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Mesleki Yabanci Dil


Title: Ki ileraras leti im Kuramlar Author: G ZDE ERBAY Last modified by: renci Giri i Created Date: 11/19/2011 11:04:42 PM Document presentation format – PowerPoint PPT presentation

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Title: Mesleki Yabanci Dil

Mesleki Yabanci Dil
  • Ögr.Elm. Melis YALÇIN

  • PR
  • Communication
  • Interpersonal Communication
  • Intrapersonal Communication
  • Source
  • Receiver
  • Send
  • Transfer
  • Code
  • Channel
  • Noise
  • Conflict
  • Management
  • Human Resource Management
  • Customer Relations Management
  • Organization/corporation/
  • factory/institude
  • Employee
  • Manager/supervisor/director
  • Target audience
  • Public sector
  • Private sector
  • Service sector
  • Perception
  • Image
  • Reputation
  • One-way communication
  • Two-way communication
  • Publicity
  • Marketing
  • Advertising

What is Public Relations?
  • The challenge of PR
  • Definitions of PR
  • PR as a process
  • The components of PR
  • How PR differs from journalism, advertising and
  • The integrating approach
  • A case- study

The Challenge of PR
  • The challenge of PR is multifaceted.
  • A PR professional must have skills in written
    and interpersonel communication, research,
    negotiation, creativity, logistics, faciliation
    and problem solving.
  • Those who want a challenging career with plenty
    of variety often choose the field of PR.

The Challenge of PR
  • The U.S. Bureau of labor statistics estimates
    that the field already employs 200,000
    nationwide, with PR as one of the fastest-
    growing industries through 2006. In addition, a
    Fortune magazine survey ranks PR no 8 on a list
    of where the best jobs will be.

Globe Scobe
  • It is difficult to estimate worldwide figures,
    but a directory of PR organizations, lists 155
    national and regional PR associations with an
    aggregate membership of 137.000 people.

  • Large numbers of students around the world are
    studing PR as a carrier field. In the US more
    than 250 colleges and universities offer programs
    in PR and about 80 European universities offer
    studies in the subject. Many Asian universities,
    particularly in Thailand , also offer PR

  • In the terms of economics, the PR field is most
    extensively developed in U.S., where
    organizations spend an estimated 10billion
    annualy in such on PR. This figure continues to
    increase through implementation of the European
    communiniy and the development of market
    economies in Eastern Europe and the new nations
    of the former Soviet Union.

  • The second area of major growth is Asia.
    Especially this growth is seen in Malaysia,
    Korea, Thailand, Singapore, Indonesia and China.
    Also there is a fuelling major growth in Latin
    America and Southern Africa.

  • In sum, PR is a global activity with excellent
    prospects for growth.
  • The challenge is to define and practice PR in
    such a way that it fosters greater understanding
    and hormonious relationships among nations and
    organizations public interest.

A Variety of Definitions
  • People often define PR by some of its most
    visible techniques and tactics, such as publicity
    in a newspaper, a television interview with an
    organizations spokesperson or the appearance of
    a celebrity at a special event.

  • What people fail to understand is that public
    relations is a process involving many subtle and
    far- reaching aspects. It includes research and
    analysis, policy formation, programing,
    communication and feed back from numerous
    publics. PR practitioners operate on two distinct
    levels as advisers to their clients or to an
    organizations top management and as technicians
    who produce and disseminate messages in multiple
    media channels.

  • A number of definitions have been formulated
    over the years. One of the early definitions that
    gained wide acceptance was
  • PR is the management function which evaluates
    public attitudes, identifies the policies and
    procedures of an individual or an organization
    with the public interest and plans and executes a
    program of action to earn public understanding
    and patience.

  • Rex Harlow, a pioneer PR educator who founded
    what eventually became the Public Relations
    Society of America (PRSA), once compiled more
    than 500 definitions from almost as many sources.

  • After mulling over them and talking with leaders
    in the field, Harlow came up with this
  • PR is a distinctive management function which
    helps establish and maintain mutual lines of
    communication, understanding, acceptance and
    cooporation between an organization and its
    publics involves the management of problems and
    issues helps management keep informed on and
    responsive to public opinion defines and
    emphasizes the responsibility of management to
    serve the public interst helps management keep
    abreast of and affectively utilize change,
    serving as an early warning system to help
    anticipate trends and uses research and sound
    ethical communication techniques as its principal

Scott M. Cutlip, Allen H. Center and Glen M.
Broom define PR
  • It is the management function that idenifies,
    establishes and maintains mutually beneficial
    relationships between an organization and the
    various publics on whom its success or failure

James E. Gruning and Todd Hunt
  • They state that PR is the management of
    communication between an organization and its

Professors Lawrence W. Long and Vincent Hazelton
define PR as
  • A communication function of management through
    which organizations adapt to, alter or maintain
    their environment for the purpose achieving
    organizational goals.

