Public Relations Is Timeless

"PUBLIC RELATIONS IS TIMELESS" REFLECTION PAPER Rodel R. Pingol II 12/7/2013 BMC 1-3 Ms. Grace Muncada Page 2 of 8

Public Relations, what they call "PR", has always played a tremendous part of our daily lives. It is present in many simple ways such us riding a public vehicle, buying from stores, and even doing simple tasks at home. Public Relations (PR) as defined by Wikipedia is the practice of managing the spread of information between an individual or organization and the public. It is comprised of two bodies, which are the organization and the public. Without the presence of each one, it would not be "PR". Those who practice PR are called PR Practitioners. They are image shapers that generate positive publicity for their clients and enhance their reputation. Clients can be the government, or a company, businesses, non- profit organizations (NGO's), and notable individual. They serve as management function, as way of communication, and as means of influencing public opinions. They create awareness, interests, and demands. They must keep lines of communication open between the many groups affected by a company's product and policies: consumers, shareholders, employees, and the managing body (The

Princeton Review: "Career: Public Relations"). Though the job often involves dissemination of information, some view this cynically as "spin doctoring". This reminds me of the saying, "Advertisers lie about the product. Public relations people lie about the company." However, we have to look for different angles or schema in order to understand PR-The Profession, The Process, The Publics, and The

Practice. PR as a work that is constantly changing brought about by unforeseen challenges and defiance arising each day, PR people sometimes tend to shift into becoming journalists to exercise more creativity, and journalists shift to PR to earn better money, others turn into marketing. Because in public relations, people work so closely with the media that is often a great deal of exchange between these fields. Essentially, Public Relations offers incredibly varied and challenging career but still we cannot say that it is a good course to study. The proof you will find out through the experiences you will encounter Page 3 of 8 in this field. Yes, PR is found everywhere yet if you're thinking that after you finish the course you'll get job instantly, you're wrong. Still it would always depend on YOU!

I bet that everyone of us already experienced Public Relation scenarios or situations in our daily lives. Let me share to you some of my personal experiences about Public Relations scenarios or situations.

In our house, we have there a small retail store that was brought up as a source of little livelihood and income. I have been sitting there and selling goods whenever I am not that much busy.

Where is the PR? Customers buying there would sometimes ask me how much for that one good they want to buy. As a retailer, we want for larger profit in order to recuperate the expenses and the capital.

For the consumer to buy that one, I endorse it to him or her by saying the cost of that product, why he or she should buy it from us, what benefits he or she could get, and everything that product has just to let him or her buy it. Sometimes, if you knew the person or people buying, it is easy for you to appeal to them to sell your products.

Another experience that you think does not do the "PR thing" is when you are choosing your clothes whenever you are going out somewhere. You tend to choose what clothes would fit to you that will make you look presentable in the eye of the people you're going to mingle with. Relating to PR,

As a PR practitioner you should look attractive, elegant, and decent whenever you are facing the public.

It will make you more believable. It will also help you to attract and fascinate more big clients, businesses, and notable public yielding to innumerable connections.

In a real-life situation, there comes a time when we lack resources or we are in need of Page 4 of 8 something like money, food, or assistance. The first thing that enters in our mind is to seek aid from our families, relatives, friends, government, or some organizations that offer assistance. We use our connections. Same thing in PR, PR practitioners use their connections in order to come up with a successful event or work. Since they are good communicators, they should probably have good and wide connections. They use these connections as a source of information that in turn to be passed on the public.

PR also involves decision-making. PR practitioners have the capability and efficiency on interfering on the decision-making of one body--corporate, company, government, and even individual.

They serve as a good mediator while doing the decision because they know how to appeal to the public.

They know what could catch up the public's attention, what could trend, and what could retain into the public's mind. Just like in our lives, we should take considerations to some things like your family, relatives, friends, and others that would benefit nor impede. They serve as your public. And when the decisions were effective, no one was hurt; no one was offended, your decisions are right. Moreover, right decisions fall under SUCCESS.

There are still more experiences I have experienced that have a Public Relations application.

Even those simple things we have done, PR is present. We cannot deny the fact that PR is present everywhere. Thus, it is enough that Public Relations is timeless.

Having the background information about what Public Relations is, I fully understand the nature and the practice of it. I can now define what Public Relations is and where and how it is practiced in the contemporary society of today's world. I also gained the basic skills and abilities required of Public Page 5 of 8

Relations professionals. I have also learned that as Public Relations practitioner you should always keep in mind the principles and fundamentals instilled in you. You must always put your feet onto the ground.

I have also obtained tasks that what a good PR practitioner should do. Everything we do, even those simple things, involves a PR. Since PR practitioners have various roles, they should act upon it. I could also now describe the functional elements of Public Relations. I learned too how to examine Public

Relations can, in practice, contribute significantly to the development of effective communication.

