Week 4

1. I think the key points to remember from this week's readings were...
There are many different roles/jobs that a Public Relations Practitioner can take. The role a practitioner takes in one organization may be the same as the role that another practitioner takes in a different organization, however because of the dynamic nature of each different organization this role can be very different. Some of the common PR jobs include:
- Marketing and communications assistant
- Account manager
- Communications consultant
- Media and communications manager
- PR consultant
- Core values and corporate communications manager
- Marketing communications manager
- National sales and marketing manager
- Communications director
- Marketing manager
- Assistant director, media and public relations
- Media adviser
- Managing director/owner
- Executive director, charitable foundation
- Owner/sole operator
As you can see the jobs range from entry level employee to the higher level executive roles within an organization. Throughout one’s career, most practitioners aim to build their career to the higher level role. While the majority of dedicated practitioners do achieve this goal, depending on the organization other employees may remain stationary in a position for a large length of time.

2. The readings made me think more about public relations theory/practice in that
Any job in public relations is going to be a busy fast-moving job. After reading the different case studies, it became obvious that PR is a full-on occupation of long hours and hard work. It is not the glamorous, dinner-dining job that most people often believe. To succeed at a PR practitioner’s career one needs to be motivated and enthusiastic about their job. It is also important to try to gain employment in an organization that interests you because you need to believe in what you do and believe in the firm’s aim. There is no way one can do their job to the best of their ability if they do not ‘live and breathe’ the goals and philosophy of the organization.