  • National and international PR organizations,
    including the PRSA also formulated definitions
  • PR is the delibrate, planned and sustained
    effort to establish and maintain mutual
    understanding between an organization and its

  • The approach of the two professors represents
    the somewhat newer theory that PR is more than
    persuasion. It should also foster open, two way
    communication and mutual understanding with the
    idea than an organization also changes its
    attidutes and behaviors in the process- not just
    the target audince.

  • National and international organizations,
    including PRSA also formulated definitions
  • PR is the delibrate, planned and sustained
    effort to establish and maintain mutual
    understanding between organization and its

Other definitions
  • PR is the management, through communication of
    perceptions and strategic relationships between
    an organization and its internal and external
  • PR is the sustained and systematic managerial
    effort through which private and public
    organizations seek to establish understending,
    sympathy and support in those public circles with
    which they have or expect to obtain contact.

  • PR practice is the art and social science of
    analyzing trends, predicting their consequences,
    counseling organization leaders and implementing
    planned programs of action which serve both the
    organizations and the publics interest.

A European View of PR
  • Creating and reinforcing trust, comprehension and
  • Arousing attention, interest and needs
  • Creating and preserving communication and
  • Articulating, representing and adjusting
  • Influencing public opinion
  • Resolving conflicts
  • Creating consensus

The key words to remember in defining PR fallow
  • Delibrate
  • Planned
  • Performance
  • Public interest
  • Two-way communication
  • Management function

Delibrate and Planned
  • PR activity is intentional. It is designed to
    influence, gain understanding, provide
    information and obtain feed back.
  • PR activity is organized. Solutions to problems
    are discovered and logistics are thought out,
    with the activity taking place over a period of
    time. It is systematic, requiring research and

  • Effective PR is based on actual policies and
    performance. No amount of PR will generate good
    will and support if the organization is
    unresponsive to community concerns. A passific
    Northwest timber company, despite a compaign with
    the theme for us, every day is Earth day,
    became known as the villain of Washington State
    because of its insistence on logging old growth
    forests and bulldozing a logging road into a
    prime elk habitat.

Public Interest
  • PR activity should be mutually beneficial to the
    organization and the public it is the allignment
    of the organizations self interests with the
    publics concerns and interests. For example the
    mobil corporation sponsors quality programming on
    public television because it enhances the
    companys image by the same token, the public
    benefits from the availability of such

Two-way Communication and Management Function
  • PR is more than one-way dissemination of
    informational materials. It is equally important
    to solicit feedback.
  • PR is most effective when it is an integral part
    of decision making by top management. PR involves
    counseling and problem solving at high levels,
    not just the dissemination of information after a
    decision has been made.

PR as a Process
  • PR is a process that is, a series of actions,
    changes or functions that bring about a result.
    One popular way to describe the process and to
    remember its compenents, is to use the RACE
    acronym that is first articulated by John
    Marston. RACE means that PR activity consists of
    4 key element
  • Research. What is the problem or situation?
  • Action (program planning). What is going to be
    done about it?
  • Communication (execution). How will the public be
  • Evaluation. Was the audience reached and what
    was the effect?

  • Another approach is to think of the process as a
    never ending cycle in which 6 components are
    links in the chain
  • PR personnel obtain insights into the problem
    from numerous resources.
  • PR personnel analyze these inputs and make
    recommendations to management.
  • Management makes policy and action decisions.
  • PR personnel execute a program of action.
  • PR personnel evaluate the effectiveness of the
  • PR personnel makes the adjustments again to the
    master plan or changes the goals.

  • Through out this process the PR practitioner
    utilizes a variety of proffessional communication
    skills and plays an integrative role both within
    the organization and between the organization and
    the external environment.
  • They are the linking agents or boundary spanners.

The compenents of PR
  • Counselling Providing advice to management
    concerning policies, relationships and
  • Research Determining attitudes and behaviors of
    publics in order to plan PR strategies.
  • Media relations Working with mass media in
    seeking publicty or responding to their interests
    in the organization.
  • Publicity Disseminating planned massages through
    selected media to further the organizations
  • Employee/member relations Responding to
    concerns, informing and motivating an
    organizations employees or members.

