Prof. Bivins gave the example of PR personnel getting a NY Times front page mention of the 50th anniversary of Teflon. Product promotion is often very subtle. Media coverage is more believable, credible than direct info. Fact that you do not pay for publicity also makes it more credible. Anybody who lobbies represents a special interest.
Person keeps track of all regulation coming down the track.
Public affairs personnel may perform both of these jobs. Fund raising and membership drives, e.g., public television and radio drives, join for money. Job needs people who like deadlines, are good at logistics, good at working with other people, and who can put up with frustration. Some functions use little research, some a lot. Evidence based on survey of PR practitioners.