SCHOOL OF EDUCATION AND SOCIAL SCIENCES

SEMESTER: FEB 2023

ASSIGNMENT TITLE: MINOR PROJECT
PROGRAMME: BPR
BPR SUBJECT/CODE : EPR 20803

NAME: ENTERTAINMENT MANAGEMENT - FUTURE OF PR PRACTITIONERS IN

THE ENTERTAINMENT INDUSTRY

NO NAME MATRIC NO SIGNATURE

1. THARUNA A/P RAJA 012023021559

LECTURER: MADAM SYUHADA

DATE OF SUBMISSION: 31ST MAY 2023
Table of Contents

Introduction ………………………………………………………………………………… 3

Future of PR Practitioners in the Entertainment Industry ………………………….. 3 - 5

References …………………………………………………………………………………… 6
Introduction

In the modern world, businesses are fiercely competitive, so businesses need to have a
competitive advantage that sets them apart. Companies need to have something that
distinguishes them from rivals and makes them more appealing to the media and the general
public in order to acquire a competitive edge. The final audience for the goods or services
provided is the general public, and the media is in charge of marketing them. (WowEssays,
2023)

According to Henslowe (2003), "Public relations, or PR, help a company gain this
competitive edge." Managing communications between the public and the business is the
goal of public relations. The main goal of public relations is to enhance an organisation's
reputation. People who work in public relations should have strong public relations skills and
be able to portray their employer in the best possible way. Public relations are handled
differently across industries with the main objective being reputation building. (WowEssays,
2023)

The media has long been a tool utilised by the public relations sector to reach its target
audiences. In order to share the story of their organisations and inform people about their
challenges and organisations, practitioners have turned to third-party channels rather than
relying solely on traditional news media. It is hardly surprising that practitioners included the
entertainment genre to their toolkits given the growth of entertainment media. By virtue of its
own design, entertainment media gives an organisation more freedom to tell its story. As a
result, narrative in entertainment media has the potential to be more dramatic and
captivating than in traditional news reporting. (Public Relations Through an Art Form: The
Film Industry, 2022)

The Future of Public Relation Practitioner in the Entertainment Industry

One of the most active industries in any nation is the entertainment sector. This industry
undergoes frequent change, and a small error could quickly damage the sector's reputation.
To improve the reputation of the industry, public relations professionals in this discipline must
be cautious in how they handle communications with the general public. (WowEssays, 2023)

Public relations has the power to improve a bad situation for the benefit of the business. No
matter the circumstance, a public relations specialist should be able to portray a business or
a person to the public in a favourable light. For instance, the entertainment sector includes
the production of films and television programmes. The audience may have a poor opinion of
the kind of television programmes or motion pictures that are screened, and this can
damage the reputation of the programmes' and films' producers. Public relations, however,
can make the best of the circumstance and portray the business favourably.

Hence, based on my perspective and understanding of the future in regards to the

entertainment industry is solely based on the general public's support. Thus, this is where
the Public Relations Practitioner kicks in to portray the entertainment industries such as film
industries, sports, music, performing arts etc in a way where the publics give their full
support to achieve their targets and grow well in their respective business.

A PR staff should be able to plan, create, and implement the appropriate public relations
strategy in order to effectively represent an individual or business. Public relations calls for
the public to be aware of these individuals' virtues in order to enhance their reputations, like
with a filmmaker or recording artist, for example. Because they offer something special, the
public should find a reason to favour particular filmmakers or artists above others.
(WowEssays, 2023)

Moreover, as the entertainment industry rapidly grows evolving technology and trends, being
a PR company, they should be prepared to evolve and collaborate along with the changes
that are constantly changing in these industries such as there are different social media
platforms are used to promote and engage with larger audience and they should be able to
adapt the pattern of turning it into a positive engagement and success. For instance, a PR
company or PR Practitioner could promote the Cannes Festival through Instagram and
Snapchat in the news feed in regards to which celebrities are promoting their new music
album or film through a performance or a costume that will be presented in their work to give
a hint to the audiences. (WowEssays, 2023)

In addition, given the size of the entertainment sector, substantial study should go into public
relations efforts whereas they should be able to recognise the needs of the public in relation
to the industry and the unnecessaries. Moreover, they need to research what could bring
down the reputation and image of the industry through their act and avoid the
consequences. For example in the sports industry, they should advise the athletes to choose
the right brand to promote their activities such as a sustainable, cruelty free, free child labour
brands that they associate to maintain their reputation also the clubs they present for too.
To conclude, an industry cannot thrive without effective public relations, which are a crucial
component of communications. It comprises establishing and maintaining a company's
standing with the public and the media. Since the entertainment sector is delicate and
dynamic, public relations efforts should focus on fostering the appropriate perception of it. To
offer this industry a competitive edge in the market, public relations should be able to revolve
around every facet of it. Also, the PR practitioners should make an effort to fit and provide
the right service and expertise for the industries they settled in by making changes and
adapting the culture and trends involved.
References

1. WowEssays. (2023). Public Relations In The Entertainment Industry Research

Paper. WOWEssays.com.

https://www.wowessays.com/free-samples/public-relations-in-the-entertainment-indus

try-research-paper/

2. UKEssays. (November 2018). Public Relations in the Film Industry. Retrieved from
https://www.ukessays.com/essays/communications/public-relations-in-the-film-industr
y.php?vref=1

3. Public Relations Through An Art Form: The Film Industry. (2022, March 3). Innovative

PR.

https://ucminnovativepr.com/2022/03/03/public-relations-through-an-art-form-the-film-

industry/

4. Waddington, S. (2022). Essay: The future of public relations — Wadds Inc. |

Professional advisor to agencies & comms teams. Wadds Inc. | Professional Advisor

to Agencies & Comms Teams.

https://www.wadds.co.uk/blog/2013/01/23/the-future-of-public-relations