Musings of a PR Professional


Chapter Four

  • As a PR practitioner, it is important to know the type of public you are dealing with. There are many different categories that publics can fall into and the way you work with and manage the relationship between and organization and a specific public depends on what type of public it is. Building the appropriate relationship is key for an organization’s success.
  • A PR practitioner must gather information and really¬†know what makes a¬†certain public tick before s/he can manage a productive relationship with them.
  • Successful PR practitioners will gear their messages toward the way their publics communicate themselves, especially when dealing with “traditional publics” because it is important to not take these publics for granted.
  • Publics are constantly changing. There is new technology, more diversity, a fluctuating economy and countless other aspects of society that are changing the methods PR practitioners must use to handle these publics.
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Kevin Dugan Phone Call

Today, class was a very cool experience. For about ten to fifteen minutes of class time, we were given the opportunity to listen to Kevin Dugan, a very prominent and successful person in the PR world on the phone. Our professor called him and asked him to explain a typical day in his life, as well as give a short overview of what his job entails.

Currently Dugan is the director of marketing communications at FRCH Design Worldwide. One thing that really stuck out to me when he was explaining what his job entailed was that PR is not just media relations. That seems to be a very common misconception about PR and to be very honest, not too long ago I was a victim of it. But that is why I was so grateful to hear from him. He provided three wonderful words of advice that one should follow if they were interested in getting an internship with him or within the field:

  • Professionalism (Attention to detail)
  • Good writing skills (Have samples such as class pieces or a blog)
  • Passion (Desire to learn)

I’m definitely going to take these three things to heart!