Public Relations practitioners are considered to be experts on client representation and media exposure. They know where, when and how to manage and maintain a strong public image for the organization.

A solid public reputation is secured through a multi-dimensional and ongoing process. Whether or not an organization decides to hire a PR firm, it is important for them to be familiar with the tools necessary and available for use in public relations.

Here are five of the more common tools used in Public Relations:

1. Special Events – To speak in-person and engage exclusively with those who are associated with the organization

2. Press Releases – Communicate information to media outlets such as television, radio and newspapers to create a more dependable and significant impact than by using paid advertisements

3. Newsletters – Provide relevant information about the organization and its products/services to develop relationships with the intended audience

4. Blogging – Used to reach an online audience by publishing digital versions of press releases and newsletters and to open the lines of two-way communication

5. Social media marketing – To establish direct communication with the public, stakeholders and other target groups

These basic PR tools are necessities when building and maintaining relationships with an intended audience. PR Practitioners use these tools to stay updated on the latest trends and to represent their client positively in society.

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The objective of Public Relations is to manage and maintain a strong public image for the organization. Such exposure allows the opportunity for developing relationships with potential audiences and functioning positively within society.

Everyone needs help, so why not find someone who has the answer?

Chris Lucas, the author of 3 Reasons to Hire a PR Firm has gained enough experience “to understand what a good Public Relations firm can do for an organization.” Here are the 3 reasons an organization should hire an outside PR agency:

1. You Don’t Have Time To Do PR

Having someone plan and execute promotion and publicity allows the organization the opportunity to focus primarily on the organization itself. There is a job for everyone to contribute!

2. To Maximize a Launch

Having knowledge about various means of promotion including social media, events, award opportunities and other PR related activities can give your organization a leg up on competition

3. To Revitalize a Product or Service

Awareness of outside sources to effectively and objectively represent an organization. Sometimes, even those in-house can run out of ideas and be too biased. Success can happen when we all work together.

These are not the only reasons to consider hiring outside an organization, but Lucas emphasizes their importance based on his professional experience. He has had the opportunity to understand the “client and agency perspective to hire outside PR help.”

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Students typically finish their college degrees and never know how to enter the job market after four years of studying. They hope that the degree was time and money well-spent.

How can we figure that out?

Job Shadows allow students to explore career opportunities and ask specific questions about an industry. Students spend the entire day following a professional in the regular office routine.

Colleges and universities encourage students to seek out and participate in job shadowing professionals within areas of interest. Job shadows are the opportunity to learn outside the classroom and in the workforce.

Many students are likely to figure out which career path to take after asking questions about the industry. It is the learning experience in which students can network and connect with professionals. Sometimes students are able to find their first job after graduation.

The Job Shadow Program at my university motivated me to explore options available after graduation. As a student, the importance of exploring options is essential when pursuing a degree.

Whether you’re still in school, have finished your degree or want to change careers, it helps to spend time with a professional whose career is of interest. It does not hurt to start exploring options and talking to professionals.

Employers, especially alumni, are willing to assist students and answer questions about the job search. Job Shadows are typically during winter break, so be sure to sign up while you can!


When applying for your first internship or job, a resume is the single chance to sell yourself as potentially qualified and to be consideration for an interview. It is the documentation used by job seekers to present their professional background and skills.

As students, there can sometimes be confusion about how to write a resume and what employers expect or look for. It can be intimating to ask professionals to review your resume, given your lack of experience, but they know that you are still taking classes. Employers know that you don’t have that long list of experiences, and are willing to give students the benefit of the doubt.

How can we ensure consideration?

For students, a resume should typically be only one page. Many colleges and universities have a Career Services office on-campus, where students can make an appointment with a counselor for assistance on writing and editing their resumes.

I had several opportunities to get my resume critiqued by university employees and alumni at Bridgewater State University. The office also hosted the annual Job & Internship Fair and provided resume workshops requested by student groups.

Resumes should demonstrate skills and qualities necessary for the available position and possible interest in the industry. Applicants should tailor the resume to mirror the job description, but never copy and paste word for word.

When you have multiple professionals review your resume, remember that everyone has a different perspective on what the resume should represent. Take criticisms into consideration and decide how you want your resume to look.

It should ultimately be a reflection of who you are and what work you would like to do.

The resume could be the most important document that you will write in your professional career. It should reflect exactly who and what you are; a work in progress that is never finished but always looking for ways to improve.