A public relation representative provides the person who hired them with exposure through the media most times, although they may also arrange for speaking engagements and other such outlets. A “PR Rep” as they are called plays a vital role in the public image of the client.
In some cases, the representative is responsible for damage control. This happens in the case where a client has been found in some compromising position, such as arrested for DUI or drugs, the media has been made aware of it, and now, the public relations representative must try to stop the flood of negative publicity. Their job is made all the more difficult in this situation.
Most public relation companies are large organizations with many outlets available for their clients. Many celebrities today, however, have a public relations representative on staff. The representative in this case is on call 24 hours a day, 7 days a week as they will never know when they will be needed. Larger firms have many employees available and will not usually use one person exclusively for a client unless requested.
The first recognized public relations firm was started in 1912. It was used mainly as a way for politicians to spread their stands on issues through the media. The term public relations was used in order to avoid the negative connotation of propoganda.
Today, the field of public relations is rapidly growing and has spread to include many different professions, such as, publicist, media specialist, communications specialist and analyst. It is important today for anyone working in the public relation field to know about and understand all of the new media outlets coming out. With the invention of the internet, this field has spread even further than before, and now includes, blogs, personal web pages and much more.
The internet has also become the fastest way of getting the news out, negative and positive. And, public relation representatives must be able to react quickly in the event of negative publicity. These professionals must also be able to gather important information for their clients in the way of trends and fads. Many companies, politicians, and celebrities will tie in their publicity campaigns to the hottest trends in the market today.
The ability to gain and pass on knowledge is the key to a good public relation company. Clients depend on their public relation company to give them the latest, most up to date, important information available. One of the most crucial instruments that a good public relation company has is their list of contacts. Depending on the size of their contact list, a good public relation company can be a very powerful tool.