Personal Traits of pr Practitioner

Only a multitalented person can perform well the many activities encompassed by public relations. The PR practitioner today needs to be a researcher, counselor, strategic planner, educator, communicator and cheerleader. In this section, we look at the educational background needed by a person choosing a career in public relations.

Personal traits

PR practitioner have to master diverse skills. They must be creative in solving problems and strong enough to withstand the considerable stress involved in working between the institution and its various publics. Solving the problems encountered in public relations often requires teamwork and a tolerance for different views. As a public relations person, you need to gather different views and help hammer them into a solution. At the same time, you must express confidence and hope that solution can be found. In a crisis, people in an organization tend to turn to the public relations person for answers. Confidence and hope depend on viewing and presenting problems with complete honesty and learning to live with some that seem (at the moment at least) insoluble, while diligently pursuing solutions. It is wrong to think that PR specialist just provides a cover-up for problems and difficulties.

Here are some personal characteristics needed by the PR practitioner: character and integrity, a sense of judgement and logic, the ability to think creatively and imaginatively, truthfulness and discretion, projectivity, i.e. an ability to foresee changes and future problems, a deep interest, in the solution of the problems, a broad cultural background, intellectual curiosity, effective powers of analysis and synthesis, intuition, training in the social sciences and in the mechanics of public relations.

As interest in public relations continues to grow all over the world, concern about what is being taught and who is teaching it increases. Because many practitioners come into public relations from other fields, and because public relations practice is constantly growing and changing, a practitioner’s education can now be divided into two parts: preliminary (pre-practice) education at either the undergraduate or the graduate level, and continuing education which is required to maintain their accreditation.

ВАРИАНТ 5

I. Перепишите предложения и переведите их на русский язык. Определите по грамматическим признакам, какой частью речи являются слова, оформленные окончанием -s, и какую функцию это окончание выполняет, т.е. служит ли оно:

а) показателем 3-го лица единственного числа глагола в Present Simple;

b) признаком множественного числа имени существительного;

c) показателем притяжательного падежа имени существительного.

1. Your two colleagues introduced themselves to me yesterday.

2. This plane lands here every Monday.

3. He wrote an article about this engineer's invention.

4. She writes business letters to her partners weekly.

II. Перепишите следующие предложения и переведите их, учитывая особенности перевода на русский язык определений, выраженных именем существительным.

1. I met delegates of our conference at the railway station.

2. From the very beginning many students start independent work in students' scientific societies.

3. A lot of foreign visitors came to Moscow to see the Victory Day Celebrations.

III. Перепишите следующие предложения, содержащие разные формы сравнения, и переведите их на русский язык.

1. He is one of the most difficult customers I have ever dealt with.

2. I don’t have nearly as much time for reading as I would like.

3. The quicker we can sign the agreement, the sooner we can start production.

4. This is the worst case of corruption we’ve seen for years.

IV. Перепишите и письменно переведите на русский язык следующие предложения, обращая особое внимание на перевод неопределенных местоимений.

1. Are there any obstacles to overcome to achieve the goal?

2. No city with heavy industry can boast of the purity of its atmosphere.

3. There is someone on the phone to speak to you.

4. There are some courses for beginners at the University.

V. Перепишите следующие предложения, определите к них видовременные формы глаголов и укажите их инфинитив; переведите предложения на русский язык.

1. Carlo doesn’t have much experience of this situation. I hope he knows what he is doing.

2. In these circumstances we’re having no alternative.

3. I sent her an e-mail yesterday.

4. I’ll check my files and call you in the morning.

VI. Письменно переведите па русский язык.