The Public Relations Professional

What is a public relations professional? This is a person who is politically-correct. They are sensitive to not offending or alienating any one. Being inclusive is their driving force; gathering as many people as possible to a cause or issue. While they recognize generating 100 per cent support is not realistic, they still strive for that goal knowing they will fall short. They do this by devising specific messages designed to persuade. They do that by getting to know their potential supporters, including what is of most concern to them, what questions they may have, and what choices, if any, they have made in the past.

The public relations professional knows all communication efforts are not about them or who they represent. Their efforts are about "the other guy."  They know that building a bridge between their client and perspective customers or allies can only be done properly by looking beyond their own perspectives. Thus, they are loyal to their clients by gaining as much insight into non-clients as possible. If successful, they know that not only will they generate greater support for that which they represent, they will also create alliances that will likely last beyond a specific campaign. Public relations, they know, is as much about persuasion as it is developing partnerships.

Public relations professionals know the act of communicating is much like walking a tightrope. One misstep can often lead to a breakdown between publics. They respect all efforts to communicate. They hold it to be sacred because they know, much like love, its only chance of lasting is through continuous effort. What works today may not necessarily work tomorrow. The public relations professional may get discouraged but this solider does not give up. Ongoing relationships, they know, are worth fighting for, especially when built on honesty, mutual trust and respect. The public relations professional sees effective communication as being essential to the betterment of mankind.