Customers, financiers, journalists, and other media professionals are all dealt with by public relations professionals. They are known as campaign staffers in administration. They keep the population updated regarding government leaders' and departments' actions. To sustain collaborative relationships with the organizations they engage with, public relations practitioners must comprehend their issues and perspectives. They write press statements and reach out to persons in the industry who might be interested in printing or broadcasting their work. Numerous broadcasting specialized broadcasts, newspaper pieces, and newspaper columns begin on public relations professionals' desks. Public relations professionals also fund business events to assist preserve and strengthen their institution's or customer's culture and reputation.

They also use press statements and appearances to assist their institution's target audience to understand its viewpoint. They keep an eye on cultural, economical, and political changes that may have an impact on the company, and they provide recommendations to improve the company's image based on such trends.

Eligibility Criteria

• Must possess at least 50% aggregate from a recognized institution in 12th, from any board PUC/CBSE/ICSE/ISC, etc. However, the cut-off margin varies with the selection process of different colleges.
• Should procure a valid score in entrance exams such as UGAT, CUCET, CAT, etc. Different colleges offer their entrance exams if you don’t have a satisfactory score in JEE or other competitive exams – colleges like NMIMS, Symbiosis International University, XUB, Andhra University, LPU, etc. Every state offers its entrance exam as well.
• One must earn a degree in B.A/BBA or a Diploma to become a Public Relations Specialist. This is a basic qualification you must require to enroll in this line of work.
• An M.A in Public Relations can also prove to be helpful while looking for a higher degree and better learning.

Tasks to perform

• Design or supervise the creation or implementation of initiatives to preserve a favorable overall or shareholder view of an institution's successes, objectives, or protecting the environment.
• Create strategies or resources to convey organizational operations that protect the economy, community security, or other critical political consequences.
• To establish media relations tactics that will impact popular sentiment or support ideas, goods, or activities, research the goals, suggest recommendations, and requirements of companies.
• Organize for customers to make press conferences, talks, competitions, or displays to raise products and service recognition or improve relationships.
• Develop or organize the development of commercials or campaigns, engage with development or supporting employees.

Knowledge required

• Media and Marketing – Familiarity with media creation, engagement, and distribution strategies and methodologies is required for communication systems and multimedia. Printed, auditory and electronic media are all examples of various ways to inform and amuse.
• English Grammar — Familiarity in English Grammar, the form, and substance of the English language, along with the context and pronunciation of words, principles of grammar, and language.
• Advertising and Distribution — Entails understanding the values and strategies for displaying, advertising, and distributing goods or services. Marketing strategies and strategies, merchandise presentation, distribution procedures, and sales management processes are all part of this.
• Client and Legitimate Service —Implementation of standards and procedures for the provision of customers and services rendered. This involves identifying customer expectations, meeting product quality requirements, and assessing customer loyalty.
• Secretarial — Experience in technical and administrative tools and methodologies such as note-taking, document and record handling, stenography and annotations, the layout of forms as well as other workplace practices and etymology.

Skills required

• Surveillance –Entails keeping track of and evaluating your own, other people's, or organizations' results to make changes or take disciplinary measures.
• Strategic Thinking — Evaluating the possible expenses and advantages of various decisions to recognize the best one.
• Influence — Inspiring and persuading people to change their behavior and support a certain product, brand, or organization to increase sales.
• Processes Assessment — Entails identifying metrics or indices of service quality as well as the steps required to enhance or change effectiveness concerning the system's objectives.
• Critical Analysis — Learning and identifying the strengths and weaknesses along with providing solutions and countermeasures to reduce the impact of potential problems.

Job roles offered

Once you procure the required qualifications for becoming a Public Relations Specialist, a myriad of options are open to you. There are multiple projects you can undertake throughout this line of work, and there are many other fields you can branch out to as well.

