Attributes of a PRO

ATTRIBUTES OF A GOOD PR MANAGER

Public relations is primarily a profession. Like other professions, one who wishes to make it one’s career can practice it. Every profession demands expertise and knowledge on the part of the person entrusted with the job, for the efficient performance of functions. Public relations, which involves communication and interpretation of ideas to and from the public, is a very exacting profession. An engineer can hardly make a good PR practitioner; in just the same way as a PR professional cannot make an engineer either. Each profession has its own body of knowledge and training, imparted systematically.

Expertise

PR profession is based on the principle of a two-way communication process – communication or informing the public of the policies of the organization, and of keeping the organization informed, in turn, of people’s reactions to them. Such a two-way communication is not easily achieved. It calls for certain skills and expertise so that the communication can be effective in accomplishing its goals. It is for the PR profession to shoulder this responsibility and handle the job efficiently. This is a task that can be done by no one else, but a Pr Manager, experience in the skills of communication and public relations techniques.

The doyen of American public Relations, Edward L. Bernays, defines a PR counsel as “the practitioner, a professional equipped by education, training and experience to give counsel to client or employer on relations with the publics on which the subject depends. He sets about his task by analyzing the relations of the subject and the publics. He then advises on the attitudes and actions necessary to attain the social goals, and then interprets the subject to the public. PR counsel functions on a two-way street. He interprets public to client and client to public”.

This pithy definition makes it clear that the PR profession is mostly based on the skills of mass communication. To make a career in public relations, one has to master two interrelated areas, the art of mass communication and the theory and practice of public relations.

Erroneous Notion

Many seem to entertain the erroneous notion that they can be successful PR professional simply because they are extroverts and they enjoy meeting and talking to people. Others seem to feel that for success in the profession what they need is to be courteous in their dealings and be good at the art of public speaking. There are a few who think that their mere personality could make them a success. While these qualities are necessary requisites for success in public relations, they are by no means wholly sufficient by themselves. Many more attributes are required. In the modern information and knowledge era, the personnel handling public relation profession need certain basic personal qualities, educational qualification and professional skills.

Qualifications

The committee on public Relation and publicity in public undertakings (1960s) recommended the following as the minimum qualifications for P.R.Os, in public sector enterprises:

a good university degree, preferably in humanities,

Personality to communicate effectively with a variety of people inside and outside the organizations at various levels,

Capacity for sustained hard work and ability to handle different human and organizational problems;

Writing and editing of news items, features and articles;

Experience of working in an advertising agency; ability to write scripts and commentaries for films and broadcasts; understanding of the ability to utilize various media of mass communication. Viz. press, printed material (house magazines, pamphlets, leaflets and other company publications), radio, films, audio-visual programs, etc.;

Institutional training in public relations would be a very desirable qualification,

Persons who head a P.R, set-up should have the quality of leadership and skill to handle creative writers, visualisers and artists to get the best out of them”.

Keeping in view the modern information technology, many more requirements have been added.

Qualities preferred

While calling applications for the posts of Pr managers, most of the organizations preferred the following essential requirements;

Deep interest in new media, with an aptitude for technical details.

