Lesson 4. PR AS A PROFESSION

Text A Necessary Qualities of PR Specialist Text В Public Relations Specialist in the USA

Text A Necessary qualities of PR Specialist

The demandson PR consultants or PR managers are very great. They are often regarded as oraclesand expected to perform miracles.Yet, no matter how great their intelligence, training and experience,they can never be experts in everything. PR man or woman has to be adaptableto be able to acceptthat in PR one never stops learning.The abilityand the willingnessto find out are very important.

The following qualitiesare very important for PR specialist, no matter what his or her backgroundmay be: — Ability to get along with all kinds of people:this means understanding, sometimes toleratingpeople, not flatteringthem.

— Ability to communicate: that is, explain by means of spoken or written Word or by visual means.

— Ability to organise, ability for patientplanning.

— Personal integrityin both professional and private life.

— Creativitywhen designing a house journal,writing a scriptfor a film or videotape.

— Ability to research and evaluatethe results of a PR campaign, and learn from these results.

Responsibilities of the PR manager may be defined as:

— To set targetsor define objectivesfor PR operations;

— To estimate the working hoursand other resources;

— To choose publics, media, time for operations, and best use of manpowerand other resources.

The tasks of the PR manager could be:

— To establishand maintaina good image of the organisation and of its policies, products, and services.

— To monitor outside opinionand report it to the management.

— To advise management on communication problems, solu tionsand techniques.

— To inform publics about policies, activities, products, services and staff so that maximum knowledge and understanding is won.

<== попередня сторінка	\|	наступна сторінка ==>
PR, Marketing, Sales Promotion, Publicity, Propaganda PR and Advertising	\|	Working Conditions of PR specialist

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