Dispelling Myths in PR

There are many different avenues to consider when searching for a job in public relations. However, if you asked any pr practitioner aware of the program they would mention the term convergence. Convergence deals with ability to cross-train, learn, and implement the eight forms of mass media into PR. Students interested in public relations begin with the basic writing classes that prepare them for the more hands on work, including but not limited to: press releases, speeches and letters to the editor. The role of the pr professional is similar to a “jack of all trades.” One must be adaptable enough to learn new additions to the profession, which today, consists of social media.

I became aware of the program through another journalism student who transferred to Florida A&M University. Initially, my generalization of the business was limited to thinking of it as merely interacting with different people. Like a lot of groups, I thought as long as I was social and friendly, I’d excel in the PR program. This myth was quickly dispelled once I received the course load.

The first and probably most important thing is that the foundation of public relations begins with research. This involves investigating social norms and trends in an effort to predict what will happen next. Information such as this is very important to employers because it gives them more of a competitive head start amongst competitors. Another myth buster deals with the thought that research is mostly secondary. Googling one’s way to success. However, primary research is actually the bulk of the program. It consists of surveys used to measure the effectiveness of a product or business.

While I was intrigued by the workload expectations of one program, I was most baffled by the difference between public relations and publicist’s. When I was ignorant of the difference, I allowed people to insult my intelligence by calling me a publicist. While publicity is one of the smaller tasks of a PR professional it is not the correct title to be referred by. Most publicists, as I understand it, do not have degrees. Nor are they held to the same ethical standards and codes of conduct used to represent the business and the client. The weird thing about it all is that a great number of publicists excel monetarily outside of public relations. After speaking to a few, they seem so happy, care-free and paid. I do have certain feelings about people that mimic the job of a PR professional and sometimes make more money than the educationally trained.