• Гідрологія і Гідрометрія
• Господарське право
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• Товарознавство продовольчих товарів

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.

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