TOW: What is public relations?
A second thing that I believe a person in public relations should be responsible for is giving the public and the media a better understanding of how the company works. The ability to give the company you work for an edge that makes them stand out from the crowd must also be present. You should be able to produce ideas that make them more appealing and interesting to not only the public, but to the media as well. It’s important to get the public’s attention because they are the buyer/supporters of a product, but the media is the tool that is ultimately responsible for selling it. It is also necessary to give a sufficient amount of attention to the media so that you may monitor different outlets for public comments about the company. Not only should public relations help sustain a positive image, but they should be ready and prepared for any clean-up. Obviously not everyone will be a supporter of your company, so it’s important to have some foresight and a plan in case any negative comments are made. Essentially, I view public relations as using all of the efforts to establish the company or organization you work for as reputable to the public eye and to draw people to learn more and eventually do business with the company.