PR is not a "magic bullet" that can paint a poor company in glowing colors. Instead, it can ensure that positive aspects of a company's business are highlighted and negative aspects are accurately explained so that in the long term, the public image of that company can be improved.

Strategic public relations is more than interaction with the media. It requires sophisticated business skills to create and communicate an organization's global reputation and value to all of its audiences.

The successful public relations professional will be able to:

• Communicate effectively via superior verbal and written communications skills
• Counsel based on an understanding of human behavior and business operations
• Analyze future trends and predict consequences
• Research public opinion, attitudes and expectations and advise action
• Establish and maintain effective two-way communication based on truth and disclosure of accurate information
• Prevent conflict and misunderstandings with diplomacy, promote mutual respect and social responsibility
• Harmonize the private and public interest
• Promote good will among staff, suppliers and customers
• Attract good personnel and reduce turnover
• Encourage an interest in international affairs
• Provide strategic communications support to management
• Deal with crisis through communications techniques

Tactically, the PR professional is often required to:

• Create strategic PR plans - outlining vision and implementation
• Write comprehensive reports and media materials
• Plan and organize news conferences, special events and media interviews
• Produce company marketing and/or sales collateral
• Manage internal communications
• Serve as a company spokesperson to media, community and public groups
• Understand the company's industry, competitors and target audiences to build and maintain a positive public image