Not only do public relations people keep the lines of communication open and maintain relationships with the media. But public relations people also have to write press releases and they may be involved in producing sales or marketing material. Because of the variety of job duties that a PR person has public relations is a good career for the generalist. A PR person must keep abreast of current events and be well versed in pop culture to understand what stories will get the public's' attention. It takes a combination of analysis and creative problem solving to get your client in the public eye. The content of the work is constantly changing and unforeseen challenges arise every day. When it comes to public relations people not only do they have to deal with the good, but they also have to deal with the not so good and the down right bad. So many times a public relations person has to get creative to try and help their client.