The field of public relations has been practiced for centuries, and it has influenced businesses, governments, and the media. Its activities vary by discipline, but are usually similar. These activities include press releases, speaking opportunities, newsletters, blogs, social media, and press kits. Some businesses use video news releases and audio news releases to increase awareness of their products. However, these methods have limited success, especially because the public is not always aware of them.
While there is room for a lot of variation among public relations professionals, one common trait is that they must have some degree of training in the field. Some public relations practitioners also have to work on improving their profession through research and development. They should be able to build relationships with clients and educate themselves on their industry and audience. They must also be committed to providing unbiased, responsible work and keeping clients happy. But they can't do this without a degree in communication or journalism, and the ability to learn about various industries and their customers.
The public relations practices of a business should also focus on its competitors. It is important to know the competitors in the industry and their products. The influx of competition can help a business improve its image and attract new customers. Uber, for instance, was recently attacked for its racially discriminatory culture. Its competitor Lyft took advantage of this and positioned itself as a more ethical alternative. This negatively impacted the brand image of Uber and its sales.