PR specialists prepare and distribute fact sheets and news releases to the media. They plan organizational publications, such as newsletters or brochures, to send to employees or stockholders. And when misfortune strikes an organization, PR specialists devise and implement strategies to handle the media and to rectify the organization s image. Because of the diversity of duties and level of responsibilities, the education a PR specialist must have differs. Morris Rotman, author of Public Relations Careers , agrees.
Sociology helps the professional to tune into rapidly changing fads and trends.
Messages must continuously appeal to the audiences toward which they are directed and the process for getting that message across changes from month to month, week to week, even day to day. The general public can be fickle and the public relations person must adapt to these constantly changing moods and preferences. Indeed, public relations is an inviting and needed field that offers a variety of employment opportunities. Not only are there diverse employers, but there are various types of public relations. Distinct as these parts may be, these parts work as a whole to accomplish a common goal.