  • Community relations Planned activity with a
    community to maintain an environment that
    benefits both the organization and the community.
  • Public affairs Developing effective involvement
    in public policy and helping an organization
    adapt to public expectations.
  • Government affairs Relating directly with
    legislatures and regulatory agencies on behalf of
    the organization. Lobbying can be pariof a
    government affairs program.
  • Issues management Identifying and adressing
    issues of public concern that affect the

  • Financial relations creating and maintaining
    investor confidence and building good
    relationships with the financial community. Also
    known as investor relations or shareholder
  • Industry relations relating with other firms in
    the industry of an organization and with trade
  • Development/fund-raising demonstrating the need
    for and encouraging the public to support an
    organization, primarily through financial
  • Multicultural relations/workplace diversity.
    Relating with individuals and groups in various
    cultural groups.

  • Social events Stimulating a interest in a
    person, product or organization by means of a
    focused happining also activities designed to
    interact with publics and listen to them.
  • Marketing communications Combination of
    activities designed to sell a product, service or
    idea, including advertising, collateral
    materials, publicity, promotion, direct mail,
    trade shows and special events.
  • These components and how they function are
    subjects you will learn all through your
    university courses.

How PR differs from journalism
  • Writing is a common activity of both PR
    professionals and journalists. Both also do their
    jobs in many of the same ways
  • They interview people, gather and synthenize
    large amounts of information, write in a
    journalisticstyle and are tained to produce good
    copy on deadline. In fact, many reporters
    eventually change careers and become PR

Journalism PR
  • Scope. PR, has many components, ranging from
    counselling to issues management and special
  • Journalistic writing and media relations,
    altough important are only two of these elements.
    In addition, effective practiceof PR requires
    strategic thinking, problem-solving capability
    and other management skills.

Journalism PR
  • Objectives Journalists gather and select
    information for the primary purpose of providing
    the public with news and information. PR
    personnel also gather facts and information for
    the purpose of informing the public but the
    objective is different.
  • Communication activity is only a means to the
    end. In other words, the objective is not only to
    inform but to change peoples attitudes and
    behaviors, in order to further an organizations
    goals and objectives.
  • Whereas journalists are objective observes, PR
    personnels are advocates.

Journalism PR
  • Audiences journalists write primarily for a
    mass audience- readers, listeners or viewers of
    the medium for which they work. By definition,
    mass audience are not well defined and a
    journalists on a daily newspaper, for example,
    writes for the general public.
  • A PR professiona, in contrast, carefully
    segments audiences into various demographic and
    psychological characteristics. Such research
    allows massages to be tailored to audience
    needs., concerns and interests for maximum effect.

Journalism PR
  • Channels Most journalists, by nature of their
    employments, reach audiences through one channel-
    the medium that the publishes or broadcasts their
    work. PR professionals use a variety of channels
    to reach the audiences previously described. The
    channels employed may be a combination of mass
    media outlets-newspapers, magazines, radio and
    television. Or they may include direct mail,
    pamphlets, posters, newsletters, trade journals,
    special events and posting massages on the

Advertising PR
  • Just as many people mistakenly equate publicity
    with PR, there is also some confusion about the
    distinction between publicity (one are of public
    relations) and advertising.
  • Altough publicity and advertising both utilize
    mass media for dissemination of massages, the
    format and context are different. Publicity
    information about an event, an individual or
    group or a product appears as a news item or
    feature story in the mass media. Material is
    prepared by PR personnel and submitted to the
    news department for consideration.
  • Editors, known as gatekeepers, determine whether
    the material will be used or simply thrown away.

Advertising PR
  • Advrtising, in contrast, is paid space and
    broadcast time. Organizations and individuals
    typically contract with the advertising
    department of mass media outlet for a full page
    ad or a one minute commercial. An organization
    writes the advertisement, decides the type and
    graphics and controls where and when the
    advertisement will be run.

Advertising PR
  • In other words, advertising is simply renting
    space in mass medium.the lions share of revenue
    for all mass media comes from the selling of
    advertising space.

Advertising PR
  • Differances between PR activities and
    advertising include
  • Advertising works almost exclusively through
    mass media outles PR relies on a number of
    communication tools brochures, slide
    presentations, special events, speeches, news
    releases, feature stories and so forth.
  • Advertising is addressed to external
    audiences-primarily consumers of goods and
    services PR presents its massage to specialized
    external audiences (stockholders, vendors,
    community leaders, enviromental groups and so on)
    and internal public (employees).

