PR practitioners no longer serve as a mouth piece for the organisation. It has evolved to such dynamic roles that it is capable of assisting the organisation in problem solving by drawing on communication skills across a broad spectrum, assisting the organisation in adpating change incur due to global climate, building robust rapport with stake-holders and public, improving organisation image and creating awareness.
As mentioned in the text, Not-for-Profit (NFP) sectores are often good starting ground for fresh PR graduate due to the 'safe environment', along with the liberty for creativity expression. It also helps develop develop interpersonal skills due to the high level of interaction with volunteers, sponsorship, etc.
Due to the NFP nature of the organisation, this means that there will be little budget to work on each project/ assignment. Since the main source of manpower comes from volunteers, PR practitioners need the patience and effort to understand their (volunteers) passion/ motivation to work. As such, the nature of PR jobs require the practitioners to possess a variety of skills set and qualities to comprehend and fulfill the task assigned.
Hi Kenneth, I would have to disagree with your first line. PR people are still mouth pieces for the organisation but it is just that their roles have evolved. In my opinion, PR professions will always be the organisation's mouth pieces. They just do it in different ways, just like improving on the company's reputation and communicating through media releases and with the public and stakeholders.
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:) Vanessa Charmaine