Rodriguez, Lancelot Aloysius M.

3AMC

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Last Saturday, three certified public relation professionals talked about the
importance, essentials and opportunities in Public Relation industry. As public relations
student, our professor thought us what are the essentials that compose the field of
study and art public relations composed of. As we progress into upper-level public
relations courses and become more involved in our majors and careers, the speakers
gave tips on the core components that make public relations the successful and
important career that it is. There are two of the most important essentials of public
relations that I remembered as a students must know to improve their skills and to
become successful in this highly competitive field.

There is nothing more essential to public relations than writing; without it, the field
would not exist. As of ma’am Louie, good writing is the key to many aspects of the
public relations field. Whether they are news releases, articles, posters, radio spots,
brochures, fliers or any other important public relations media channel, they all have
one important thing in common: writing skills. The best advice she gave to us as a
public relations students is to always keep improving your writing skills. Write in your
free time and whenever you can–any kind of writing will sharpen your skill. This will be a
very valuable skill that can apply to almost every aspect of your public relations career
and your life.

Sir Ron said that people might think that public relations and advertising are two
completely separate fields of study with very little overlap. However, public relations and
advertising actually go hand-in-hand. Both rely on the same foundations of marketing
communication, writing skills and reaching a targeted audience. The biggest distinction
between the two is that while public relations is quite commonly a free form of media
coverage, advertising is completely paid for by a distinct sponsor. Advertising is also
more sales- and business-oriented, while public relations is more focused on appealing
to the public’s image. Regardless, a good public relations practitioner needs to
understand how advertising works and how to use advertising techniques in order to
make their pieces stand out.

Learning these public relations essentials can benefit every public relations
student. These essentials can improve your skills, help you land that internship or even
a job. So keep excelling in this world of public relations and remember the essentials
that shape you and this field into what they are today.