THE PUBLIC RELATIONS PROFESSIONAL
It takes a certain personality to handle the chaos of a public relations
job. Some people thrive, and others can’t survive, in the fast-paced,
high-stress world of public relations.The Public Relations Personality
Successful public relations professionals are organized, detail-minded
individuals who have exceptional speaking, writing and communica-
tions skills. They are able to take leadership roles and to delegate
responsibility. They are flexible, adaptable, open-minded people who
can make sound judgments. They are willing to take risks based on
solid research. They have creative, original ideas of their own. They
believe in an ethical, honest approach and possess the integrity to
stand up for it.
Among their job responsibilities are:- working with the media
- building relationships and partnerships with other
organizations - writing news releases and preparing public service
announcements - designing and producing newsletters and company
publications - managing crises
- arranging special events
- conducting consumer surveys
- handling consumer relations
- ghostwriting speeches, articles and letters for their
employers - giving speeches and presentations
- formulating policies and procedures
- managing the image of company officials
- advising senior management
- working with volunteers
- money-raising
The Public Relations Events Planner
Planning, organization and time management skills are crucial to
the success of all the activities journalists and public relations profes-
sionals do. Planning events is part of the job for many public relations
professionals. Although it may not seem that planning a formal cer-
emony or a gala party is a job for a journalist, these activities draw on
many of the same skills used in other facets of journalism. Speaking to
those who will get the information and plan the event, writing invita-
tions and knowing how to get media coverage require the same kind
of organization and knowledge a reporter uses in planning, researching
and writing a story.488 MIXED MEDIA
OutTake
Bias-free Barbie
Mattel, Inc., made a political blunder
when it introduced Teen Talk Barbie.
“Math class is tough,” Barbie said.
“Sexist,” the American
Association of University Women
said, referring Mattel officials
to the AAUW research on how
schools treat girls differently
than boys.
Mattel immediately announced
that it would remove the offen-
sive computer chip. It offered to
change the chip for purchasers
who returned the offending doll.
“In hindsight, the phrase ‘Math
class is tough,’ while correct
for many students both male
and female, should not have
been included. We didn’t fully
consider the potentially nega-
tive implications of this phrase,”
wrote Mattel's then-president
Jill E. Barad in a letter to the
president of the AAUW.
Source: Adapted from Seitel, Fraser
P., The Practice of Public Relations,
6th ed. (Prentice Hall: Englewood
Cliffs, NJ).