Assorted Papers 11
Public Relations as a Career (1967)

The variety of services performed by a Public Relations Officer, or PRO, is quite exceptional, and is constantly introducing new and exciting fields to be explored and exploited. But surprisingly little is known of the life of the PRO, and what part public relations plays in the world of industry and commerce.

The accepted definition of public relations is "the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public". The PRO's job is to inform the public what his company has done, what it does, how it does it, and what the company will be doing.

The media used are quite exceptional in their standard of interest and scope. They include newspapers, the radio, television and cinema. A PRO must know how to prepare press handouts, organise conferences, edit magazines, use colour printing, organise exhibitions and trade fairs at home and overseas. produce films, build models and handle matters relating to libel and copyright.

Just as varied are the types of employers and jobs. One may be involved in opening a new factory, showing how ping-pong balls are made, answering questions about managerial policy, making a film about air travel or perhaps coal mining. The PRO's job is to make the subject seem interesting to all who come into contact with his work.

Many PRO's come into the profession from journalism, but many start as Juniors in a large firm's public relations department or in a consultancy. At present the minimum qualifications to become a Student Member of the Institute of Public Relations are four 'O' levels, one of which must be English Language or Literature. Two 'A' levels are needed to take the Associate Membership examination, but no extra academic qualifications are required to take the Final Membership exam.

One point that most experienced PRO's agree on is that a considerable amount of stamina is required. But one would have to look far to find a career with more opportunity for meeting interesting people, travelling widely and seeing so much of the news-making world.

Further information about this career can be obtained from The Institute of Public Relations, Templar House, 81-87 High Holborn, London W.C.1. 

GEOFFREY NEGUS, 5B