Modern day public relations seem to be ever changing. In order to be successful in a face paced, competitive industry there are essential characteristic an effective public relations professional must possess. While there are a myriad of characteristics and skills that are necessary for public relations professional needs to be effective, I will specifically highlight five. With a plethora of characteristics, the ones that I believe to be high raking are as follows:
An Effective public relation profession is
A Relationship Builder In PR, relationships are everything. The core of our profession is the ability to build rapport and bridge communication chasms through quality conversations that build strong relationships. What characteristics would you add to the list? Remember that relationships are still built face-to-face. Get out from behind the computer screen and mingle with your peers, clients, prospects and the media.
A Hybrid Professional
As we wrote in the new, social-media savvy PR professionals will be expert copywriters (as most PR pros are), with dynamic personalities that enable them to build strong personal brands.
Professionals will be trained to deliver services such as content marketing, social media consulting, blogging, search engine optimization, pay-per-click advertising, mobile marketing and Website development, as well as evolved forms of publicity, brand marketing and crisis communications.
In essence, they will be a hybrid professional, providing integrated solutions for PR, Web, SEO, advertising and branding that used to require multiple agencies and consultants. As a result, these complementary, yet competitive, industries will converge.
A Conflict and Crisis Manager An effective PR professional must understand the conflict management life, four phases of conflict and process specific techniques and functions that underline the each phase. Understanding the Proactive, strategic, reactive and recovery phase is essential. Additionally as they posses an understanding of how to communicate in a crisis relationship and reputations are built. By defining public relations as strategic management of competition and conflict, a fresh and vigorous approach to public relations is envisioned. Some of the most crucial roles played by public relations professionals involve the strategic management of conflict. (Cameron & Wilcox, 2012)
An Ethical Professional ...