Why must PR-officer act quickly?
A public relations manager is in charge of overseeing how a person or company is viewed by customers or the media. Also called a PR manager or a public relations specialist, a public relations manager helps a company control its publicity. The job of a PR manager usually involves both generating positive publicity and managing negative publicity.A PR manager may have a number of different duties, depending on the nature of the job. Such a manager may be responsible for obtaining press releases to announce the launch of a new project or to inform the world of a new initiative. A public relations manager may also be responsible for generating interest on behalf of newspapers or other media outlets to carry the story.Getting the company's name out as a positive company and helping to develop a market presence are common duties of a PR manager. Managers devise programs and call on contacts and relationships to help a company grow. They also help the company determine what image it wants to present.PR managers may also assist a company in handling bad press. This can involve knowing in advance when a negative story is going to run, through the development and maintenance of contacts within the journalism industry. It can also involve helping a company prepare a statement or determine how to put a positive spin on a negative story that is published.
Should PR be dynamic? Why?
In the USA, political PR was already well established. To some extent, the British Labour Party’s campaign approach was based on that of Clinton’s US Democratic Party, where several Labour officials (including Gould and the party’s general secretary, Margaret McDonough) had temporarily worked. Globalization, the fall of communism as a competing ideology and business context, the increased competition that has accompanied deregulation in major markets, a greater understanding of the importance of consumers, particularly by consumer themselves, and the dual fragmentation/globalization of mass media have all affected public relations activity. The result is that it has become increasingly systematized and research-led over the last century, as has its business counterparts marketing, advertising and human resource management. Public relations has developed very rapidly in recent years, partly because management of various commercial and non-commercial organizations have discovered a need for public relations activities. There has also been a considerable increase in the means by which public relations messages can be conveyed – for example, through satellite, cable and Internet media – as the mass media generally has paradoxically fragmented and globalized simultaneously. It may also be true that the terms ‘public relations’ and ‘public affairs’ themselves imply something unduly special, but organizations of all kinds have been communicating for centuries. Modern public relations has, however, refined the techniques, integrated the action and given it a name, so that it is now a distinct discipline. Public relations has been organized professionally by the Institute of Public Relations (IPR) in Britain and the Public Relations Society of America (PRSA) in the USA. By 2002, the IPR had around 7000 members and the PRSA had around 20 000 members. The British public relations industry has seen an increase in demand for consultancy services over the last 20 years, although there has been Egan-Chap01 8/1/03 7:08 PM Page 4Introduction 5 a downturn in business at the turn of the new millenium. Total billings declined in 2001, with some estimates indicating a drop in industry income of around 15 per cent (Anon., 2002a), probably as a result of the downturn in the telecommunication, media and technology sectors generally. PR has been used to promote new industries (e.g. the computer , medical imaging equipment), new services (e.g. Internet banking), new technologies (e.g. Sony’s PlayStation), and new kinds of media (e.g. Internet and cable television).
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