A PR practioner first of all must be experts in media relation as they are the front line for Organisation in terms of media issues. Therefore, they must be able to counsel and provide answers and suggestions to companies executives on ways to deal with media They must also be able to obtain facts. Write journalistically, plan and place stories and know how and when to distribute the final work. They must also possess a …showed first 75 words of 867 total…

…showed last 75 words of 867 total…right methods, process and procedures and techniques to do so and there must be constant upgrading with the IT moving Expecting results Then he/she must be able carry out good and meaningful analysis. The development of right perception about the organisation will enhance the consumer’s confidence and the positive expectation of results will improve market share and shareholder’s value. Basically, in a crisis, PR is the key factor in restoring market confidence