Public Relations is just that – ensuring an entity has good public relations to whoever it wants to have good public relations with. It does not require a degree from any university to be able to effect fabulous public relations campaigns for an organisation. What one needs to do is merely strategies what’s best for said entity – and that could be a spectrum of difference from one organisation to another.
Which is exactly why you don’t necessarily have to have a degree in public relations to create the best possible public relations campaigns. You need common sense, business sense but more than this, you need to be savvy with the topic, and savvier still with people skills. You need to form alliances with internal to external stakeholders, possess street smarts in tackling a problem, research on what is wanted and find ways to deliver it, utilize strategy that is industry driven and generally create goodwill, continuously.
What is the difference between Public Relations Campaigns and Corporate Branding Campaigns ? Well, what’s in a name that which we call a rose by any other name would smell as sweet? Well, ok there is a slight difference. Public Relations Campaigns are your universe in a 360 degree attempt to attract visibility across all spectrum of any clients using all tools – and Corporate Branding Campaigns are a subset of it – meaning this is a targeted niche area of expertise. In both , our objective is to create a larger than life hype that stays in the hearts and minds of the audience, but for the latter, it can get very focused on alignment between stakeholders and perception to investors.
In corporate branding, you need to get the right message out to five distinct stakeholders – the government , their investors , the media, the public at large and their own employees. An underlying message that is fundamentally the same, but intrinsically different from one to another.
And look at what stage they are in at the moment ? Going for listing or fighting a crisis ? There is no one size fits all, and no proven science to it, or a fixed methodology. That is why you do not need a degree to be an excellent public relations professional. You need to be smart, that’s all.