Advertising PR
  • Other differances between PR activities and
  • Advertising is readily identified as a
    specialized communication function PR is broader
    in scope, dealing with the policies and
    performance of the entire organization, from the
    moral of employees to the way telephone operators
    respond to calls.
  • Advertising is often used as a communication
    tool in PR activity often supports advertising
    campaigns. Advertising function is to sell goods
    and services the PR function is to create an
    enviroment in which the organization can thrive.
    The latter calls for dailing with economic,
    social and political factors that can affect the

Advertising PR
  • Other differances between PR activities and
  • The major disadvantage of advertising, of
    course, is the cost. An example from U.S.
    Typically, a full page ad in a Parade magazine,
    distributed weekly in almost 359 dailies, costs
    421.000. Advertising campaigns on network TV can
    run into the millions of dolars. For example
    advertisers paid an average of 2.3 millian for a
    super bowl ad in 2002. Because of this, campanies
    are increasingly using a tool of PR -product
    publicitythat is more cost effective and often
    more credible because the message appears in a
    news context.

Marketing PR
  • PR is distinct from marketing in several ways,
    altough their boundaries often overlap.
  • The functions of overlap, for example, because
    both deal with an organizations relationships
    and employ similar communication tools to reach
    the public. Both have the ultimate purpose of
    assuring an organiations success and economic
    survival. PR and marketing, however approach this
    task from somewhat different perspectives or

Marketing PR
  • PR is the management process whose goal is to
    attain and maintain accord and positive behaviors
    among social groupings on which an organization
    depends in order to achieve its missions.Its
    fundamental responsibility is to build and
    maintain a hospitable environment for an
  • On the other hand, marketing is the management
    process whose goal is to attract and maintain
    satisfy customers on a long-term basis in order
    to achieve an organizations economic objectives.
    Its fundamental responsibility is to build and
    maintain markets for an organizations products
    or services.

Marketing PR
  • In other words, PR is concerned with building
    relationships and generating goodwill for the
    organization marketing is concerned with
    customers and selling products and services.

How PR Supports Marketing
  • Philip Kotler, professor of marketing, says PR
    is the fifth P of marketing strateg, which
    includes four other Ps pruduct, price, place and
    promotion. As he wrote, PR takes longer to
    cultivate, but when energized, it can help pull
    the company into the market.

How PR Supports Marketing
  • When PR is used to support directly an
    organization marketing objectives, it is called
    marketing communications. This was idendified as
    a compenent of PR. Another term, coined by Thomas
    Harries, marketing PR. He says
  • I make clear distinction between those PR
    functions which support marketing, which I call
    Marketing PR (MPR) and the other PR activities
    that define the corporations relationships with
    its non-customer publics, which I label corporate
    PR (CPR)

How PR Supports Marketing
  • Dennis L. Wilcox, lists 8 ways in which PR
    activities contribute to fulfilling marketing
  • 1- Developing new prospects for new markets,
    such as people who inquire after seeing of
    hearing a product release in the news media.
  • 2- Providing third-party endorsements via
    newspapers, magazines, radio and TV- Through news
    releases about a companys products or services,
    community, community involvement, inventions and
    new plans.
  • 3- Generating sales leads, usually through
    articles in the trade press about new products
    and services.
  • 4- Paving the way for sales calls.

How PR Supports Marketing
  • 5- Stretching the organizations advertising
    and promotional dollars through timely and
    supportive releases about it and its products.
  • 6- Providing inexpensive sales literature,
    because articles about the company and its
    products can be reprinted as informative pieces
    for prospective customers.
  • 7- Establishing the corporation as an
    authorative source of information on a given
  • 8- Helping to sell minor products that dont
    have large advertising budgets.

Harris Summarizes
  • In its market- support function, PR is used to
    achieve a number of objectives. The most
    important of these are to raise awareness, to
    inform and educate, to gain understanding, to
    build trust, to make friends, to give people
    reasons to buy and finally to create a climate of
    consumer acceptance.

Toward an Integrated Perspective
  • Altough well defined differences exist among
    the fields of advertising, marketing and PR,
    there is an incereasing realization that an
    organizations goals and objectives can be best
    accomplished through an intagrated approach.
  • The understanding gave rise in the 1990s to such
    terms as intagrated marketing communications,
    convergent communications and integrated

Integrated Marketing Communications
  • A concept of marketing communication planning
    that recognizes the added value of a
    comprehensive plan that evaluates the strategic
    roles of a variety of communication disciplines
    -e.g., general advertising, direct response,
    sales promotion and PR- and combines these
    disciplines to provide clarity, consistency and
    maximum communication impact.

