Public relations’ daunting question: “So, what do you do?”

By: Anessa Quintanilla

If you are a student, professional or simply an enthusiast in the public relations field, chances are you have had to describe what it is to curious outsiders. I have had my share of questions and misconceptions about my career choice from several friends and family members. Many of them still think I am studying to be a news anchor or reporter as I near the end of my senior year in college. Nonetheless, I often find myself reflecting on the broad spectrum of responsibilities associated with public relations professionals. 

So what exactly is public relations? To put it simply, it is a profession that manages and leads the communication between organizations, companies or individuals and their audiences. Many roles, duties and strategies that go into the success of public relations campaigns and initiatives are often masked by inaccurate assumptions. 

Although there are countless misconceptions about public relations, here are a few clarifications  to give you an idea of what this profession entails:

“Public relations is the same as advertising.” 

A main aspect of public relations is to increase brand awareness for clients, which can often be seen as falling under the same umbrella as advertising. One of the key differences between public relations and advertising is earned media, which is a form of publicity that is obtained through efforts like pitching and promoting rather than paid advertising. Public relations focuses on building relationships with journalists and the public in order to spread its message and enhance their clients' presence online and in other forms of media. With the rise of new technology and clients’ needs, we are seeing more of an integration between these two professions. However, public relations is still focused on garnering attention and developing a favorable image for clients through promotional efforts like media or influencer relations, news releases and campaigns. 

“You don’t have to write or work as much in public relations.” 

Since public relations professionals are not considered reporters or journalists, it is often assumed that they do not have to write as much aside from traditional press releases. Media has also portrayed public relations professionals in a glamorous light as they are usually seen booking gigs for their clients, attending or planning events and chatting with celebrities. Although this may be the case for some individuals, public relations is way more demanding and writing intensive. Public relations professionals can write various content ranging from media pitches, press releases, public announcements or apologies, website copy, agendas, social media content to even emails. Being able to properly communicate through written messages is a major skill to have in this profession. It is also important to note that in the world of public relations, not every day is the same. Professionals can have days full of meetings, contacting the media or clients, working on the latest projects and tracking press coverage. Depending on their initiatives, their workload is constantly changing. 

“Public relations is about putting a spin on information.” 

Some main incentives in public relations are to create positive narratives and develop a favorable image for clients. This can lead people to assume that public relations professionals are experts in bending the truth or manipulating the media in order to receive good publicity. However, public relations is a lot more ethical and strategic in receiving the public’s support. This is where the vast potential of public relations comes into play as professionals develop plans to engage with their audiences and carry out key messages that boost their clients’ image. Deliverables can include interactive campaigns, media coverage from news organizations and magazines or original content that can be shared across various forms of media.

Overall, public relations is a very well-rounded profession that is centered around branding, creativity, relationship-building and communications. It can be found in almost every industry imaginable such as entertainment, non-profit, travel, food and technology with different responsibilities that reflect those sectors’ needs. There is so much more to public relations than meets the eye. I am sure questions and speculations will continue to arise with this ever-changing field.