Public relations - Research Paper Example

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Public relations

Effective PR is crucial in today’s culture, especially given the media saturation. Public opinion and image now account for a lot in the increasingly influential social media realm. PR is the art of making organizations look good. Professionals normally work in the background with research on public opinion, courting of journalists, and sending press releases (Gregory 2). This is done to position their employers as ethical, concerned, and positive role models. I recently talked to Tatiana Soprano, the PR manager at Ritz Carlton in Biscayne, Florida. She clarified that, while it is difficult to separate advertising from public relations, advertisers seek to sell products and PR focuses on shaping the image of that product. “Whereas marketing uses targeted communication and research to attain their desired action,” she says, “PR professionals seek to get unpaid for publicity in the media”. By cultivating relationships with journalists and reporters, PR can be used as an effective marketing tool although it has a disadvantage in that it does not complete the information process. This paper will cover the work of a professional PR manager and the way they handle the press. One question, which I asked Miss Tatiana, was what exactly a PR professional does. She intimated that PR professionals actually work in order to access free publicity for their client. Earlier on, this was handled by sending a press release to journalists that included information required in writing a story on the hotel in a positive way. ...
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Summary

Effective PR is crucial in today’s culture, especially given the media saturation. Public opinion and image now account for a lot in the increasingly influential social media realm. PR is the art of making organizations look good…
Author : wklein
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