Nowadays,
PR is recognized as a profession with promisingly high income. The
qualifications are the capability to be creative with ideas and solutions as
well as establish communication with clients, media, and stakeholders. Grunig
& Dozier posit that organizations increasingly depend on someone who has the
expertise to communicate and build relationships with these stakeholder groups
(2002, p.2). PR has a significant role in the success of almost all kind of
activities or events, whether are related to individual, organization, or
company.
According to my Managing Director, the essential
to be a PR practitioner is the ability to build relationships that are
beneficial and trusted among organizations, individuals and stakeholders into
action. To survive we need to shape ourselves in to someone that is reliable
and trusted with capability that is meet the expectation.
During my last week of internship I
summarize all the learnings I gain during my placement in Fortune PR, and these are
some of the learnings I’d like to share:
PR practitioner is act as solution
provider; we are meticulous and garrulous for the sake of the brand or the client. Don’t
sweat the small stuff? That doesn’t work in PR. We have to sweat the small
stuff, meaning, we should be ready to take care of everything, including the
small stuff, such as to make sure the journalists receive comprehensive news,
the microphone is ready to use for press conference, the message is not
misleading, which venue is suitable and meet the budget, etc. Perfection in every
single aspects is inevitable in PR.
PR practitioner should be keen to identify which media is influential, in
attempt to conduct appropriate story and approach for the market. The point is to recognize the medium
and love the medium. Noting bylines and blog profiles, followers, viewers and
database. Understand all the interesting conversations going on, so then we know where and how to be involved.
Research and observe is a must, the
ability to collect and sort is vital in everything a PR person do. Starting
with market understanding and situation analysis to get the background before
we start develop our proposal, and or interviewing a journalist/ blogger. It is
vital to have the ability to understand the company background and its industry
field, in connection with the understanding of their ability to achieve their
goals.
Reference:
Grunig, L.
A., Grunig, J. E., & Dozier, D. M. (2002). Excellent public
relations and effective organizations: a study of communication management in
three countries. Mahwah, N.J: Lawrence Erlbaum.
Sincere,
Indri
Ervianti
Curtin/
LUCT
12541054/
110027720
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