Integrated Marketing Communications
  • The concept of integration, is the realization
    that an organizations communications should be
    consistent. As Michael Lissauer says Its
    essential that there be a consistency of message,
    that the communication effort project a singular
    voice. Business must deliver the right message in
    the right medium to elicit the right result.
  • This concept is less controversial than its
    implementation. It makes sense for an
    organization to coordinate its communications
    strategies, but considerable discord arises on
    exactly how to accomplish this.

Integrated Marketing Communications
  • In many organizations, marketing is the dominant
    voice. PR has historically been relegated to a
    marketing-support function, concentrating on
    techniques instead of strategy. This role often
    includes creating product publicity, planning
    promotions and arrenging media interviews at a
    trade show.
  • Problems also arise when advertising agencies
    attempt to do integrated programs. In many cases,
    90 of the budget is spent on advertising and 10
    or less on PR.

  • Such examples make many PR professionals wary of
    integrated communications. They see it is a
    veiled attempt by marketing or advertising to
    reduce PR to a product publicity function.
  • Thus, many PR practitioners prefer to remain in
    separate departments and coordinate, not
    integrate, with other functions such as
    advertising, direct mail and marketing.

  • All disciplines deserve an equal voice at the
    table when an organization considers its
    communication objectives and strategies.

The Values of PR
  • We have placed PR within the context of
    definitions, activities and process. We also
    attempted to explain how PR differs from
    journalism, advertising and marketing. And
    finally, we have discussed the concept of an
    organization coordinating all its various
    communications to achieve maximum effectiveness.

  • More than ever, today the world needs not more
    information but sensitive communicators and
    facilitators who can explain the goals and
    methods of individuals, organizations and
    government to others in a socially responsible
    manner. Equally, these experts in communication
    and public opinion must provide their employers
    with knowledge of what others are thinking, to
    guide them in setting their policies wisely for
    the common good.

  • The objective of this lecture is to gain
    personal perspective on PR work (how the
    individual fits into PR practice and the rewards
    and challenges for a practitioner).

The PR Role
  • A person entering PR may develop a career in
    numerous areas of this increasingly diverse
    field. Similarly, the variety of personal traits
    and skills that bring success wide.
  • While certain abilities are basic for all, such
    as writing well, PR practitioners, as their
    experience grows, may develop social skills and
    find personally gratifying niches.

A Changing Focus in PR
  • Traditionally, it was widely held that PR
    practitioners should if possible have experience
    as reporters, to polish their writing skills and
    to learn firsthand how the media function. In an
    earlier era, a large percentage of PR people did
    have newspaper or broadcast experience. This is
    no longer true for several reasons, however.

A Changing Focus in PR
  • The field of PR has broadened far beyond working
    with the mass media. Much writing today is PR is
    done for controlled media such as company
    publications, direct mail campaigns to key
    audiences and membership newsletters, requiring
    no media relations contacts.
  • Writing skills and knowledge of the media are
    vital, but so is training in management,
    logistics and planning.

A Changing Focus in PR
  • More universities than in the past are now
    offering joint PR / Advertising programs, in part
    because of growing interest in integrated
    marketing communications.
  • Fortunately the number of PR jobs continues to
    increase as the field expands. According to the
    federal Bureau of Labor Statistics, employment of
    PR managers increased faster than the average for
    all occupations through the year 2005, placing PR
    in the top ten growth industries.

A Range of PR Work
  • Women and men entering PR may work in company
    departments, PR firms that serve clients or a
    wide range of organizations that require PR
    service. The major areas of PR work they will
    find include

A Range of PR Role
  • Corporations Departments seek to protect and
    enhance a companys reputation. They provide
    information to the public as well as to special
    audiences such as stockholders, financial
    analysts and employees.Their work also includes
    community relations and often marketing

A Range of PR Role
  • Nonprofit organizations These range from
    membership organizations, such as trade and
    environmental associations to social and cultural
    groups, hospitals and other health agencies. Fund
    raising often is involved.
  • Entertaintment, Sports and Travel Practitioners
    in these areas often are concerned with
    publiicity for individuals and promotion of
    events ranging from football games to motion

A Range of PR Role
  • Government and Military This area includes
    promotion of political issues, sometimes through
    lobbying, work with politicians , dissemination
    of information about government activities to
    citizens and distrubution of information about
    the armed forces.

