What is the purpose of PR-programs?
A public relations specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation. The client can be a company, an individual or a government. In the government PR people are called press secretaries. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices. Though the job often involves the dissemination of information, some view this cynically as "spin doctoring." There is an old saying about PR that 'Advertisers lie about the product. Public relations people lie about the company.' Regardless, the successful PR person must be a good communicator-in print, in person and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their client. They must keep lines of communication open between the many groups affected by a company's product and policies: consumers, shareholders, employees, and the managing body. Public relations people also write press releases and may be involved in producing sales or marketing material. Public relations is a good career for the generalist. A PR person must keep abreast of current events and be well versed in pop culture to understand what stories will get the publics' attention. It takes a combination of analysis and creative problem solving to get your client in the public eye. The content of the work is constantly changing and unforeseen challenges arise every day. As one public relations person explained, "In addition to the standard duties, a PR person might have to shepherd an alcoholic and half-mad (but brilliant) author through a twenty-city interview tour or try to put a warm 'n fuzzy spin on the company's latest oil-spill."
What is the difference between the goals of PR and journalism?
Although very different in practice, public relations and journalism are also professions that share many similar attributes and functions. The fundamental difference between journalism and PR is in who their work serves. The foundation of journalism is the desire to serve the general public and act as a balance and check on society and government. Journalists have the responsibility to serve the public's best interest - even if that means exposing hard or uncomfortable truths. Public relations', on the other hand, serves the interests of their client or the paying organization. There is a less stringent ethical or moral code involved in PR.Despite these inherent differences, journalism and public relations enjoy an increasingly symbiotic relationship. This symbiosis opens up a wider cross section of available jobs to those involved in these fields. If you're a journalist interested in learning more about public relations, why not try one many available public relations courses? Employers today are increasingly looking for a diverse range of skills from prospective employees, and PR courses are likely to put you ahead of the game whether you want to train as a journalist, work in public relations, or dabble in both.
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What is the press conference?
A news conference or press conference is a media event in which newsmakers invite journalists to hear them speak and, most often, ask questions. A joint press conference instead is held between two or more talking sides. In a news conference, one or more speakers may make a statement, which may be followed by questions from reporters. Sometimes only questioning occurs; sometimes there is a statement with no questions permitted. A media event at which no statements are made, and no questions allowed, is called a photo opportunity. A government may wish to open their proceedings for the media to witness events, such as the passing of a piece of legislation from the government in parliament to the senate, via a media availability. Television stations and networks especially value news conferences: because today's TV news programs air for hours at a time, or even continuously, assignment editors have a steady appetite for ever-larger quantities of footage. News conferences are often held by politicians (such as the President of the United States); by sports teams; by celebrities or film studios; by commercial organizations to promote products; by attorneys to promote lawsuits; and by almost anyone who finds benefit in the free publicity afforded by media coverage. Some people, including many police chiefs, hold news conferences reluctantly in order to avoid dealing with reporters individually. A news conference is often announced by sending an advisory or news release to assignment editors, preferably well in advance. Sometimes they are held spontaneously when several reporters gather around a newsmaker. News conferences can be held just about anywhere, in settings as formal as the White House room set aside for the purpose to as informal as the street in front of a crime scene. Hotel conference rooms and courthouses are often used for news conferences.
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