Is a PR Degree Necessary?

The last class of the semester posed the question of the importance of having PR degree to work in the industry or if it is all about connections and personal qualities.
This particular class made me think a lot, because as we are all students studying a masters degree on PR we should all think that a degree is necessary to work in this industry, but because of my personal experiences and through asking different people working in the industry I came up with the conclusion that a degree is not the most important thing, and what really makes a difference in this industry is how you manage to understand and treat different kinds of people. Is all about people liking you, if they don’t like you for any reason they won’t hire you.

There are several aspects which I think are very important: first of all personal qualities, if you don’t have any personal qualities to offer a certain company they will not care if you have ten masters on PR. Secondly the languages, as it is very important in this industry to speak at least two or three languages: thirdly, your degree, and the last but not the less important is your appearance. This is what I personally think, and what different practitioners have told me off the record.

So to conclude this statement, I must say that it doesn’t matter how much you study or how good your grades are, because if you don’t get to know the right people, you will probably find it very difficult to have a good job.

Social Media Can Bring about Change

Today we had a very interesting class; we had a guest speaker who brought up very interesting points to think about. The class was about social media and how changes occur, and at the beginning he asked all of us how we thought changes happen. My personal opinion is that changes happen very slowly, and in order for something to change it has to be socially accepted so that people can change their attitudes or perceptions about a certain aspect.

The guest speaker explained his view about how changes can happen, and he talked about several real cases in which a change had happened. He argued that changing an attitude is not very important in order for a change to happen, he said it was the least important, therefore my question is; If public relations practitioners are working towards changing attitudes, can they contribute for a change to happen in society? According to the guest speaker, changing an attitude is the last thing he would do to make something change, but what I have learned throughout these two semesters is that public relations has the power to change peoples perceptions, minds and opinions. You can find evidence that support my argument in my first post, where I wrote about PR during war and I gave the example of the Israeli and Palestinian conflict. From my point of view everything is about PR, and as well as making an idea or a product to be sold, we can change people’s way of thinking, and after changing peoples opinion about something, changes slowly start to occur.

It Is true that social media nowadays is a very important tool for PR practitioners, and it may help to change people’s attitudes towards something. Facebook is a very powerful tool which has also helped politicians to win elections, like the Obama example, but not only that, but it is helping companies to sell their products through different social media platforms, such as youtube. Here you can watch a video from youtube on Obama’s campaign. This video was watched by thousands of people and this helped him win the elections. So conclusion to this class is that, yes PR can change attitudes using different tools such as social media, and here you have the example.

Crisis Management

Crisis management is a very big issue for every public relations practitioner, because when there is crises management there is a need of good PR work.
What we did in class was recreate a hypothetic crisis management situation, and tried to act as if it was real. We, as a whole, where divided into groups and the outcome of how all the different parts on a crisis situation where acting and how everything worked out was really interesting.

Word reputation is essential in public relations and, to sustain a positive reputation, it’s important that the public relations practitioner is aware of every situation before it happens.

“Identity programs also have great deal to do with sustaining reputation. Coherent self-presentation and consistent projection of reinforcing images help to build and maintain favourable appraisal by constituents”. (Charles J. Fombrun. Reputation. P.201)

As I mentioned the week before, the identity of an organisation or of a brand is very important in order to help with their positive reputation. The problem comes up when the identity is not coherent with their attitudes or actions and then the crisis crashes into the organisation’s face before they can even see it coming.

As the book that I’m reading currently is about reputation, I am going to quote some of Charles J. Fombrun’s words, “Reputation tends to only count after the fact, when a crisis has already hit. Then they want you for a damage control.” (p.192).

Identity and Country Branding

Our last class was about International Public relations and we also discussed country branding. After a couple of days thinking on this issue I came up reading a book written by Mark Rowden entitled “Identity”. I found it very interesting when the book came to analyse how important identity is in order to build up a positive reputation for a certain brand. In this case, the brand would be a country, and I’ve been thinking about my own country “Spain”, and I came up with the idea that without exposing our identity to the rest of the world, which is created through the cultural aspects we, as a country, would not be noticed by the rest of the world.

“Culture is always a form of pretence. It pretends to be itself, at times may even parody itself. Your culture is also the full gamunt of association you allow yourself to reside within – not necessarily what you say but how you say it – not necessarily what you wear but how you wear it” (Mark Rowden. Identity. P.133)

This quote illustrates what I mentioned in the above paragraph, and adds to the idea of how you transmit your identity.

I believe that another important aspect of country branding is consistency. It is important that their messages, their images and their music, in other words, everything that includes cultural aspects must be consistent in order to create a successful brand, in this certain case of a country.

“Your identity needs critical mass. An audience needs to be able to clearly recognise your sameness, but not necessarily because this sameness is a consistency also shared by your competitors, for that is merely conformity with others”. (Mark Rowden. Identity. P.149)

After reading the book, I analysed my own country branding and realized its all about public relations and about what each country want the rest of the world to perceive about them.

If some of the followers of my blog are interested on the Identity side of public relations I recommend this book, as it has been very interesting as well as helpful to understand how brands are generated.