The Insider's Guide to PR: Chapter 3 PUBLIC RELATIONS DEFINED

This chapter sets out to define some of the different disciplines used by PR consultancies. Fortunately, the following transcript of a PR job interview is not exactly typical of what would-be executives can expect! However, an interview is often educational, so read on for a verbal walk through the world of PR.... Interviewer (I): Welcome to Voice Consultancy Applicant (A): I: A: Good morning. It’s very nice to meet you. So, why are you interested in PR? I’m quite a sociable person, and think I may have the right communication skills for the job. Right. I hope you don’t think...
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The Insider’s Guide to PR: Chapter 3 PUBLIC RELATIONS DEFINEDThe Insider’s Guide to PR: Chapter 3 PUBLIC RELATIONS DEFINED This chapter sets out to define some of the different disciplines used by PR consultancies. Fortunately, the following transcript of a PR job interview is not exactly typical of what would-be executives can expect! However, an interview is often educational, so read on for a verbal walk through the world of PR.... Interviewer (I): Welcome to Voice Consultancy Applicant (A): Good morning. It’s very nice to meet you. I: So, why are you interested in PR? A: I’m quite a sociable person, and think I may have the right communication skills for the job. I: Right. I hope you don’t think it’s all about ‘doing lunch’? A Errrr...well I know it’s not like Absolutely Fabulous. I: I think the days of the PR lunch are long gone, to be honest. But we’re not here to talk food – or perhaps we are – the team you would be working with is currently launching a new range of biscuits. It’s a fairly typical Consumer PR campaign really. A: So, I’d be writing press releases about the product, and sending them to journalists to see if I can get them interested in the launch? I: Yes, although that is selling the job very short! Researching the right media for your press releases and ringing round news and feature desks would also take up a lot of your time. It’s a part of our work that is termed Media Relations and it plays a crucial part in most campaigns. You need to be good on the phone and not shy when it comes to talking to strangers. A: Right. I like the sound of that. How about organising events – perhaps a launch party or something? I: We do that here too, but that is really the work of our Events division. Not every product launch gets a party. Fashion PR involves a lot of Events Management – have you ever thought of going into that? A: Yes, but at this stage I’m reluctant to specialise in a particular area as I don’t really have the experience to know what I really want to do. I Fair enough. Well, we are a Full Service PR agency. As well as the consumer and event divisions already talked about, we have a Corporate PR team, who work to strengthen the overall reputation of some well known companies. A lot of the work is classified as B2B (business-to-business) – that is promoting the company to other businesses, rather than to the general public. Sometimes though, in crisis situations, it can be a question of keeping our clients out of the press – that is usually what we term Issues or Crisis Management. A Right. That sounds extremely interesting and I’m surprised by how many different disciplines you offer here. Actually, thinking abou ...