Chapters 1 & 2
I found chapter one really interesting and informative as I, myself, was not completely sure as to what public relation is. However, after reading the many definition, job description, and responsibilities one would have working in public relations made me want to pursue it even more. It was also very important that the book brought up the issue of ethics and how easily you could decide to ignore that in this industry. I want to be able to excel in this industry without having to forget the ethics and my morals. The one thing I would say that’s most intimidating about pursuing this career is that it’s important to be well rounded in all aspects because sometimes the work of managing and advertising also overlap and one would have many tasks to do and be responsible for. The chapter also touched based with internships and how executives of public relation companies view interns as the future of the company. I believe that it’s very important to intern and experience work hands-on, (it is also a requirement to graduate) but I am finding it difficult to start networking and getting more familiar with the public relations world.
Chapter two is on the history and growth of public relations. Because it originated from the United States, it is now shown to be one of the biggest industries. In other countries, it is not as developed, but year after year it is showing its growth. The book mentions a couple of the founding fathers of public relations: Edward Bernays, Ivy Lee, etc. They were both responsible for so many movements and helped many bog organizations/companies to become what they are today. For example, Bernays helped the “Torches of Liberty” during the twenty’s that made it possible for women to smoke in public if they wanted to. Fast-forward to today’s public relations industry and you will see that it is female dominated. Because women are more sensitive and have better listening skills than men, I believe that it is a good industry for women to work in. Because this industry is also internationally based, it makes it more multicultural and many companies would often recruit minorities. For myself, if I were to work for a firm or an in house public relation for a company, I would like to be responsible for communicating with the Asian countries like China, Hong Kong, and Taiwan. Since I have the ability to be fluent in Mandarin, I think it is a good opportunity for me to pursue this career.
Chapters 3 & 4
Chapter three focuses more on the ethics and the foundation of public relations. There is so much manipulating and scheming in our society so I thought it was refreshing to hear that honesty and transparency is important to an industry like public relations. Chapter 3 also mentions the Public Relations Society of America (PRSA) and Public Relations Student Society of America (PRSSA). It was very informative about all the programs, seminars, and course they offer at PRSA. It is nice to know that the public relations community in America comes together to form this program to help each other develop the industry even better each year. I have heard of PRSSA and am aware of its chapter at Seattle University, but I was not aware that the program also included so many different things to help students net work and find internships to help develop their career. I hope to join the organization when I get the chance to and start stepping into the world of public relations, networking with executives and get more insight on what it is like to work at a firm. There are other organizations like the International Association of Business Communicators (IABC) and International Public Relations Association (IPRA) that is mainly focused on the international aspect of public relations. I think it is good that there are so many good organizations out there to help students step their foot into developing their career. The second half of the chapter focuses on the study of public relations and it mentions how continuing your education is important in this industry because it is always growing and changing.
Chapter four talks about public relations departments and firms and their ability, power, and responsibilities. Because the public relations department is responsible for communicating, they are required to become experts. Although some people still look down or do not take the industry seriously, it is a well known fact that the communications department is in charge of many things like media relations, public relations, communications strategy, reputation management, internet communication, social media, etc. This makes me even more excited because it is good to know that in the future I would not be doing the same things everyday. Because of how different each client is, the organization and strategy of each project will be different. I would hope to be a part of the creative department as well as the social media department in the public relations industry. The book also strongly states that advertising, marketing, human resources, and legal work in a company all have to work together with the public relations department. If not, the company would not be in sync. It is so interesting to read about the many different project a public relations have to deal with on a day to day basis. To me, it is important that I will be learning how to promote a company, organization, project, or event that supports a good cause or will benefit for the better of our society. The information we reach out and communicate to others is very important. Public relations gets business by request for proposals (RFP) which is nice to know because if there was a proposal that did not sound right, we are not forced to work and collaborate with that company. But this also depends on the quality of the people, as it states in the book, which I agree with completely. I hope to work for a company that values the good and have decent morals.