Public Relations
Career Objectives
Build and maintain the prestige of companies, their products or services, individuals and other entities.
In the company, his objective is to achieve a healthy organizational climate, which contributes to the approach, trust and understanding of all the people related to it. This is a strategic tool of great value for its development, since to compete successfully in the current and future market, companies and organizations in general must have the acceptance, appreciation and support both from people within them and the community in which these are located.
Professional Profile
Public relations specialists –in general- are concerned about communication strategy and the promotion of a public person (artist, politician, entrepreneur, opinion leader), an idea, a product, a small or large company.
For a long time, journalists have been public relations specialists, given their experience and relationship with the media, but a professional with greater emphasis on organizational communication was necessary.
The public relations specialist is the voice and language of institutions. He is trained in the area of interpersonal relations and is a communications strategist. With an integral vision of the company, he manages his Organizational Communication.
He develops Corporate Image strategies, which correspond to a good image of the institution in the environment where it is developed, which is fundamental in a society that demands credible references.
He has strong cultural and social background in issues related to national and international news that allows him to manage situations of communication crisis in which the company may be involved.
Against a specific communication problem, the professional analyzes the case, proposes changes and advises on these changes.
A good image is achieved:
With real knowledge of the public with which the company relates, understand how they are, in order to infer their concerns.
This public linked to it may be constituted by other companies that supply it with products or provide services, companies to which it sells its products or services, governmental organizations with which it is related due to governmental or ministerial policies the company must respect and the general public that acquires its products or services.
Achieving that the company is made known within society, that is, knowing what it does and its role within it. This creates very positive close links for business management.
In the case of companies that have expanded abroad, it requires someone specialized in international relations who knows the historical development of the countries they go to.
He must also:
Meet the internal communication requirements of the company since communication interactions constitute the raw material of its enterprise architecture.
He must detect problems in advance, and when these are presented, he must be a “troubleshooter”.
A good communication within the company improves it management, organization and coordination which results in a better customer service, a higher quality in its products and a reinforcement of its credibility, validity and positioning in the market, a key issue to achieve successful negotiations.
Specific tasks or activities carried out in the profession
He identifies and diagnoses communication problems of the company both internally and communication with his public.
He optimizes communication by designing strategies and communication activities.
He proposes communication programs, coordinates, implements and evaluates them.
He organizes and produces events.
He advises on social etiquette and protocol.
He organizes conferences.
He plans activities such as meetings, receptions, etc. He carries out these activities and coordinates them.
He writes press releases for the authorities, media and the general public about plans or policies of the company, achievements or opinions the company wants to issue. (For instance, when telephone companies have reported the increase in their rates through television, explaining why they take the measure)
He participates in the production of institutional media.
He designs and backs musical, sports, cultural events, etc, as a way of disseminating the company.
He negotiates advertising contracts for the company with newspapers representatives, radio and television stations, sports and cultural organizations and advertising agencies.
He monitors the expenses and the good use of the *resources of the public relations area.
He determines and carries out operational and administrative procedures of the public relations area.
He plans and directs daily work of his area.
He controls the staff selection of his area and their performance.
He represents his area in work relationships with other areas of the company.
He designs and conducts fundraising activities carried out on behalf of educational, humanitarian organizations or other non-profit organizations. (if he works there).
Occupational Field
Cultural, educational, religious, political, trade-union, social well-being, artistic, sports and media organizations, among others
State Agencies: Ministries, governorships, municipalities
Advice to people: entrepreneurs, politicians, artists
Private companies of products and services
Advertising agencies
Event Production Companies
Organizational Communication or Public Relations Departments in companies
Education and Research
His own consulting company specialized in marketing and communication, where the professional can associate with other communication professionals, such as publicists, designers or journalists.
His own image consulting or communication *audit firm
Estimated time of College years
Around 5 - 9 semesters, depending on the institution
Main courses considered in the study plan
General Training Courses
Current Affairs (National and Worldwide)
Socio-political and Economic Environment
Sociology
General Psychology
Written and Oral Expression, Gestures
English
Basic Training Courses
Introduction to the Company
Administrative Process
Accounting Process Foundations
Fundamentals of Economics
Commercialization
Statistics
Communication Theories
Sociology of Communication
Communication Psychology
Corporate and Business Law
Professional Area
Oral Expression Workshop
Production of Messages Workshop
Administration and Event Logistics
Corporate Image Management
Diagnosis in Public Relations
Media
Marketing
Advertising Fundamentals
Advertising Management
Public Opinion Research
Semiotics and Communication
Negotiation Skills
International Public Relations
Human Behavior in the Organization
Specialties
He can specialize in International Relations
Vocation, Skills and Interests required in the candidate for this career
Interests
Interest in meeting people and interacting with them
Motivation for trade and commercial strategy
Taste for planning and organization
Taste for English
Curiosity about people’s psychology; the reason of their behavior and mindset
Interest in daily events of the country and the rest of the world
Interest in paying attention to the needs of other people
Skills
Ease to interact with others
Ease of communication, that is, to be understood by others
Ease of oral (verbal fluency), written expression, and gestures
Ability to establish new interpersonal relationships
Capacity to understand and analyze what is expressed by others
Ability to negotiate agreements
Ease for languages
Vocation
Vocation for wanting to communicate and interact with others
For discovering and knowing the art of communication
Help others to relate in harmony, to understand each other, to enter into agreements and thus be able to “do together”, achieving effectiveness and well-being.
With preference to develop in the field of projects, business, planning, in the field of doing and building
Or any specific dream or longing which feels involved or oriented towards this direction.
Candidate’s Personality
-Extroverted, sociable, enterprising, creative, dynamic, manager, convincing, good treatment, flexible, tolerant, empathetic (ability to understand people), moderator with others, methodical, organized and tidy with his things, ability to work in teams.
Work Scope
High activity and movement, social contact and changing environment
Related Careers
Advertising
Marketing and Commercialization
International Relations
Social Communication
Psychology with specialty in the Labor and Organizational field
Human Resources Management
And other careers that correspond to Public Relations, but other names have been assigned to them, such as:
Corporate Communication
Strategic Communication
Organizational Communication
Glossary of Terms
Resources: All the elements necessary to make something operate such as: office, computer, staff, telephone, etc.
Communication Audit: Review and assessment of the strategies and communication actions of the company.
Semiotics: Study of the symbols that make up the language.
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