A Range of PR Role
  • Education At the college level, PR people work
    primarily with alumni, faculty and
    administration, student and the public to promote
    the schools image, recruit students and raise
    funds. Secondary schools frequently have
    specialists to handle community relations.
  • International PR The immense expansion of almost
    instantaneous global communications has opened an
    intriguing new area, especially for practitioners
    with language skills and familiarity with other
    cultures .

Job Levels in PR
  • Entry-Level Technician Use of technical craft
    skill to disseminate information, persuade,
    gather data or solicit feedback
  • Supervisor Supervisors projects, including
    planning, scheduling, budgeting, organizing,
    leading, controlling, evaluating and problem
  • Manager Constituency and issue-trend analysis
    departmental management, including organizing,
    budgeting, organizing, leading, controlling,
    evaluating and problem solving

Job Levels in PR
  • Director Constituency and issue-trend analysis
    communication and operational planning
  • Executive Organizational leadership and
    management skills, including developing the
    organizational vision, corporate vision,
    strategies, policies and systems.

Personal Qualifiations and Attitudes
  • Any attempt to define a single PR type of
    personality is pointless, because the field is so
    diverse that it needs people of differing
  • Some practitioners deal with clients and the
    public in person on a frequent basis others work
    primarily at desks, planning, writing and
    researching. Many do both.

Basic Personal Attributes
  • Ability with words, written or spoken
  • Analytical skill, to identify and define
  • Creative ability, to develop fresh, effective
    solutions to problems
  • An instinct for persuasion
  • Ability to make compelling and polished

PR Personality Checklist
  • Good sense of humor
  • Positive and optimistic
  • Friendly, meet people easily
  • Can keep a conversation going with anybody
  • Take frustration and rejection in stride
  • Able to persuade others easily
  • Well-groomed, businesslike appearance
  • Flair for showmanship
  • Strong creative urge
  • Considerate and tactful
  • Adept in use of words
  • Able to gain managements confidence

PR Personality Checklist
  • Enjoy being with people
  • Enjoy listening
  • Enjoy helping other people resolve problems
  • Curious about many things
  • Enjoy reading in diverse areas
  • Determined to complete projects
  • High energy level
  • Can cope with sudden emergencies
  • See mistakes as learning experiences
  • Factual and objective
  • Respect other peoples viewpoints
  • Perspective and sensitive
  • Quickly absorb and retain information

Four Essential Abilities
  • Writing skills
  • Research ability
  • Planning expertise
  • Problem solving ability

Four Essential Abilities 1. Writing Skills
  • The ability to put information and ideas on to
    paper clearly and concisely is essential. Good
    grammar and good spelling are vital.
  • Misspelled words and sloppy sentence structure
    look amateurish.

Four Essential Abilities 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 PR programs fail because the
    organization does not assess audience needs and
    perceptions. Skillful use of the internet and
    computer databases is an important element of
    research work.

Four Essential Abilities 3. Planning Expertise
  • A PR 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, events occur without problems and
    budgets are not exceeded. PR people must be
    highly organized, detail-oriented and able to see
    the big picture.

Four Essential Abilities 4. Problem Solving
  • Innovative ideas and fresh approaches are needed
    to solve complex problems or to make a PR program
    unique and memorable. Increased salaries and
    promotions go to people who show top management
    how to solve problems creatively.

Qualities for a Successful Career
  • 1. Must be an excellent writer capable of
    writing client reports, effective article themes
    to editors, news releases, annual reportss,
    feature stories and the like.
  • 2. Must be able to do short and long range
    planning, conceive and execute a full PR plan for
    each account and adhere strictly to deadlines.
  • 3. Must be innovative and imaginative, not bound
    by trite, tradional ideas. Must be willing to
    keep an open mind to new ideas and to researching
    better ways.

Qualities for a Successful Career
  • 4. Must be well informed about a clients
    business and continue to keep abreast of all
    developments in business and government that have
    an effect on the clients or companys business.
    Must function as a counselor as well as a
  • 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 doer and a
    self starter. Must know what follow-up means and
    have a solid respect for timetables and deadlines.

Qualities for a Successful Career
  • 6. Must know how to create publicity by
    conceiving a meaningful idea and carring it
    through to its conclution. Must know how to
    create sundry ideas where none are evident and
    must know where to take them.
  • 7. Must be 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.

Qualities for a Successful Career
  • 8. 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.
  • 9. Must know what it takes to establish and
    maintain acquaintanceship 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.

Qualities for a Successful Career
  • 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.