsburgh Airport Area Chamber of Commerce, networking and business
development is the purpose of the organization. This is why whether through my
academics or internship opportunities, I am learning that the key to the field
of public relations will always be: relationships.
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