• Appropriate tertiary qualifications in public relations.
• Ability to manage and direct PR campaigns
• Willingness to work as a team player and in flexible hours
• Ability to write news worthy press releases features, develop and implement PR strategy, create and maintain good relationships with the media, publicize a variety of products, work against deadlines and keep a smiling face.
• A degree in communications or a related discipline is preferred, along with a minimum of three years’ extensive experience in public relations; A creative thinker and problem solver.
• Good understanding of the media and Internet. Creative and consultative style.
• Experience in managing and implementing communication plans for multiple business units.
• Editing and producing colorful house journals, video magazines.
• Fostering PR awareness within the organization.
• First Class Graduate/Post graduate from a recognized University with post graduate qualification in public relations, advertising, journalism, mass communication or management from a recognized institution/university. Or fulltime MBA with specialization in Marketing.
• Developing and sustaining the image of the company as a market leader in its areas of operations; developing appropriate and related corporate communications programs; monitoring the business, media and competitive environment and suggesting appropriate communication responses to the management.
• Providing communication support to other functional areas, specially marketing groups in the area of product launches, market research, advertising, audio-visuals exhibitions etc.
• Maintaining effective media relations and developing PR plans for various units of the company and guiding their activities in the area.
• Should have a pleasing personality and be able to freely interact with senior company executives.
• Should possess excellent command over language and communication skills.
• Should have in-depth knowledge of and experience in developing corporate communications programs including developing campaigns, internal communication and print publicity programs, budgeting and conducting market/opinion research.
• Should have considerable experience of interacting with advertising agencies, PR agencies for developing creative briefs and development and execution of the various programs.
• Must be energetic, result driven, innovative and influential communicator.
• Keep the eyes and ears of the management open to people’s reactions.
• Act as an ambassador of the company.
• Create goodwill and all round understanding of management problems and practices.
• Project the image and reputation of organization to various publics.
• Serve as an antenna-cum-receiver by providing regular feedback information and disseminating organization’s policies both within the employees and external publics.
• Identify organizational problems and measures to solve them.
• Make the management more and more public relations conscious over a period of time.
• Improve relations with share-holders and financial community.
• Promote better customer and community relations.
• Organize events and sponsorships.

No doubt, the foregoing may appear too much and too difficult, but they may be attempted in a phased manner.

Four Roles

In a larger sense, the functions of a PR manager are four fold. It involves the role of an analyst, an adviser, an advocate and an antenna.

The Analyst

It is the primary responsibility of a PR Manager to analyze the situation and the environment of an organization which includes the attitudes, opinions of the people and their problems. In a way, it is a process of ‘pulse reading’ of the public.

The Adviser

Based on the situation analysis and problems identified, the PR Manager has to formulate a policy of action or programme for solving the problems confronting the organization and improving the relations with the people. The policy and program as designed by the PR Manager as an adviser are placed before the management for approval. This is the second tier in the job profile of a PR Manager.

The Advocate

The advocate is one who speaks in favor of or supports a cause. The PR Manager is considered an advocate who not only speaks for the organization but also implements PR policy through various tools of public relations. This becomes the most important aspect of organization’s PR activity. As an advocate, the PR Manager has to implement PR programs through the various communication channels.

The Antenna

The dictionary meaning of an antenna is “a long thin sensitive hair-like organ existing in pairs on the heads of some insects and animals that live in shells, and used for feeling. It is also an aerial used in sending and receiving electromagnetic waves”. The TV has an antenna. The role of an antenna though very important to an organization is much neglected. PR Manager, as an antenna, must evolve a system of collecting and conveying correct feedback information to the management periodically to enable it to fine tune its policies and programmes in tune with the wishes of the people.

The entire edifice of PR Managers’ role is based on the above foud key parameters, the four pillars on which the PR Manager stands firmly to serve the organization. Such a job is not accomplished easily. It requires qualities and personality of a high caliber.

Four qualities

In the making of a successful public relations professional, a survey conducted by ‘PR Voice’ reveals that PR managers and PR consultants need four types of qualities. They are (a) personal characteristics (b) educational qualifications (c) professional traits and (d) knowledge of psychology.

A – Personal characteristics

The following personal characteristics sum up the efficient PR practitioner, no matter what his or her background may be.

