Public Relations

Public Relations is most commonly referred to as PR and has a reputation of attracting confident, personable and capable individuals. Preconceptions of glamour are quickly dispersed and destroyed; most of PR has nothing to do with sophisticated and exciting events. Hard work and motivation are just two characteristics that are needed.

Current Climate
In this age where image is everything PR has a vital role to play. Increasing numbers of businesses are recognising the importance of creating and maintaining a good relationship with their buyers; PR is there to help them do this. Many firms go to an agency however larger companies often have in-house PR staff. Having good contacts is extremely significant in this profession, especially considering the small size of Ireland, so establishing a respectable reputation is the absolute aim. Public Relations consultancies in Ireland normally offer a full service, however there is a trend towards specialisation through the principal publics with which their clients need to communicate.

Know Your Place
Examples of these target audience include:
Employees - present, past and potential;
Local Community - residents' associations, activist groups, community leaders, local traders;
Consumers - principally in the fast-moving consumer goods area (FMCG);
Financial - shareholders, investors, analysts, stock markets, brokers, banks, insurance companies;
Politicians - local, national and European;
Non-profit and voluntary sector - organisations in areas such as charity, development, arts, culture, sport;
Businesses - suppliers, distributors, wholesalers, retailers;
Environmental - activist groups, regulatory bodies, manufacturers and suppliers of high-risk products; International - companies and organisations that have operations, staff and markets in several countries

Show Me the Money
Salaries for public relations officers vary widely depending on the organisation they work for and their level of responsibilities; they usually start around €23, 000 to €29,200 a year.

Top Tip
Work on your public speaking skills; attend a Toastmasters Club to practice on honing what those in the PR world consider to be an art form.

Further Resources
Fitzwilliam Institute
Temple Court
Temple Road,
Blackrock,
Co. Dublin
Phone: 01 2834579
Email: fitzinst@iol.ie
Web: www.fitzwilliaminstitute.ie

Public Relations Consultant of Ireland (PRCA)
78 Merrion Square,
Dublin 2
Phone: 01 661 8004
Email: info@prca.ie