Job Description:
Public Relation is a function of management that involves monitoring and evaluating public attitudes and developing relationships with sections of the society, whose support and goodwill is necessary for the success of a venture. Work in this field may take many forms like within the organization a PR person would be involved in management-employee interaction, organizing social and cultural gatherings to encourage management-staff contact outside the work environment; group discussions to explain reasons for implementation of a particular policy and so on.

Outside the organization the work would involve liaison with other agencies, like government departments, trade unions or even other companies, whose cooperation is required for smooth flow of operations; developing relations with the press to ensure wider coverage of the organization’s activities; managing complaints from consumers regarding the availability or quality of a product or service; organizing events like fairs and exhibitions; sponsoring sports tournaments, cultural festivals or beautification schemes etc.

Another important and specific area of work in this profession is that of image building or creating public identity for a corporation, a political party or even a political leader or sportspersons. With regard to an organization or a political party, this would mean projection of its ‘work culture’ or philosophy. In case of individuals it would require advising them on every aspect of personality, including dress code, behavior, statement given in press, public appearances etc.

‘Lobbying’ though relatively new in India, is another interesting area of work in this profession. It is a strategy used to raise public consciousness and influence policy makers in areas like environment, human rights, education and children’s welfare etc.

Educational Qualification:
Even though, specialized qualification is not absolutely necessary for a career in this field, and many companies appoint management graduates or even simple graduates, in social sciences, liberal arts or humanities, however, a diploma in PR definitely gives an edge in the increasingly competitive job market.

Most PR courses are postgraduate courses and can be pursued after simple graduation. Selections to these courses are on the basis of the performance at the graduate level. Duration of these courses is approximately one academic year. Some institutions also conduct short-term and refresher courses for those already working in this field or wishing to make a career change.

Opening:
Employment opportunities for PR personnel exist in corporate organizations, public sector enterprises, government information departments, hotels, tourism industry, consultancy firms, banks, financial organizations and with political figures and public figures.

Nowadays image consciousness holds the key to success and increasing number of companies are becoming aware of the importance of public relation. Therefore career growth and prospects in this profession appears to be assured and bright.

Indian Information Service (IIS) is a specialized service carrying out PR function. UPSC recruits these officers through Civil Services Examination.