It seems lately, if you are in public relations, your job might be equated with something along the lines of being a unscrupulous used-car salesman. BP, the government, and even my beloved Apple, have contributed to the notion that PR is the cover-up agency for bad behavior or a poor product line. As Communications and Public Relations Director of AIGA Connecticut, I thought I’d write a few paragraphs on what I believe public relations is and why it’s important for your organization or business.

“There are four ways, and only four ways, in which we have contact with the world. We are evaluated and classified by these four contacts: what we do, how we look, what we say, and how we say it.” – Dale Carnegie (1888-1955) American Educator.

Public relations is a difficult term to define as different organizations have different notions about what the job entails. Briefly and simply put, it is exactly what the title says. A PR specialist develops and nurtures relations between the organization and the public with the mission of creating goodwill and understanding. This road runs both ways, the PR person is not only responsible for presenting a positive image of the organization but will also analyze the public’s perception of an organization (good and bad) and find ways to implement procedures or policies that will create favorable services, products and missions. In short, it’s quality customer service.

A PR person is also responsible for creating and maintaining relationships with the press. Entreprenuer.com defines Public Relations as : Using the news or business press to carry positive stories about your company or your products; cultivating a good relationship with local press representatives. Working to garner publicity is the polar opposite of advertising. Advertising is paid while publicity gained through PR channels is not and so this makes PR quite cost effective. Used in concert with good visuals and graphic design, a solid PR campaign or an article published in a magazine or newspaper will be long remembered.

Many people believe that the job of public relations is to spin bad press into good company image at any cost. While damage control is certainly a unfortunate function of the PR department, dishonesty and deception is never a viable option. We saw this especially with BP where lack of transparency, deception and uncooperation was the MO for that company’s crisis management plan. PR professionals are those individuals who are equipped to handle great amounts of pressure and deal in crisis with diplomacy and tact. They are also the people who might tailor or help executives of a company present a polished public appearance in times of crisis (something BP could have benefited from). Anyone can lie but it takes skills to set things right.

What are those skills? An excellent command of written and verbal skills are essential. Writing will always be required especially now with greater emphasis on social media. The job requires a high level of communications, multitasking and networking but it also requires the ability to see a situation from several points of view and to work as mediator. A solid press and advertising background is obviously very beneficial as is knowledge of social media, internet and computer skills.

Public relations is not a 9-5 kind of job. The hours are long, the work is vast and there is a big difference between skills which can be learned and those which come natural to a public relations professional. Interpersonal communications and people skills are key. Good manners and courteous behavior goes a long way toward cultivating relationships of any kind, and lots of stamina and creative problem solving abilities are also crucial.

There is a good amount of social interaction required and those unfamiliar with the job often think that PR is a pretty glamourous gig. Yes, there are parties, luncheons, and public appearances. Sometimes the partying is fun and sometimes its absolutely exhausting because these social events are the times when a public relations person is on duty in addition to the 8, 10 or 12 hours they’ve already put in at the office.

Any organization’s PR department needs tools. A typical PR and communications tool box should contain the following items:

• Email and contact lists
• Photos and a photo archive
• Logos and graphic design selections and requirements
• Updated websites/blogs/social media channels
• Podcasts/Videocasts
• A press kit – press releases, executive profiles, fact sheets, mission statements, demographics, photos, events (past and present)
• A media or press section on your website or blog (include items from press kit)
• A crisis management plan (just in case . . . better to be proactive than reactive)
• Press passes

If you are beginning or thinking about a career in public relations you might think it’s rather intimidating to get out into the public eye, meet new people, call a newspaper editor or make a public speech. Use the talent you have. PR avenues generally fall into 2 arenas: Informative and persuasive. My positions in public relations, and my writing as well, generally fall into the area of informing the public and the organizations I work with. I am not a sales person nor am I particularly good at persuasion. I’m simply not equipped to be that person. But I am a writer, so my job has a lot in common with journalism which I love. I’m also quite selective about the companies and organizations I work with. I have to believe in what they believe. My heart has to be invested in that job.

So, I hope this helps clarify a bit what my philosophy is on public relations. I’d be interested in your thoughts too.