Categories of PR practitioners 1 Communication Technician Mainly perform tasks

Categories of pr practitioners 1 communication

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Categories of PR practitioners: 1. Communication Technician - Mainly perform tasks such as writing news releases, drafting speeches, producing videos, editing newsletters, organising displays, etc. - Task often associated with entry-level jobs 2. Communication Manager - Competent in directing research, making decisions, planning projects and campaigns and solving problems a. Tactical Manager: Makes day-to-day decisions on many practical and specific issues b. Strategic Manager: Concerned with management, trends, issues, policies and corporate structure Role of PR - Helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions serves to bring private & public policies into harmony - Serves a wide variety of institutions in society such as business, schools, hospitals and govt agencies must develop effective relationships with many different audiences or publics such as employees, local communities and customers in order to achieve their goals - PR practitioner acts as a counsellor to management and a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action - PR practitioner uses a variety of professional communication skills and plays an integrative role both within the organisation and between the organisation and external environment - As a management function, PR encompasses the following: Anticipating, analysing and interpreting public opinion, attitudes and issues that might impact the operations and plans of the organisation Counselling management at all levels in the organisation with regard to policy decisions, courses of action, and communication, taking into account their public ramifications and the organisation’s social or citizenship responsibilities Researching and evaluating communication to achieve the informed public understanding necessary for success of an org anisation’s aims STRATEGIC COMMUNICATION AND INTEGRATED COMMUNICATION Strategic Communication - Intentional communication, with a purpose and a plan - Based on research and is subjected to eventual evaluation - Either information or persuasive, common purpose is to build understanding and support for ideas, causes, services and products - For instance: PR, Marketing Integrated Communication - The blending of communication functions within an organisation designed to make all aspects of communication work toward common goals, increasing impact at minimal cost - PR and marketing communication are distinct yet overlapping fields PR is a management function that classically focuses on long-term patterns of interaction between an organisation and all of its various publics, both supportive and non-supportive. Seeks to enhance these r/s, thus generating mutual understanding, goodwill and support Marketing is also a management function but focuses more immediately on products and services that respond to the wants and needs of consumers. Seeks to foster an economic exchange between an organisation and its consumers. Relies heavily on advertising and
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