Public Relations – a Global Perspective

In American society, most news is generated through public relations. The position of the public relations practitioner maintaining a positive image between client and public is therefore extremely visible and popular. Generally, public relations professionals possess a media interest and a degree in communications.

In Europe, the picture is different. Only a few universities offer a specialized public relations degree, as the practice of public relations is widely undiscovered. However, the few institutions offering such a degree in Europe present it exclusively as part of their business division.

The further one extends the geographical borders of the field of public relations, the broader the definition appears. But how can such a powerful tool have different roles across the globe resulting in differing degrees and objectives? When looking at what differing public relations portraits have in common, the picture seems clearer.

All public relations professionals serve as a client’s guide to persuade the public in a positive way. In doing so, the professional communications practitioner find themselves dealing with a number of stakeholders such as CEOs, managers, lawyers, policymakers, and most importantly, the general public.

When viewing public relations in a global context, one can clearly see how complex and broad the profession is and will be in the future. In order to be a successful public relations practitioner, it takes more than just a degree hanging in an office. A true professional must constantly consume news and be well informed in various fields of education such as business, law, and political science.

Matt Richter hails from Germany
Matt Richter
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