• Ability to get on with all kinds of people. This means understanding, and toleration in an ample measure.
• Ability to communicate: Ability to explain by means of spoken or written word or by visual devices.
• Ability to organize that calls for thorough planning
• Ability to use imagination: Having a creative sense, as and when designing a house journal, writing script for a film or a videotape; planning campaigns and seeking solutions to problems.
• Ability to advise: To have ready access to information; the PR Manager is often expected to be Cir Oracle commanding all round respect.
• Ability to research, analyze and evaluate the results of a PR campaign and draw lessons from the findings.
• Genuine bone-deep interest in people around and behind him.
• Habit of extensive reading to acquire more knowledge.
• Aptitude for writing.
• Ability to mix with people easily.
• Positive mindset.
• Ability to face challenges unfazed.
• Inspiring leadership qualities
• Alertness and Vitality.
• Empathy

Of course, these are the qualities that are to be cultivated assiduously over a period of time. Herein, the element of gradualism will play its inevitable role. In other words, he/she cannot be a perfect picture overnight.

B – Educational Qualifications

The basic minimum qualification must be a graduate in arts/science/commerce. One should possess professional qualification such as Bachelor of Public Relations, or Bachelor of Communication and Journalism, or Diploma in Journalism; Diploma in Public Relations, Masters Degree in Communication and Journalism (MCJ); MA in Public Relations, MA in Advertising and Public Relations. One should also be computer literate with the capacity of handling I.T new media such as computer, internet, website, fax, e mail etc.

M. Phil or Ph.D in Communication or Public Relations are considered as additional qualifications. In all posts, persons having 3 to 5 years experience in public relations are preferred.

C – Professional Traits

Those who plan careers in public relations should develop five basic professional skills. They are (1) Writing skills, (2) Skills in effective communication (3) Research ability (4) Planning expertise and (5) Problem solving ability.

Writing Skills

Ability to put information and ideas on paper clearly and concisely is essential. Good knowledge of grammar, spelling and language is a ‘must’. Write to ‘inform’, not to ‘impress’ your audience.

Skills in Communication

Effective communication in organizations depends both on structures designed and skills applied by PR practitioners. Patient listening is an effective skill than speaking. Adequate knowledge of traditional media, mass media and I.T. new media is a must.

Research Ability

The PR professionals must have the persistence to gather information for a variety of sources as well as to conduct original research by designing and implementing; for example Opinion Polls or Communication Audit.

Anticipatory Change

Ability in understanding the human environment is a must for a PR Man. PR programs may not click if the organization does not do its homework by assessing audience needs and perceptions.

Planning Experience

A PR program involves a number of communication tools that must be carefully planned, implemented and coordinated. One should be a good planner.

Problem Solving Ability

Innovative ideas and fresh approaches are needed to solve many complex problems of today.

Continuing Education

PR professional must be prepared to be exposed to 20 structured, a 20 unstructured hours of continuing professional education program each year “Live and Learn”

Ethics

Finally, the PR professional, in order to be successful in his profession, should base the work on a high pedestal measure of ethical content. PRSI has adopted a 13 point code of professional conduct, which is relevant to all PR professionals in India. It should be the endeavour of all PR professionals to follow the PRSI Code of Professional Conduct.

D – Knowledge of Psychology

Public Relations professional is primarily a psychologist, a master of human behavior. A successful PR manager must be in a position to study and understand the human mind and behavior. It is because the quintessence of public relations is to influence and change the attitudes of publics towards one’s organizational goals, products or services.

Here is a short listed Dos and Don’ts for an effective PR manager;

Do’s

1. Intimate knowledge of the organization to act as source of information for both internal and external publics.
2. Eyes and Ears of the organization to represent both management and public as harmonizer.
3. Organizing ability to get along with all people.
4. Extra overt, team spirit and positive mind.
5. Skills in communication interpersonal skills and full knowledge of mass media and I.T. new media.
6. Honest, sincere and hard working.

Don’ts

1. Never hold out public relations as a ‘mumbo-jumbo’ or a ‘panacea’ for a given situation.
2. Never be a panegyric.
3. Never seek personal publicity
4. Never hustle people around you, move slowly and cautiously.
5. Never act as a trumpeter and drumbeater of organization or an individual.
6. Never forget to respect the dignity and worth of human being.