Go public
If your job is public relations, you need to get out into the public. This means participating in talk shows, charity events, and any other public opportunity you might be given. You need to be "out there" representing your organization and putting your finger on the public pulse. Even if you have the best surveys in the world and you do 10 interviews a day, you won't learn as much about public opinion sitting in your office as you will by stepping out into the public.
Accept all invitations to both public and private events. You need to see and be seen. Plus, there is no better place to network than outside of the office at social events. Understand that your job has a social component and that "social butterfly" really is a part of your job description. Do what you have to do socially to leave a good impression. There are two goals every time you go out. The first is to enhance the image of your organization and the other is to be invited back.
