Public relations experts help a business or an individual to cultivate a positive reputation with the public. This is done through various unpaid or paid communications. Traditional media, social media and inter-person engagements all matter. The PR experts also help clients to defend their reputation during a crisis threatening their credibility.
The success of good PR is in knowing the client well. There cannot be any scope of hiding anything from the PR executive, lest it comes as a surprise. Remember that your PR is your face to public and you cannot afford to maintain any ambiguity there. In the event, the Public Relations expert faces an unprecedented situation, the onus will be on you. Make your PR your confidante, telling everything he or she needs to know to manage your personal branding. The PR executive should also be very good at handling digital media channels. Social media plays a vital role in public relations and it should be used with discretion.
The role of PR is not only to influence a story after it happens. The PR helps to write the story in the first place.