Bulletin No. 25 | January – February 2005

PUBLIC RELATIONS

Overview of the Profession

Public relations as a profession is changing rapidly. Globalization of worldwide markets and organizational restructuring are two major influences on the practice of public relations. Practitioners are no longer technicians who shape and distribute the messages from their organizations, they are demanded professionals who shape the relationship of the organization with its various constituents.

Public relations practitioners are to bring not only all traditional and conventional communication skills, but to be recognized in the boardroom, they must bring the ability to research, to understand problems, to plan the public relations programs, to create effective messages and to evaluate the effectiveness of the programs. To achieve these, he or she must posses the communication expertise and social sensitivity to enable organizations to adapt to the changing business and social environments.

Here are some specifications in practice :

Counseling – Research – Employee Relations – Media Relations – Community Relations – Public Affairs – Government Affairs – Issue Management – Crisis Management – Reputation Management – Financial and Investor Relations – Legal and Litigation – Industrial Relations – Fund Raising and Special Events – Minority / Multi cultural Relations – Marketing Communications.

A multi discipline approach has characterized the practice of public relations. We believe that with a blended working experience in journalism, business management, psychology, and communication a person can acquire a comprehensive knowledge to enter into public relations world. Basically, public relations training falls into four categories : Knowledge, Business Skills. Public Relations Planning and Programming, Public Relations Implementation.

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HUMAN RESOURCE

Lifetime employment has ended.

You might be struggling with office politics or a difficult boss, facing ethical dilemmas, wondering how to get a promotion, or deciding if you should change your career field, the tips are suitable for you. In the dot.com company, the knowledge workers get paid foro their education, knowledge and mind. Here are the following tips to help you through the frustrating, confusing or downright disastrous times that arise as you attempt to manage your job or career successfully.

• Working Smarter, Not Harder

1. Expect to deal with ambiguous situations everyday
2. Put what motivates you in your job
3. Maximize your learning style
4. Blend your decision-making approach with those of others

• Managing Other’s Perceptions of You

5. Define your perceived and real image
6. Determined why you may have a perception gap
7. Alter or strengthen your real image
8. Locate your job as a centre of a small circle
9. Measure your professional success by your cumulative achievements
10. Accept that is Okay to go sideways
11. Redefine your career to include all aspects of your life

• Prioritizing Who is Important

12. Make yourself accessible
13. Return all message promptly
14. Manage your time by turning in client’ needs
15. Act and follow up quickly and consistently
16. Share relevant information with others
17. Handle conflicts before they handle you
18. Evaluate your level of responsiveness

• Approaching Your Job

19. Act enthusiastic and positive
20. Think like an owner
21. Find solutions to problems
22. Do grunt work with a smile
23. Be detailed oriented
24. Play for the team

(Source : Work Smart, M. Taub, M. Tullier)
Note : The tips will continue in the next editions – follow them through.

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