Decide what goods a retail store will sell, and how they will be marketed.
As a Public Relations Representative, or PR Rep, you are a crafter of stories and you work to continually maintain the positive image of your client, creating an “advertising” direction of sorts for them. Don’t confuse the role of a PR Rep with that of a Publicist though; a PR rep will craft a story rather than just deliver it. The two may work closely together to get good coverage (PR) and a lot of it (publicity), or one person may be in charge of both fields.
The daily routine of a Public Relations Representative will revolve around publicizing the correct image out that goes with your client’s latest resume addition. Unfortunately, the role that most people know PR Reps for is damage control, making lemonade out of the lemons thrown at you by your difficult clients. There is more to the job though: the Public Relations Representative will also craft press releases with your client’s Publicist, and help direct the content of publicity campaigns.
You will have great written and verbal skills (as well as persuasiveness in both), a good manner with the public, networking skills, and a really good understanding of the media and how that machine works. You should also know how to alter stories based on the media outlet you’re pitching to, and you should be constantly aware of how your client is perceived by the public.
At the end of the day, you get to work with big companies, little upstarts, celebrities, and political figures, and you help those people make the very best versions of themselves.