IV.5.3. Four Essential Abilities

Those who plan careers in public relations should develop for basic abilities, no matter what area of work they enter. These are writing skills, research ability, planning expertise, and problem solving ability.

1. Writing skill. The ability to put information and ideas onto paper clearly and concisely is essential. Good grammar and good spelling are vital. Misspelled words and sloppy sentence structure look amateurish.

2. Research ability. Arguments for causes must have factual support instead of generalities. A person must have the persistence and ability to gather information from a variety of sources, as well as to conduct original research by designing and implementing opinion polls or audits. Too many public relations programs fail because the organization does not assess audience needs and perseptions. Skillful use of the Internet and computer database is an important element of research work.

3. Planning expertise. A public relations program involves a number of communication tools and activities that must be carefully planned and coordinated. A person needs to be a good planner to make certain that materials are distributed in a timely manner.

4. Problem-solving ability. Innova-tive ideas and fresh approaches are needed to solve complex problems or to make a public relations program unique and memorable. Increased salaries and promotions go to people who show top management how to solve problems creatively.

***************

IV.5.4. Qualities for a Successful Career

Art Stevens, president of Lobsenz-Stevens, Inc., in New York City and author of The Persuasion Explosion, has formulated what it takes to become successful in public relations. The individual ...

1. Must be an excellent writer capable of writing client reports, effective article themes to editors, news releases, captions, annual reports, feature stories, and the like. His or her writing must require little editing and supervision.

2. Must be able to do short- and long-range planning, conceive and execute a full public relations plan for each account, and adhere strictly to deadlines.

3. Must be innovative and imaginative, not bound by true, traditional ideas. Must be willing to keep an open mind to new ideas and to researching better ways.

4. Must be well informed about a client’s business and continue to keep abreast of all developments in business and government that have an effect on the client’s or company’s business. Must function as a counselor as well as a communicator.

5. Must be results-oriented, whether the task is the placement of major stories about a client in important publications or the successful execution of a special event. Must be a doer and self-starter. Must know what follow-up means and have a solid respect for timetables and deadlines.

6. Must be a thorough “pro”, skilled in all the techniques used in the practice of PR: writing and distribution of news releases, producing press kits, running press conferences, and so on. Must be familiar with feature writers, magazine contributors, and hot current subjects being written about.

7. Must know how to create publicity by conceiving a meaningful idea and carrying it through to its conclusion. Must know how to create sundry ideas where none are evident and must know where to take them.

8. Must know what it takes to establish and maintain acquaintance-ship with key media people, since editorial contact is one of the primary functions of the PR professional. The PR professional must know how to deal with the media and understand their need for quick and responsive answers.

9. Must be able to learn and grow as new situations and client needs arise. Must draw upon prior experiences in the PR field to move into new situations effortlessly and effectively.

10. Must be a good manager, capable of organizing and arranging his or her workload for maximum results. Must be capable of carrying many assignments at the same time and be in control of each one.

11. Finally, the PR professional must not be a yes man/woman. PR has outgrown the caricature of second-class professionalism by producing individuals who speak their minds confidently to top management of major corporations and make valuable

recommendations to these executives. So long as the PR professional earns the respect and confidence of the client executive officer, PR will grow as a profession and will contribute to the broad communications goal of companies and institutions across the United States.

(Источник: Newsletter of the PRSA Counselors Academy / Ильина, Тычинский, с. 99)

***************