Professional Media Workshop PR Abbreviation

Question: Discuss about the Professional Media Workshop for PR Abbreviation. Answer: PR, the mirror of the society PR the abbreviation for public relations has the power to make or break the reputation of an organization (Newsom, Turk and Kruckeberg 2012). It is the individual or group of individuals who are handling the PR desk of an individual responsible for the reputations of the company. A PR should highlight the good deeds of the company and should make effort so that the misdeeds are handled tactically for the organization. A PR should be the most knowledgeable person in the organization, starting from the small happenings until the big decision; a PR should know it all (Smith 2012). At times, it has been jokingly said that the CEO of an organization is not updated as then PR is updated about the organization. Not only any private organization but also helps in highlighting some of the negative aspects of society to make the people aware of such happenings. With the advancement of technology, people are getting more unreal and detached with each other. The private organizations are also hiding their misdeeds and the PR will be helpful in getting into the core of the issues. At times, celebrities become their own PR. Taylor swift shared a picture through her Instagram profile to tell about her next music release (Comcowich 2014). The social media sites like Facebook acts as boon for the productivity because of the constant news update. The people are constantly updated about the latest happenings that are taking place in the world. The main aim of two-step flow theory is to make the people aware of the latest happenings. However, celebrities use it in the best manner by letting only the news of their popularity flow rather than the actual news. The word text is replacing every small detail of life. The doorbell is being replaced by the word text. Nowadays, the millennial generation does not ring the doorbell but text that they have reached home. Many organizations hide under the mask of corporate social responsibility to camouflage their mistakes. Shell Petroleum Development Company of Nigeria has very well live up to the promise of the development of the hospitals, the schools, post offices and the women centre (st-andrews.ac.uk 2016). However, the success of their promise reveals that there is no patient in the hospital, no student in the schools, no letter transaction happens in the post offices and no meeting in the women centre, leave aside the protection of women rights. It can be concluded that the PR not only helps in unmasking the defaulters, it also helped in highlighting the technological changes in the society. A good PR is able to make the correct point at the correct time and the above topics pinpointed the issues of the society, organization as well as the celebrities. The main point of each of the issue is mentioned so that the readers get an idea about the problems in the society. The readers will also become aware before trusting any news or organization and recheck things after this PR information. References Behind the mask The real face of corporate social responsibility. (2016). 1st ed. [ebook] Christian Aid. Available at: https://www.st-andrews.ac.uk/media/csear/app2practice-docs/CSEAR_behind-the-mask.pdf [Accessed 25 Jun. 2016]. Comcowich, W. (2014). 5 PR Lessons That Celebrities Taught Us. [online] CyberAlert Blog. Available at: https://www.cyberalert.com/blog/index.php/5-pr-lessons-that-celebrities-taught-us/ [Accessed 26 Jun. 2016]. Newsom, D., Turk, J. and Kruckeberg, D., 2012.Cengage Advantage Books: This is PR: The Realities of Public Relations. Cengage Learning. Smith, R.D., 2012.Strategic planning for public relations. Routledge.