Planning and implementing efforts to influence or modify public attitudes, government regulations, and other factors affecting an organization's survival or success. Managing the resources needed for the public relations function, including staff, consultants, facilities and equipment. Today, a liberal arts major is still preferred, though several courses in public relations is recommended. Helpful subjects to study include communications theory, writing for the media, copy editing, layout and design for print and broadcast materials, and principles of advertising. Minimum recommended courses encompass public relations principles and practices, publicity and media relations, case problems, and an internship.
Electives cover management communications and public opinion research.
Their knowledge and skills must be supported by expertise in opinion research, direct mail, institutional advertising, publications, broadcast and print production, speeches and presentations, meeting management, and much more. They must be able to respond to a host of challenges in the context of the times we live in. Certain trends are responsible and, while they vary in degree from country to country, they can be considered a driving force in the growth surge of public relations around the world. Public Relations Agencies - Depending on the size of the agency, you may be one of a few Junior Account Executives or one of dozens. In a large agency, you will be a small fish and will be asked to do a lot of work.