Speaking of effective, I have also learned that being an effective PR practitioner would yield to a great and successful works. Public Relations makes an organization more effective, therefore, when it identifies the most strategic publics as part of the strategic management process and conducts communication programs to develop and maintain effective long-term relationships between management and those publics. I also gained that the value of Public Relations can be determined by measuring the quality of relationships with the strategic publics. The most productive relationships in the end are those that benefits both parties in the relationship, so as a PR practitioner, we should keep what they call "equilibrium" with their clients. A PR practitioner should also learn how to apply all what he or she learned previously to maintain the symmetrical public relationships. I also learned, upon reading text about PR, that a PR practitioner should uphold ACCESS members of publics or opinion leaders to the organizational decision making. PR practitioners should take in considerations of the public as what they should do. They should also uphold POSITIVITY or anything that the organization or public would enjoy. They should also uphold OPENNESS of thoughts and feelings among parties involved. ASSURANCES that both parties' concerns are legitimate should also be considered.

Practitioners of PR should not forget their responsibility regarding the parties and the publics'.

Practitioners of PR should always keep their communications nurtured. Page 6 of 8

To sum it all up, PR is timeless. Why do I say so? Looking at the definitions, roles, functions, and everything that describes, we cannot just put it out of our everyday routines. If you take time to read the conclusion I made, you can say it is TIMELESS. I have broken down some "PR thing" on some of our most loved Disney characters (PR DAILY:"What Disney movies say on Public Relations" by Matthew

Dougherty).

"Aladdin"- a new look can make a all the difference. Aladdin, with the help of his Genie, created a new image for himself. He didn’t get an entirely new face (a rebrand), he just changed his appearance and motives to appeal to his target audience (Princess Jasmine in particular). He went from shirtless, street rat to well-dressed “prince” seeking the princess’ hand. His natural character is what won people over, but he was given a second chance with his new and improved brand. When promoting a company or organization, an updated look can make all the difference. Companies don’t always need a complete rebranding, but sometimes getting your company noticed by the public takes an innovative approach.

"Emperor's New Groove"- your attitude can affect your work. Power can go to people’s heads, and can lead to superiority complexes. Belittling and big-headedness don’t work well in life, with co- workers, and certainly not with clients. Even if you’re great at your job, if you are difficult to work with people tend to resist. No one wants to work with an Emperor Kuzco—the young leader who thought he knew it all. Upon his change into a llama, he learned some life lessons, and the audience learned some

PR lessons: Attitude can lose you clients and friends and even change you into a llama.

"Pocahontas"- Passion drives results. Most professionals do the best work when they are passionate about their subject. If you have a real passion for non-for-profit PR, media relations, or a particular brand, you probably devote the most time to it, and put in 100 percent. Pocahontas, a Page 7 of 8 passionate young girl, prevented a war between her people and the Englishmen. Because of her passion, she was able to communicate her beliefs and get the result she wanted, no matter what it took. Getting involved in a project or a client that you are enthusiastic about can give you the fire to do your best work possible.

"Tarzan"- being able to adapt. As a public relations professional, you’re going to be put in situations that can be uncomfortable. If you work at a PR agency, you have to be able to jump from client to client with expertise. Being able to adapt to an environmental change as Tarzan did, can make you a valuable asset to any organization. Tarzan was a human who adapted to living in the jungle with apes. He used his head and taught himself things to make his life easier, such as tree surfing and spear making). Whether it’s adapting to a client’s needs, a situation, or a new job, public relations professionals need to find their inner ape.

"Little Mermaid"- take risks. As PR professionals, we are driven to follow the rules and stick to the given guidelines. However, as you advance your skills in the public relations field, taking charge and changing the game can lead to great rewards. Ariel took a risk to follow her dream of walking among the humans. The redheaded mermaid taught us that calculated risks can pay off in unexpected ways.

Sometimes you have to cross your fingers, close your eyes, and just “kiss the girl.”

"Princess and The Frog"- don't be ashamed of a little help. At most agencies and companies, PR pros are assigned to a team that works with a client or project. This is because, in most cases, a team can provide better results than one individual can. Teams bounce ideas off each other, can proofread each other’s writing, and lighten the load when people are too busy to complete a task. Tiana, the

“princess,” wanted to open a restaurant all by herself. She thought she didn’t need any help. At the end Page 8 of 8 of the movie, she realizes that there is no shame in asking for help every now and again. Just as one of her gumbo recipes, every ingredient is important—like every member of a team.

"Hercules"- there are always two paths to the finish. When you start a project, campaign, or even a blog post, the way you start and the way you want it to end may not always be the same. We usually start something one way, but along the way we have to roll with the punches and find another route to our goal. Hercules thought the only way to become a god was to be a hero. He later learned there was another path for him. Sometimes we need to trust our gut and step back from the project to find new ways to achieve our goal—and that is the “Gospel of Truth.”

Public Relations innovate over years. Its advancement cannot be stopped, and so its purpose to every organizations. PR is powerful. It has a tremendous impact on the public. PR is timeless, it will constantly remain.

“Next To Doing The Right Thing, The Most Important Thing Is To Let People Know You Are Doing The Right Thing.”

John D. Rockefeller Page 9 of 8