Public Relations: Scope and Career Opportunities

Public Relations is the science and art of maintaining the relations between the public and an organization.There are many career opportunities available in this area for communication students

By George

Published: Tuesday, July 18, 2017, 17:15 [IST]

Public Relations is the science and art of maintaining the relations between the public and an organization. The organization can be a business organization, a non for profit organization, an institution or an individual, who requires the exposure and management of their image in the eyes of the public.

Unlike advertising and marketing, here the Public Relations Officer (PRO) focuses on using the resources to create an impact, rather than making the public pay. Advertising and marketing, persuades and convinces the masses to buy the goods and services, but public relations deals with the intangible value of the organization or individual that the public holds.

Public Relations: Scope and Career Opportunities

It aims to make the public- the prospective customers, stakeholders, partners, employees etc to maintain a specific idea about the organization and its various aspects like, leadership, decisions and the products.

How to become a Public Relations Officer?

A PRO is the kind of person who can make the public understand the importance of the brand. They need strong skill set that will help them in persuading the public.

Though this might be more of a skill one innately has, getting a degree or a diploma while majoring in PR will help in the academic understanding of the field of Public Relations.

A person who is interested in PR can take up any stream in their class 12 board examination or its equivalent and can pursue for any bachelors degree. Though many students of Journalism, Mass Communication and English tend to go for further studies in Public Relations.

After your undergraduate course you can take up a Masters degree in Public Relations. This can be offered in various types depending on the institution and the course that is provide. Many colleges have Masters in communication while focusing on PR.

There are PG Diploma courses, which goes on for 1 year, which focus on Public Relations.
You can also take up an MBA with Public Relations as a major

Many students go on to study abroad for courses like Public Relations. One can continue their academic career by talking up an MPhil and finally heading towards their doctoral degree in Public Relations.

To become a PRO, one must start working and experience is to be gained. The real know;ledge and the strategy development is learned when one gets in to the field.

What does a Public Relations Officer?

A Public Relations officer, takes care of the relation between the organization/ individual and the public. To do the same, they take up quite a load of work:

They write press releases, and decide when to announce important decisions that will affect the image of the client.
Carry out fund raisers and events which will help in elevating the positive side of the organization.
Help in effective and positive communication between their clients and the public, which includes the media.
They maintain the image of their client and keep up their identity.
During situations where the client is not available for comments or is unable to deliver one, they represent the client.
They keep up the buzz about the client on all media possible.
Manage crisis and damage control if there are serious situation which might harm the image of the client.

Also Read: What is Data Journalism? Should Journalism students care about it?

What Skills will you Require to become a Public Relations Officer?

A Public Relation officer requires a super set of skills. They need to be up to date with details, quick and smart thinking. The situation and image of the client depend on their shoulders. One wrong move and the client might receive negative attention or worse, lose the attention on the whole.

A quick thinker and problem solver.
Excellent communication skills - both written and spoken.
Highly skilled in persuasion and convincing.
Must know how to talk out of situations and be diplomatic.
Should have excellent marketing strategies and ability to execute them.
Should understand how people and group dynamics work.
Must be ready for any kind of situation

Scope of Public Relations in India

PR as an industry emerged in the 90's in India and has gone along to become one of the most competitive and rewarding career opportunities. Though there is growth, there is also lack of skilled professionals, which makes the career a pool of opportunities for newcomers who have polished sof skills and experience.

There are agencies popping up everywhere, because every organization, every client who has a public profile needs to be groomed and showcased in a positive manner.

How much will you be earning as a PRO?

A Public Relations Officer can earn an average salary of Rs. 4,84,604 a year. This figure is achieved by people who have experience for more than 10 years. As one starts off their career and gathers mor experience and knowledge their salary will increase with time. The people the PR has mabaged is also taken into consideration.