• Brand Advocates: Professionals who create awareness about your business are known as brand advocates. Consumers consult and believe other people's perspectives, thus they're essential to any marketing approach. Sincerely and proactively using your items, brand champions are actual individuals who believe in your brand and want to see it thrive. These people spread the word about your company by leaving great reviews, posting beautiful messages on social media, generating additional material based on your company, speaking one-on-one with colleagues, and other means. One of your brand champions is someone who adores your product and enthusiastically promotes it through word of mouth. As a result, your supporters are often your most devoted and passionate consumers, but they might also be workers or collaborators.
• Campaign Manager: A campaign manager is a paid or volunteer who is responsible for actively coordinating the activities of a political campaign, such as fundraising, advertising, polling, voter turnout, and other activities that support the endeavor. They are frequently the most prominent head of a campaign, aside from the contender. Modern campaign managers, especially those in charge of political candidates, are more preoccupied with implementing strategy than with developing it. Outside political operatives, mainly pollsters and marketing professionals are usually the main strategists. Campaign managers generally supervise a significant number of employees and supporters in a range of specialties, while also interacting extensively with the candidates and outside advisors, especially for major, extravagantly funded initiatives.
• Event Planners: Event planners are in charge of providing assistance in planning events including such celebrations, seminars, and workshops on an item of expenditure and with the least amount of snags as feasible. A significant portion of the work entails working at desk bargaining rates, scheduling events, keeping up with clients, and keeping track of event expenditures. The organizer must be well-organized and multitasking-capable. The job must also be invoiced to the appropriate clients, and monies must be credited to customer accounts promptly. A gathering isn't a success until people show up. Advertising the event to the general populace or a specialized group of individuals may be part of your job responsibility as an event planner. You may only need to make attractive invites and take account of RSVPs, or you may need to write media announcements and mailings as part of your promotional activities. It's critical that you're able to contact your target market.
• Consumer Advocate:Consumer advocates help people with a wide range of challenges and needs. In general, a congressional staffer protects customers' preferences, health, and principles against deceptive methods, harmful products, and overcharging. A consumer advocate can help create arguments for consumer rights in court and pursue cases on behalf of aggrieved customers; a community activist may help shape legislation to safeguard people's interests, and a congressional staffer can provide publicly available information on products and services. Advocates for consumers work in both the business and government sectors. Economic, cultural, and political organizations hire environmental groups. Volunteering is a good way for advocates who would like to work for a charitable organization to start before progressing into paid roles. Similarly, consumer advocates who want to operate for the government at the state and national level frequently get experience working for small groups before getting government positions.
• Publications Manager: A publications manager is in charge of both print and online publication creation. They work with corporations, non-profits, schools and universities, municipal governments, and other organizations that engage with written materials. Technical documentation, advertising material, company processes, conference presentations, and a vast range of written content are all created by publishing management. The tasks of a publications manager will vary based on the business and its magnitude. A publications manager in a smaller business or corporation may wear a variety of hats. In comparison to a major corporation, the publications manager is considerably more shoulders and may handle just about everything required to generate reading information. In a large corporation, the publications manager may undertake every one of the creating and publishing, designing and laying out, manufacturing, and shipping alone, or with minimum help.

Career opportunities

Public Relations Specialists can opt for various fields of work in the companies listed below:

• Xiaomi India
• Netflix
• Flags Communications Pvt. Ltd.
• Myntra
• Pepperfry
• MSLGROUP India
• Swiggy
• BookMyShow
• Avnet
• PUBG Corporation

Colleges offering courses

• Stella Maris College, Chennai
• Women's Christian College, Chennai
• School of Liberal Studies, Pandit Deendayal Petroleum University, Gandhinagar
• Nirmala Institute of Education, Panjim
• Hinduja College - KPB Hinduja College of Commerce
• Tata Institute of Social Sciences, Hyderabad
• Dhenkanal Autonomous College, Dhenkanal
• School of Modern Media, UPES Dehradun - School of Modern Media, University of Petroleum and Energy Studies
• Asian Academy of Film and Television, Noida