What is Public Relations? Who are PR professionals?

When I realized my sophomore year that I didn't truly have a passion for biology and that maybe I didn't really want to be a doctor, I had to do some soul searching to decide what I wanted to do for the rest of my life. What I did know is that my family had payed a ton of money to put me in classes that I hadn't enjoyed or done that well in, I was severely unhappy, and my next career choice would have to be my last because my family couldn't afford to keep me in college for the rest of my life.

Before college I knew that I wanted to continue studying English or Biology, but chose the later because I didn't want to be an English teacher and didn't know what else was out there for me. Now that I had learned a little more about the business world, and was in a position where I could pick anything I possibly wanted, I couldn't help but be drawn to communications.

I missed writing, communicating, socializing, understanding people and the world, and staying on top of trends and current events while studying and analyzing old ones. I craved what the journalism world buzzed around, knew I was specifically interested in writing and communications, and had a knack for talking to people. After talking to friends and advisors I landed on the pathway to a B.A. in Strategic Communicatons/ Public Relations with minors in Marketing and Social Science. 

I was nervous to tell people what I was doing, because every PR professional that I talked to could give me a list of common things that they did, but each person's list was completely different because each kind of company calls for totally different PR. Thus, I knew that I would have no clue what to tell people when they asked me what I would be doing in my future career, and after changing to something so totally different, that might not look so great. Also, almost every single one of the PR professionals I met said something along the lines of: "there is no one definition for PR" or "I can't define PR and it will always be changing," and that doesn't help answer mom or grandma's questions, either.

However, I quickly learned what PR was and what it entailed. I learned that in my profession companies would need my help maintaining their reputation and reaching their goals, most of which demand the help of communities and people, through some sort of channel (which is where I come in). Finally, I learned that I loved it.

Searching through articles today, I found one article called The Best PR Approach for Any Budget by Margarita Peker where she offers an explanation about what PR professionals do that I really like:

"Of all marketing disciplines, PR people are - in a sense - the luckiest. Our challenges, opportunities and successes need not always be tied to budgets, but rather to the quality of our insights and ideas.

As communication specialists we will always be in a position to add value - whether it's for awareness, advocacy or anything in between. The question then becomes: How can our skills add the best value?"

The opening statement is what I have found fulfilling about PR myself. PR is about ideas and connecting with people, and it doesn't always require the biggest budget or the most opportunity; it requires wit and strategy, always unique to the situation or goal.

The Second Statement, about adding value, is what I have decided is one of the better ways to describe PR to people. PR always adds value, helps reach goals, or promotes and achieves in some way. It should only boost the reputation of, communication within and objectives met by the company.

Last, the question Peker asks is one that I have heard before and hope to keep in mind throughout my profession. I think it is a good place to start each project, and a nice way to start off this semester.
So, when you catch yourself wandering where to start on a project or task this semester, try to ask yourself (and I will too):

"How can my skills add the best value?"

And, when mom asks you what public relations is because she still doesn't get it, tell her that she might never understand and just know that you are simply "valuable."