PUBLIC RELATIONS PRACTITIONERS
• A public relations practitioner is an individual who conducts public relations activities. He is responsible for building and
maintaining the image and reputation of the organisation. The PR practitioners plans and executes PR programmes such as
advertising campaigns, fundraising campaign, lobbying etc.
• The public relations practitioner plans on how to handle controversial situations with the press and other news sources. PR
practitioners use different forms of communication to establish a two way interaction between the organisation and other
groups of people.
Types of PR practitioners
i. In-house PR practitioner
• These are PR practitioners who are employed by the organisation whether private or public, commercial or non-
commercial. These PR practioners work exclusively for individual company or organisations because they are employed
by the organisation. The practitioners require special knowledge in a particular field that he/she is required to work.
ii. External PR practitioners/ consultancy practitioners
• These are individuals or practitioners who work as individual consultants or work for consultancy firms or agencies. They
provide independent services to their clients at a fee. Consultancy can vary in size and nature of services provided. They
are usually experienced in a variety of areas in order for them to serve their clients effectively.
iii. Freelance PR practitioners
• These are individuals who work for themselves i.e. they are given a contract for a short period of time by the organisation
when his/her services are required. They may not be employed on full time basis but their services are hired when the need
arises. They may also be engaged when specific projects needs to be carried out or when additional staff is required in case
of absence of staff member.
Areas/ fields where PR practitioners may work
• Financial public relations
• consultancy firms
• Media relations
• Community involvement programmes
• Marketing and sales promotions activities
• Employees communication/ relations
, PUBLIC RELATIONS PRACTITIONERS( CONT’D)
Qualities of a good public relations practitioner
• Ability to communicate effectively in both written and spoken words.
• Ability to organize activities and programmes i.e good planning skills.
• Ability to get along well with other people i.e must be a social person.
• Must have personal integrity and honesty.
• Must be imaginative and creative.
• Must be willing to learn in order to become better.
• Must have professional qualification and experience.
• Must have decision making skills.
• Must have problem solving and negotiation skills.
• Must have the ability to work under pressure.
• Must have self confidence.
• Must have ability to deal with all types of people.
Roles of Public relations practitioners
• Communication Facilitator- PR practitioner provides both management and publics with required information to enhance decision making.
• Problem solving facilitator- PR practitioners works with other managers to define and solve problems. This ensures that other managers think through the
organisation problems using public relations perspective.
• communication technician- PR practitioners provides technical communication services such as preparing and editing publicity documents, event management and
handling media content
• Organizations spokesperson- PR practitioners represents the organisation by giving a reliable source of information and he can speak on the behalf of the
organization.
• Organisations advocate- PR practitioners works together with organisation lawyers to represent the organization in legal matters.
• Relationship builder- public relations practitioners ensures that positive and long term relationships are developed between the organisation and its publics.
• Contact point- PR practitioners acts as a bridge between the organisation and its publics. He ensures that good will and mutual understanding is developed between
the organization and its various publics.
• Image builder- PR practitioner ensures that a positive image of the organisation is established and maintained, leading to public acceptance. This can be done by
trying to convert four negative attitudes to four positive attitudes.
• A public relations practitioner is an individual who conducts public relations activities. He is responsible for building and
maintaining the image and reputation of the organisation. The PR practitioners plans and executes PR programmes such as
advertising campaigns, fundraising campaign, lobbying etc.
• The public relations practitioner plans on how to handle controversial situations with the press and other news sources. PR
practitioners use different forms of communication to establish a two way interaction between the organisation and other
groups of people.
Types of PR practitioners
i. In-house PR practitioner
• These are PR practitioners who are employed by the organisation whether private or public, commercial or non-
commercial. These PR practioners work exclusively for individual company or organisations because they are employed
by the organisation. The practitioners require special knowledge in a particular field that he/she is required to work.
ii. External PR practitioners/ consultancy practitioners
• These are individuals or practitioners who work as individual consultants or work for consultancy firms or agencies. They
provide independent services to their clients at a fee. Consultancy can vary in size and nature of services provided. They
are usually experienced in a variety of areas in order for them to serve their clients effectively.
iii. Freelance PR practitioners
• These are individuals who work for themselves i.e. they are given a contract for a short period of time by the organisation
when his/her services are required. They may not be employed on full time basis but their services are hired when the need
arises. They may also be engaged when specific projects needs to be carried out or when additional staff is required in case
of absence of staff member.
Areas/ fields where PR practitioners may work
• Financial public relations
• consultancy firms
• Media relations
• Community involvement programmes
• Marketing and sales promotions activities
• Employees communication/ relations
, PUBLIC RELATIONS PRACTITIONERS( CONT’D)
Qualities of a good public relations practitioner
• Ability to communicate effectively in both written and spoken words.
• Ability to organize activities and programmes i.e good planning skills.
• Ability to get along well with other people i.e must be a social person.
• Must have personal integrity and honesty.
• Must be imaginative and creative.
• Must be willing to learn in order to become better.
• Must have professional qualification and experience.
• Must have decision making skills.
• Must have problem solving and negotiation skills.
• Must have the ability to work under pressure.
• Must have self confidence.
• Must have ability to deal with all types of people.
Roles of Public relations practitioners
• Communication Facilitator- PR practitioner provides both management and publics with required information to enhance decision making.
• Problem solving facilitator- PR practitioners works with other managers to define and solve problems. This ensures that other managers think through the
organisation problems using public relations perspective.
• communication technician- PR practitioners provides technical communication services such as preparing and editing publicity documents, event management and
handling media content
• Organizations spokesperson- PR practitioners represents the organisation by giving a reliable source of information and he can speak on the behalf of the
organization.
• Organisations advocate- PR practitioners works together with organisation lawyers to represent the organization in legal matters.
• Relationship builder- public relations practitioners ensures that positive and long term relationships are developed between the organisation and its publics.
• Contact point- PR practitioners acts as a bridge between the organisation and its publics. He ensures that good will and mutual understanding is developed between
the organization and its various publics.
• Image builder- PR practitioner ensures that a positive image of the organisation is established and maintained, leading to public acceptance. This can be done by
trying to convert four negative attitudes to four positive attitudes.
