What do Public Relations Professionals Do?
Image courtesy of the Kentucky State Nature Commission Organizations send press releases to gain reporters’ attention. Public relations professionals work to obtain free publicity for their client. Traditionally, that’s done by sending press releases to journalists containing the information needed to write a positive story about the client. Newspapers, radio and TV stations (especially local ones) are always looking for fresh story ideas, particularly those with a “human interest” angle. A PR professional crafts press releases resembling a compelling news story, making it clear why his client’s product, service or personal history is important. The goal is to fulfill the journalist’s requirement for news while enhancing the client’s image in the public eye. PR professionals spend a lot of time cultivating relationships with journalists and other members of the mass media. This is done by researching which journalists write about the client’s industry or personal interests. A PR profes
