What makes a PRO

PR PROFESSION - QUALIFICATIONS, FUNCTIONS, QUALITIES,

PR profession is based on the principle of a two-way communication process – informing the public of the policies of the organization, and in turn, keeping the organization informed, 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 attaining 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 practitioner, well versed in communication skills and public relations techniques.

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 interesting profession. Each profession has its own body of knowledge and training imparted.

MISCONCEPTION

It is wrong to perceive that one can be a successful PR professional simply because he is talkative and freely mingle with and talk to people. Some even jump to conclusion that smiling and shaking hands is all that is necessary to practice PR. 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 relations profession need certain basic personal qualities, educational qualification and professional skills.

QUALIFICATIONS

The following are the minimum qualifications for a PRO in public sector enterprises as per the committee on Public Relations and Publicity in Public Undertakings (1960s)

A degree, preferably in humanities,

Ability to communicate effectively with a variety of people,

Capacity 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; to utilize various media of mass communication. Viz. press, printed material (house magazines, pamphlets, leaflets and other company publications), radio, films, audio-visual programmes, etc.;

Most of the organizations prefer the following essential requirements while calling applications for the posts of PR managers these days.

• Deep interest in new media, with an aptitude for technical details.
• 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;
• Good understanding of the media and Internet. Creative and consultative style.
• Experience in implementing communication plans for multiple business units.
• Editing and producing colorful house journals, video magazines.
• Fostering PR awareness within the organization.
• Developing and sustaining the image of the company as a market leader in its areas of operations; developing appropriate and related corporate communications programmes; 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 programmes including developing campaigns, internal communication and print publicity programmes, 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 programmes.
• Must be energetic, result driven, innovative and influential communicator.
• 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.
• Improve relations with shareholders and financial community.
• Promote better customer and community relations.
• Organize events and sponsorships.

FUNCTIONS

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

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.

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 programme 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.

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 programmes through the various communication channels.

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.

QUALITIES

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

Personal characteristics: Ability to get on with all kinds of people; to communicate; to explain by means of spoken or written word or by visual devices; to organize that calls for thorough planning; to use imagination: to advise: to have ready access to information; to face challenges unfazed; to mix with people easily; to research, analyze and evaluate the results of a PR campaign and draw lessons from the findings.

Educational Qualifications: The basic minimum qualification must be Degree in arts/science/commerce as aforesaid. In addition 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 or any such Masters Degree. One should also be computer literate with the capacity of handling I.T new media such as computer, Internet, website, fax, e-mail etc. MS, M. Phil or PhD 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.

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.

Planning Experience: A PR programme 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.

Conclusion:

Public Relations though an Art and a Science, is none other than Human Relations. PR practitioner deals with public and public opinion. Therefore his job is nothing but human engineering and engineering of consent. For this, he has to apply the simplest principles of courtesy and common sense in his day-to-day work.

Theory apart, practically and in short, a 'nose-for-news' man is a good journalist and an 'empathetic' man is a good PR man.

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Courtesy: Dr CVN publications