Public Relations Practice

After reading the chapter on Public Relations Practice, I realised that the practices of a practitioner is heavily influenced by the values of the company which are also affected by the culture of the country. Especially when world in a multi-national company, a practitioner have to understand the company's culture and be prepared to adapt since varying cultures are significantly different from one another.

There are different sector a PR practitioner can work for, namely the not-for-profit sector, corporate sector and public sectors. The sector that interest me most is the NFP sector as it seems to offer the most challenging set of expectations to a practitioner. As the budget for NFP sector is usually small, PR practitioner are forced to rely more on their creativity to work on the limited resources that they have rather than relying on the tried and tested ways of a larger corporate sector. In doing so I would be able to try out new methods and approaches for the company, though at a higher risk of failure. The need for interpersonal skills is also important as it requires the practitioner to work with people from all areas of the sector as there are needs to manage volunteers and continually motivate them to serve the cause of the organization.

Such demands of a NFP sector would certainly provide valuable experience for a graduate and would do well to improve one's resume.