Public relations could be a nearly $9 billion industry with a mission to manage and build the reputations of companies and individuals. It does this by aiming specific information at target audiences, like the general public, investors, partners, or employees, to introduce or maintain a selected perception of the corporate or individual. Two words closely related to PR are image and spin. In terms of image, the way a corporation, brand, or person—and this could be anyone from a celeb to a company executive or political figure—is portrayed within the media and perceived by the general public could be a strong determiner of recognition. Greater popularity can translate to increased product sales, greater company revenue, more fans, and even more votes. Spin is what happens when PR specialists emphasize information that puts clients into a more favourable light. For instance, when a corporation or person faces a reputation-shaking crisis, it’s the PR representative who strategizes what to write down about things and where and when to share that message to create the client look nearly as good as possible. Job titles within the PR industry vary but normally the categories of jobs include media relations specialists, communications specialists, community relations professionals, press secretaries, spokespersons, account coordinators, PR coordinators, account executives, account supervisors, directors or vice presidents, publicity officers, and independent consultants.
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