The document discusses various types of public relations including strategic communication, media relations, community relations, internal communications, crisis communication, public affairs, and online/social media communications, each with specific skills essential for PR professionals. It highlights the importance of maintaining positive relationships with stakeholders and the public, as well as notable PR communicators like Beth Comstock and Donna Imperato. Additionally, it promotes a platform called Xpert for gaining insights from experts across various fields.

1. Types of Public Relation
and Professionals
Experience

2. What and Why Public Relations ?
• A way to cultivate a positive relationship between the organizations that can
result in success.
• Experienced PR Professionals are involved in communication on behalf of
the company.
• If the public perspective is negative on a company, people will avoid using
its products.
• Provides an incredible array of opportunities broken down to types and
categories
• There are certain skills and qualities required in order to become a PR
Professional.

3. Types of Public Relation
1. Strategic Communication
• Every action that is undertaken by a PR professional.
• Understanding an organization's priorities from the outset is a must, with
communications objectives and subsequent activities.
• Skills required as Strategic Communication PR –
1. Writing and Speaking Ability
2. Analytic ability
3. Proactive mindset
4. Ability t work under pressure

4. 2. Media Relations
• A good working relationship with the media is needed in order to spread key
messages to the target audience.
• PR professionals can put clients into the spotlight by sending press releases
and pitching interviews into the media outlets that enable these companies
to reach their desired audiences.
• Formulation and Implementation of Media Plan is essential.

5. 3. Community Relations
• While the media is an important outlet for PR professionals, sometimes a
more effective means of communication is direct engagement with the
community or audience through owned channels - e.g. drafting a company
blog.
• Engagement with the community in which an organization operates should
work two ways.
• Good listening skills and the ability to coordinate events are essential for
this.

6. 4. Internal Communications
• Internal communications is quickly becoming a major area of focus in PR.
• Employees can be a company’s biggest advocates or harshest critics so
keeping them satisfied, motivated and loyal is crucial to the overall success
of a company.
• Empathy, Flexibility, Copywriting and Business Literacy are Important
skills possessed by Internal communicators.

7. 5. Crisis Communication
• Organizations should take a planned
and consistent approach to crisis
management.
• A clear crisis communications plan in
place and strong relationships with
both stakeholders and media built up
over time.
• Handle criticism skills and avoid
blame game with research tactics.

8. 6. Public Affairs
• Those who work in public affairs - or
lobbying - are involved in building
and developing relations between an
organization and politicians,
governments and other decision-
makers.
• It is a relatively distinct subset within
PR and those working in the field
have a keen interest in the political
system and the process for enacting
legislative change.

9. 7. Online and Social media Communications
• Customers are increasingly turning to the web to do their own research
before making a purchase decision.
• Online PR has become hugely important in generating leads, building brand
relationships with blogs and social media.
• Both organizations and PR pros today must be adept in choosing the best
social media platforms and other digital channels to achieve their
communication objectives.

10. Famous Influential PR Communicators
• 1. Beth Comstock - Former vice chair, General Electric
• In 2015, Beth Comstock became the first woman at GE to be made vice chair.
• Comstock was also GE’s first CMO in more than two decades in 2003,
ascending to the post only five years after joining the company.
• 2. Donna Imperato - CEO, Burson Cohn & Wolfe
• Under her leadership, the agency garnered industry accolades for client service,
iconic campaigns, and employee satisfaction.
• She leads the world’s third-largest PR agency by revenue.

11. 3. Bill Nielsen - Former corporate VP, Johnson & Johnson
• Nielsen led an eight-year PR and advertising education program for the
pharmaceutical industry and a nationwide child injury prevention
initiative, the National Safe Kids campaign, which reduced the rates of
severe motor vehicle occupant injuries by 30%.
• He was the chief PR and corporate comms officer for the diversified and
decentralized group of 200-plus operating companies in 57 countries.
4. Harris Diamond - Chairman and CEO, McCann Worldgroup
• He parlayed his experience as a PR man into advertising and has been
chairman and CEO of McCann Worldgroup since 2012.
• Diamond was also chairman and CEO of Constituency Management
Group.

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