Subcomponents of Public Relations

The Public Relations field could be split into different areas of specialties.

Fundamentally, public relations practitioners perform the
following functions:

Writing and editing: This is a crucial skill in public relations. Accordingly, every PR professional,  must learn not only to appreciate good writing. He or she should also possess good writing and editing skills, as written messages serve as a primary means through which messages are disseminated across media outlets.


Media relations: The mass media, comprising:  print, online and electronic mediums serve as channels through which PR professionals communicate with
the public.

Herein, underlines the need for Public Relations practitioners to nurture
cordial relations with mass media organizations - as well as other key
personnel in such organisations. These comprise: editors, reporters and columnists.


Research: Public relations problems are not solved through guess work, rather they are solved via methodic process.  PR professionals conduct   formal and extensive research - with a view to  obtaining adequate  information that would be instrumental to planning.


Strategic planning: Public relations practitioners who operate at executive levels, play a key role in initiating and implementing an organization's missions, policies, set goals and objectives.

Management and administration: PR professionals partake in management work, as  Public relations serves as a distinct management function which promotes mutual lines of communication between an organisation and its publics.

Corporate counselling: Under this segment of Public relations,  practitioners offer counselling to management on matters related to their  organisation's relationships
with their various publics.

Organising special events: The planning and staging of events, such as:  trade
fairs, trade exhibitions, press conferences, fashion shows, factory tours and AGMs among others -  is part of work public relations practitioners do. This forms part of the skills set - imparted into them in their course of study.

Speaking: This serves as a potent
tool in public relations and a great way for organisations to communicate  key messages while connecting with their target audience in an engaging manner.

In a bid represent their organisations, PR practitioners do engage in public speaking assignments of different kinds for different publics at various  events.


Crisis Communication: A very special type of work that PR practitioners do is helping their organisations to resolve crisis whenever they occur. PR practitioners achieve  this primarily, by managing the flow of information between the organisation and the public, via the mass media, and by advising management on what to do and how to go about  it. This is with a view to ensure such situations do not spiral out of control.