Worth reading or viewing
Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations. This “eperini Readview” references a U.S. NEWS and World Report  article  that lists public relations specialists as one of the best jobs of 2012. –mbp
by Kimberly Castro
The Rundown:
Whether you’re the press secretary for the President of the United States, a communications director for Google, or a media specialist for a small nonprofit, your main goal is to generate positive publicity for your client and improve their reputation.
As a PR specialist, it’s your job to cultivate and maintain close and productive relationships with journalists, bloggers, and opinion leaders. You’ll be asked to create print and Web-based communications materials—which may include story pitches, press releases, Q&As, presentations, video scripts, and speeches—ensuring they are consistent with your client’s image and message.
Other responsibilities range from acting as a company spokesperson for a wider variety of media inquiries and speaking directly to the press on behalf of your client (sometimes deflecting negative criticism) to preparing your client for press conferences, media interviews, and speeches.
Social media outreach has become an integral part of a PR specialist’s job in recent years. “With the onset of social infrastructure such as Facebook, LinkedIn, Twitter, and Pinterest, combined with the versatility of Web tools, the jobs of public relations specialists are growing at a fast clip,” says Gerard Corbett, chair and CEO of the Public Relations Society of America (PRSA).