In the last century, the field of public relations was primarily for politicians and government agencies. But with the growth of media outlets and increased public attention to what major companies are doing with their time and money, the reach of PR extends to a variety of critical industries. Technology and advertising have created a whole new playing field.
Public relations professionals are trusted with the challenging task of interpreting and distributing information about a person or organization. According to Jim Senior, member of the Public Relations Society of America, the task is to decode the professional message and then to “make it relevant and accessible” to the target audience. Often, this is easier said than done; which is why professionals in the PR industry are so valuable. Here are some of the ways public relations strategies are utilized in the technology and advertising sectors.
PR in Technology and Advertising
- Bridging the Gap. PR experts are constantly seeking out new ways to connect technology executives with media outlets. The task here is to make industry-specific jargon understandable and valuable to the public.
- Remaking the Image. For the American Association of Advertising Agencies, the issue is rebuilding public trust in the wake of TV, radio, and Internet advertising methods that have gone awry.
- Building a Reputation. In all industries, public relations is the key to improving the reputations of organizations that are seen as distant and inaccessible.
Building Your Own PR Skills
If you are new to the public relations field, or are a seasoned veteran looking to improve your abilities, here are some helpful tips from the Public Relations Society of America.
- Media Relations. This is a niche department of PR and a good one at that. If you’re particularly interested in working directly with journalists, look for this specialty.
- Training. Listen to conversations between journalists and experienced public relations professionals for accurate cues and best practices.
- Practice, Practice, Practice. Know your client’s expectations, anticipate any questions that they might receive, and plan, plan, plan.
This is an exciting time to be in the public relations business. Build your PR capabilities and you might find yourself on your way up the career ladder before you know it.