The PR person's role at these is often as a sort of shadow host, letting your client have the limelight, but making sure everything goes smoothly, and that all the journalists and photographers get the information and photos they need. You must also keep track of which reporters are there, so you know which papers will be doing stories on your event. Generally, your clients measure your effectiveness by the amount of media coverage you get. If you are considering a career in PR, think about whether you like to write and to talk to journalists. Also, consider whether you would enjoy organizing and overseeing events and parties, generating invitations, making sure members of the public and the media get to events, decorating creatively, ordering food, lining up speakers or entertainment personalities and making sure all aspects of events go smoothly.
Lets go back for a minute to the corporate firm that has CVS as a client.
They have a diverse client list that is fairly representative of a well-regarded middle size firm. I'll describe their client list to you to give you a sense of what types of clients you might work with in this type of agency. This type of client list offers room for creativity and some fun events. In considering what type of agency you want to work for, you would need to think about whether the clients' businesses interest you and how you might be able to creatively represent them. For example, with a toy manufacturer you might be able to put together a fun event for kids, something playful and exciting, maybe something you could pitch as educational or skill building, and draw media attention that way.