Public relations (PR) professionals are much in demand thanks to the growing marketing needs of companies owing to the rising competition in every field. Thus, a lot of companies are pumping money into the PR function and are doubling PR jobs in their marketing department. With the growing role of media in the success or failure of a company and the instrumental role that the public perception plays in ensuring a feel-good factor about a product or a service, there is without doubt a growing demand for PR jobs in every industry.

The main role of a public relation specialist is to communicate with public and media on behalf of the company or the firm. They are responsible for formulating strategies to construct a positive image of the company. In a PR job, the professional is required to not just create but also maintain and promote that public image. Also, it is the PR department that takes care of all the announcements on the company’s behalf. Whether it is announcing the financial results, the launch of a new product, the appointments or resignations, the goals and policies of the company or any other announcement that need to be made public. These are announced in the media from where they are published for public consumption. Since the job of a PR professional influences the public perception, it is important for him/her to be sensitive to the sensibilities of the public. Their opinions, needs, attitudes etc should be taken into account while making any announcement.

A PR job is not bound by any industry or sector. This is a specialized job for which there is enough demand across sectors. However, whichever industry you wish to join as a PR professional, it would be good to be thorough with some understanding and knowledge of that industry. If you have worked in that industry as an intern, you stand a good chance of gaining the requisite knowledge.

For anyone looking for a public relations job, the educational qualification required is not specific. Although many institutes offer specialized courses in the stream, it is not necessary to have done a PR course to join the industry. People from journalism, communication, advertising or even literature streams can join the PR profession and be successful in it. Generally, an employer looks for many other skills apart from the degree or the diploma to hire someone in the PR department. If you have done an internship in the field and have a first hand knowledge of how the industry operates, you stand a good chance of getting hired. Also, these days, employers prefer a good knowledge of the business in the candidate. So, sometimes, it is preferable to do an MBA to succeed to higher levels in the PR industry.

A PR professional requires more than just an educational qualification under his belt. To be successful in this job, one has to have many other attributes such as the ability to communicate lucidly and clearly. One also needs to be creative to a certain extent to be able to present the information in an interesting manner. Needless to say, that a PR professional must have a good sense of judgment with an outgoing personality to be able to maintain a good rapport with the outer world. All this coupled with optimum self-confidence makes a good PR person.

Since a lot of press releases are to be written in the PR job, an ability of good writing skills and research skills is also required. All aspiring PR professionals should be able to prove to the prospective employer their ability of good writing. This is a major plus while getting hired for the PR job. Also, with the advent of new media, and the Internet technologies, a lot of PR activity is conducted online too. So, keeping in tab with the times, a PR professional should have a good knowledge of how these things work and how products are promoted in the cyberspace through effective PR activities. It could be by creating a positive buzz on the social networking sites or by launching a survey or ensuring that the company becomes the topic of discussion on the world wide web among the target audience.

With all these qualities and putting in the required effort, one can look forward to a successful career in the Public Relations field. There are enough PR jobs advertised in newspapers, job portals etc. Applying in the industry of your choice would give you an opportunity to do what you like and also in the industry that you want to be a part of. And of course, there would always be enough opportunity to switch industries.

Some useful links:

http://naukri.com/

http://jobsearch.naukri.com/media-entertainment-jobs/