Public Relations Strategies and Opportunities
- Examine the rhetorical strategies that you have learned in this course and appraise their importance in your future efforts to produce effective and persuasive public relations messages
- Examine the many duties and responsibilities of public relations practitioners. Identify job opportunities of interest to you and describe your career path plan as it aligns and relates to the public relations field.
- Evaluate your final project submission in an objective manner. If you could do it over, would you change your response to the public relations situation? If so, how? What have you learned during this session that will help you to create effective public relations responses in the future?
As a Southern New Hampshire Junior working towards a bachelor’s degree in psychology with a minor in communication and a certification in Human Resource Management, I have found this public relations course to be helpful towards my future job opportunities. Public Relations has demonstrated to me the difference between good and bad public relations, it has shown me how a public relations situation should be handled, and taught me the way to handle a public relations scenario. This public relations course has taught me about the strategies public relations professionals employ, about careers in public relations that do not involve public speaking, and how to create an unbiased press kit.
Throughout public relations I have examined different public relations rhetorical strategies that were used and misused by companies, organizations, and individuals. The public relations that I found the most interesting were the Tylenol murders, Carnival cruise line crisis, and the Kenneth Cole case. The Tylenol murders’ case study taught me about how public relations should be handled, the Carnival cruise line crisis showed me what can happened when public relations is not handled correctly, and the Kenneth Cole case demonstrated how a single Tweet can alter the public’s perception of a brand. I plan to use the lessons that I learned from observing how past public relations scenarios unfolded to shape the way I will handle public relations in my future career.
I have yet to decide on a set career path that I want to take, however I did find several jobs in public relations positions interesting. I found that I was intrigued by the idea of starting a career after college in public relations research or public relations writing. Prior to this course I thought that public relations automatically meant public speaking so I tended to shy away from careers in public relations. A public relations researcher is responsible for “conducting opinion research, which involves assisting in the public policy formation process through the coordination and interpretation of attitudinal studies of key publics” (Seitel, 2013, p.92). A public relations writer “coordinates the institution’s printed voice with its publics through reprints of speeches, annual reports, quarterly statements, and product and company brochures” (Seitel, 2013, p.92). Both careers would fit with my current educational path of psychology as both require an understanding of how people think and react. I believe that I would find interest in being a public relations researcher and/or a public relations writer as I enjoyed both writing and conducting the research for my Paula Deen press kit.
I conducted the research and creation of my Paula Deen press kit in an objective manner without allowing my emotions to influence the completion of the kit. If I were to redo the project, there is nothing that I would alter about the information provided in the kit, however, I would add more design elements to the press kit. My design and layout was limited by the fact that I created it in Microsoft Word which had several design limits that I had to work with. The response that I gave to the public relations situation was the only response that I could give due to the fact that this situation was not a fictional scenario, but reality. Paula Deen had already made her apologies and was moving on with her brand and her life prior to the creation of the press kit.
Public relations has taught me ways to create an effective public relations response if I have the need to in my future career path. The public relations scenarios that I examined throughout this term have taught me about which strategies work and which strategies are to be avoided. The upfront approach demonstrated in the Tylenol murders worked wonders with the public. While the silence and the just throw money at the problem approach shown by Carnival cruise lines only earned the company the public ire. These strategies have shown me that a public relations response needs to be open, upfront, truthful, and fast in order to appeal to the public and avoid ruin.
Seitel, F. (2013). The Practice of Public Relations (12th ed.). Harlow: Prentice Hall.