The one common misconception on Public Relations (PR) by the general public is that: PR means NETWORKING and CONTROLLING the press – it’s all about creating a spin, slogans and propaganda. However, it that really the case?
Now, let us help you to relook at what PR is really about. According to Chartered Institute of Public Relations (CIPR),
Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior. It is planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.
It does sound like a pretty interesting job, but not many can really excel it! Do you have what it takes to be a kick*ss PR practitioner? These are the top 5 qualities that we think a PR practitioner should own!
Creativity is a must when it comes to Public Relations. PR practitioner has to be able to connect the client’s product, idea and causes and present them to the audiences they seek to reach. With creativity, such communication can be done innovatively and reach potential clients with memorable campaign! When they find the campaign special and memorable, theyt would want to share with their friends and family on the Internet. The result? Everyone in the market eventually knows about the products and idea that you are selling, and you excel!
Public Relation practitioners are often known as the ‘Spin Doctor’ – it is about putting everything bad about a company under a positive ray. Some even say: ‘No news is bad news, bad news is good news’. This means as long as there is news coverage from media, that’s already a free promotion! However, that doesn’t mean you should lying your way to get news coverage. A good PR practitioner would help his or her client to tell the truth, even when it is not pleasant.
- Confident with facts and details
What every PR practitioner needs to do is homework, homework and more homework. In order to support their client whenever crisis happened, PR practitioners do research on their respective account, be it a person or an organization. PR practitioners needs to check and double check the facts and veracity of any statement to make sure it can be properly sourced and used to their clients’ advantage.
- Sharp and Precise Thinking
A successful PR practitioner knows how to get their ideas across on various media platforms through their exceptional writing and speaking skills. A clear communication is the result of a sharp mind, and a sharp mind is the result of critical thinking. Always REMEMBER: your message is to be disseminated to the media and general public, not YOU yourself. Therefore, keep yourself critical of your own work and make sure it your audience understand you. Always allow others to check on your work and be open for criticism to improve your thought process, be it in writing or speaking.
- Aware / Alert
A good PR practitioner is engaged in the world and keeps up with the latest trends and developments in the industry where their client is, besides their own “industry”, namely, Public Relations. That means understanding social media and its implications. PR’s job is to bring the outside in as well as the inside out. PR practitioners need to help their clients understand how their work fits into a larger context so that they can participate effectively in the bigger conversations that are taking place about their issues, causes or products. It is important to read and check the industry development of their clients by the media every day.
So now, ready to practice Public Relations on another level? Check out our Mass Communication programs to find out how you can be trained as a Public Relations practitioner!