The Power of PR
An artist picks up a brush and dips it into paint to draw a picture. A public relations person picks up a pencil and puts words to paper. The main ingredient that links these two endeavors is creativity. Neither will succeed without it. In fact, the public relations person has a lot more variable to consider, compared to the paint artist. The PR professional must take into account the nature of his or her audience - their age, socio-economic status, the cost of the project, availability of electronic and written media outlets, even the weather and the environment. The list is endless. In what arena do PR professionals work? Chances are that with the exception of hard news, every story you read in a newspaper or magazine or hear on the electronic media has a degree of public relations. The paper writes a restaurant review. How do you think the food editor found out about the restaurant? A charity runs a celebrity golf tournament and you can't wait to join the group so you can play along side some Hollywood actor. Would you be so quick to pay and play if there were no celebrities in the field? The president of the United States goes to church and is seen exiting and getting into a limo as his dog greets him with a wav
A good PR professional must be extremely creative and know instinctively what audiences or customers are looking for. They research a story, check out their sources, check names, dates, places, etc. The public is much more influenced by a soft sell story than a paid advertisement. On the more local level, with the proper attention to detail, good contacts on the part of the PR person in the electronic and written media, well-written press releases, and creativity and ingenuity, it is a safe assumption that the PR campaign will be successful. Think how many products would enjoy tremendously increased sales if Oprah Winfrey or Regis Philbin endorsed them. Often times, the client will choose a combination of both. Of course, some products, such as the week's grocery sales, do not lend themselves to PR. Someone scheduled all that and then alerted the press so that there would be photographers and journalists on hand. A good campaign reinforces the PR professional's ego, makes him feel confident, and ready to tackle the next job. Photographers would capture smiles and laughs on all of the faces, which would be a positive thing for the home. In some cases, former government officials and celebrities are paid huge sums just to have their name associated with a product. It is up to the businessperson, or charity professional, or health care giver to determine what direction he or she wants to see news about their product reach the public. This can be as a monthly retainer or for a one-time event. That scheduler would be the White House Press Office, which is a quintessential PR tool, and the goal is public approval, which will translate into votes at election time. If a newsperson is wrong, watch out! Case in point is Dan Rather and the supposedly forged National Guard papers.
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Acceptance Essays
