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What Skills are Required by the Modern PR Practitioner?

Most of the skills required by anyone within PR are the same as most other communication/creative jobs. However, it is particularly important to be able: 1. To write good clear prose 2. To communicate well under pressure: multitasking skills 3. Think in a business sense: to appreciate and help facilitate the commercial growth or profitability of a client 4. The ability to listen and take a brief from a client 5. To meet deadlines and assume considerable responsibility 6. To appreciate and have experience with the impact of the Internet and basic computing skills 7. To speak more than one language 8. To like working with people and within a team 9. Lateral thinking skills and creatively 10. Presentation skills Information and data are central to the success of any public relations campaign. Knowledge management systems ensure that the key individuals involved in any programme have access to the relevant information quickly. Intellectual Capital constitutes the combined knowledge, skills and abilities of individual employees (human capital) plus the databases, software and organisational structures (structural capital) of an organisation. As a direct consequence of the information revolution, Intellectual Capital is becoming an increasingly recognised value within businesses and adds to the stock market value. Its importance to public relations centres on the ability of PR to help manage change and help educate people about how to use Intellectual Capital and develop it within new work structures.


Why Public Relations?

Why Public Relations? Good communication between an organisation and its many audiences is a key factor for both the day-to-day operation and future development of any business. In the 21st century public relations will become increasingly critical as a communication tool, especially as the media become more diversified owing to the global impact of the Internet and digital TV. The ability to communicate effectively to achieve a mutual understanding can often represent the difference between success and failure of an organisation or individual. Public relations is important as a form of perception and reputation management. The new media require new skills and methodologies. However, the School firmly believes that in addition to supplying an appreciation of these new ideas, it must still emphasise basic skills. Such skills, for example, could include how to write a good news release, how to research and plan a campaign, and how to evaluate media data. What can Public Relations Communications Achieve? Public relations professionals can help achieve a wide range of commercial and industrial relations benefits including: 1. Higher corporate/brand profile, reputation and image. 2. The creation of a consistent message, and communicate and channelling this to correct target audiences. 3. Development of effective communications with government, opinion formers, special interest groups, local communities and the media. 4. Good publicity for goods and services aimed at the customer, thereby making the selling process easier by generating leads and third party endorsement through media coverage.


Date: 2015-01-29; view: 614

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