I think the 2 keys points to remember from this week’s readings were firstly, to establish a mindset that a true definition of PR can never be determined. Several tasks have been mentioned in the readings and as an aspiring PR practitioner; one has to bear in mind of the flexibility nature of the job. Most importantly, a good practitioner must have the ability to multitask in order to meet deadlines.
Apart from the readings, our lecturer, Ms Prasanna Nair related her experience upon arriving in Philippines on a relief mission. Without advance notice, she was bombarded with the media upon her arrival at the site. As she relates, it dawned on me how crucial it is for a PR personnel to remain calm and collected to deal with such unexpected circumstances.
I felt that this skill – the ability to have the composure in times of crisis – should have been listed down in ‘Skill needed in public relations’. Perhaps, this takes years of experience by which one could master only when he/she starts practicing as a PR practitioner.
Generally, her anecdote along with the readings made me think about how Public Relation practice should be like. PR practitioners must be spontaneous; being on their toes at all times to deal with clients so that at the end of the day, both organization and publics are in harmony.
Secondly, PR organizations should always keep in mind not to follow a particular framework or theory too closely for there will always be now and in the future. Thus, it is wiser for PR practitioners to see such frameworks as guidelines and apply accordingly to such change. This way, PR practice is regarded as a profession that has outstanding emphasis on adaptability. Only through this method can a PR practitioner excel in his/her profession by remaining relevant to the changing environment.
