The face of communications, relationship building, listening and mutually beneficial dialogue has been fundamentally changed by the rise and rapid advancement of the digital world. Like never before, the internet, social networking, mobile devices and a myriad of communications technology are bringing people and organisations together.

New Media, Web 2.0, Rich media, Converged, Digital…. whichever phrase one chooses to utilize, this topic is of great significance to the practice of public relations, whether they are in-house or consultancies.

I find the dynamic and ever changing nature of the digital realm continually fascinating and have developed a particular interest in Public Relations and New Media. Everyday I am learning more about this PR practice of leveraging online media and using search and the social web as channels of communication, engagement and influence.

In my view, the digital platform has several advantages in that it is multi-channel, conversational, transparent, integrated, fast-moving and international. All these elements compliment the existing strengths of the PR industry placing it in a prominent position in the communications field.

In the bid to create and sustain relationships of mutual understanding between an organisation and its relevant publics, within an increasingly ‘transparent’ world, the digital landscape gives us valuable tools to create these conversations. Through the digital world, we have the ability to reach all our target audiences simultaneously. It also offers an affordable, quick and simple way to evaluate the impact of our communications, finally demonstrating that PR can support sales and business development.

For forwarding thinking PR practitioners, understanding the relationship between, and the subtle distinctions of new media, will considerably increase their opportunity to generate positive coverage and great results.

I thought a great way to kick off the launch of my very own blog would be to answer some ongoing questions.

Recently, some of my ‘Science-y’ friends (we are a huge pack of nerds ) have been asking me what it really takes to be in the PR business. Is a degree really necessary? Does one have to have certain character traits? Is it really that difficult to run a campaign? Is it more difficult that designing a machine that refines crude oil or performing surgery? The prehistoric argument pitting science against the arts; it would take many other blog entries to really do justice to that long winded discussion.

Within the wide field of communications, there are ongoing debates about the real definition of PR, especially in light of marketing. Whether PR is defined as a discipline in its own right, or simply a marketing function is yet to be established by PR and marketing practitioners. I wonder whether a consensus is even possible. For now though, I will focus on PR as it is practiced in most consultancies.

A good place to start would be with a definition. What is PR? PR is defined by the Chartered Institute of Public Relations as “the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.” Essentially, it is the presentation of information about an organisation or individual to the outside world – to the media, and the public.

The theory of PR, keeping a good reputation, is simple. The realities are often more challenging as companies are rarely blessed with an ideal public profile at all times, and, at worst, can face an uphill struggle to change a strongly negative opinion into a positive one.

To be successful in PR, you need a wide range of at-times contrasting skills. I degree is not necessary, but it is advisable. Perhaps the most essential ability one must have is that of effective communication, for liaising with colleagues and clients. You need good organizational and administrative skills, as PR campaigns are often layered, multi-faceted and complex, and involve significant amounts of administration.

Creativity is a must, whether you are devising a stunt to raise awareness of a product, or writing copy for a press release, to take two instances.

In addition to all this, working in PR is often quite demanding, especially when an event or a launch is coming up. You’ll need to be able to cope with and perform under this kind of pressure – and be willing to work long hours at times.

To add on to that, people working in PR have to be a jack of all (relevant) trades. They need to be able to assimilate a suite of information relevant to the sector they work in. For example somebody working in investment PR will need a grasp of basic financial concepts but more importantly of different firms’ positions in the marketplace, and their images in the eyes of customers, competitors, shareholders, the media and the public at large.

As well as the challenging aspects noted above (and because of them), the rewards in PR, if a campaign goes well and your client receives great media coverage and is over the moon, make this a highly satisfying career!

Clearly, PR practitioners tackle a wide range of tasks and clients. In a nutshell, PR IS RARELY EVER DULL!!!