In my last public relations class, I learned that public relations is the management of complex interactions between an organization and it’s publics. To me, this definition encompasses many different things. Through my personal experiences with working in three different areas (corporate PR- Verizon Wireless, small firm- JDPR, and law firm- Toussaint Law Firm) I’ve learned that a public realtions practioner wears mutliple hats. Writing press releases, constantly keeping in contact with the media, developing new ways to pitch ideas, working with a company’s philanthropy, making flyers and brochures to distribute, and tracking media clips are only a few of the many things that I witnessed my fellow co-workers continuously do at my internships.
Now, as times are changing and more news is becoming “citizen news” through social media, PRos must keep up with the new technology that is being invented. Through Twitter, blogs ,and Facebook, YouTube and other forms of social media, a company can be praised or totally ripped apart within moments. It’s scary to think that people who may not have any expertise on a part an organization that you represent can easily bad mouth it and cause permanent damage.