Public Relations. A job that everyone talk a lot about, but not many people truly know what it means.
PR is a job that encompasses many different things aka why it is hard for people to fully grasp. The official definition according to PRSCA, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Even the definition is broad.
This is my favorite thing about PR, and the thing that stresses me out the most. I love it because I can virtually do anything with my degree. Whether I want to go into branding, advertising, communication, marketing PR majors are equipped to go into those companies. Even hospitals, food-stores, every company needs a PR team.
On the other hand, with so much power given to people with this degree you have to choose. You, yourself has to decide where your skills work and what makes you passionate about the work you’re doing.
Although PR is so versatile and there are so many different sectors, PR professionals have to be good at a couple of key things: communication and design.
Just like the definition says, PR is about communications between the publics and the company. If you don’t know how to relate to people, and can’t hold a conversation with them then the other work you have put in is useless.
But how do you get the conversation started? With the implementation of your campaign and design.
It’s no secret that today’s world is on social media and the internet more than ever before. Because of this, a lot of what PR professionals are doing and showcasing is digitally designed.
For example, digital portfolios. Similarly to the one you are on right now, digital portfolios are one of the easiest ways to impress employers. You are able to showcase your past works, and show your personality through the way you edit and create your website. You can also display your resume, in PDF version or via drop-down items.
Another key program when entering the PR field is Adobe Creative Suite. Whether is be Illustrator, InDesign, Lightroom, Photoshop, or AfterEffects you are more than likely going to be expected to know or be proficient in one of these programs. This is especially useful for college students as Adobe has been pairing up with more and more colleges to make Adobe Creative Suite free for all active students.
Design is also very important for a company’s brand. When communicating with the publics your message and style needs to stay the same. As a PR professional it is your job to make sure everything is consistent. If you have an idea of current styles and designs, more people are inclined to recognize your company.
The more skills you have, the more useful you are as an employee. When it comes to PR, design is an essential part of the job and makes you much more likely to be hired.