#1

I think the two key points to remember from this week's readings were:
1. The definition of a public relations practitioner.
2. The skills needed in public relations.

The readings made me think more about public relations theory/practice in that public relations is more of a job which focuses more on practical experiences rather than theoretical knowledge.

The definition of a public relations practitioner can be broadly defined as “maintaining an organisation’s relations with its various publics- the group of people who are important to it.” (Don Barnes, 1967) in recent years, it has been defined by Frunig an Hunt as “management of communication between an organization and its publics.” (1996)

This shows that the essence of public relations is one that is timeless; unchanged by time. Even though the gist of public relations may remain the same through the times, the medium through which it employs differs. This is due to the fast paced technological advancements which pervades our life, and the changing environment in which communication is being mediated and transmitted. As such, the job boundaries of a PR person remain vague and ambiguous, as it responds to the challenges and social context of a certain time period. This makes the job versatile and extremely challenging.

The chapter provided a list of attributes in which a PR person should encompass. The list is a mere framework in which it would be best for a PR person to have, and serves as a checklist for aspiring or practicing PR personnel. However, the entire list can be summarized with one word: Dynamic. The job environment of a PR person ensures that being dynamic and spontaneous is an attribute which is paramount. Attributes such as strong interpersonal skills and industry knowledge and perspective with knowledge of applications and processes are characteristics which can be picked up and developed during the job. The quest for learning, and the dynamic attitude should thus serve as the foundations of a PR personnel.

In a nutshell, the role of a PR personnel is ever changing, and responds to the social climate of a certain time period. Theory is only the basis of PR. The element of interpersonal relationships makes public relations a job which is more practical than theoretical.