For a successful career in PR, an aspirant must possess certain qualities like excellent communication skills. This greatly helps in clearly expressing one’s thoughts. A good personality and the ability to get along with people, both in and outside an organization is also important. Being polite and calm even while working under pressure is like an added qualification.
Maintaining a public image is one of the stepping stones to success. How the public perceives you or your organization is an important factor for your market standing. And this is the job of a Public relations Officer (PRO).
Public Relations is synonymous to a management job, and encompasses activities like monitoring evaluating and maintaining mutual relations and creating an understanding between an organization and the public that it corresponds to. Now, in such cases, public does not mean the masses. It includes shareholders, consumers, media and even the employees of the organization. Its objective is to improve channels of communication and establish methods of setting up a road for flow of information and understanding. The media plays a key role in PR processes when it comes to popular organizations. After all, the media always has the power to make or break. It therefore becomes mandatory to build and maintain a good relationship with the media.
PROs play a crucial role in creating and maintaining relationships both within as well as outside the organization. Within the organization they organize management –employee meets, inform employees about organizational policies etc. They also have to maintain a liaison with government departments, trade unions, the press etc whose cooperation is imperative for the smooth functioning of the organization.
A crisis situation is the ultimate test for a PRO. Handling affairs in an appropriate way scores the PRO cookie points. As a PR person you may face a situation when you have to put your foot down and save the face of the organization. How well you do this will reflect your credentials. A new aspect of this career involves bringing about the passage if laws favorable to the special interests group represents. It is a strategy used it raise public consciousness and influence policy makers with regards to environmental, human rights as well as educational concerns. Another important field of work is creating public identity of your clientele which may include public figures like political parties/ leaders models and film stars. This includes advising your clients on various aspects like dressing right, behaving in a certain manner and addressing the public and the media.
In terms of career opportunities PR involve product publicity, corporate publicity, improvement of relations with the government, publishing corporate publication like newsletters, bulletins, magazines for employees, etc.
PROs are employed in the corporate sector, public sector, government agencies tourist agencies, hotels, banks, and other financial institutions, private consultancy firms. There are also employed with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can create and maintain a desired image.
And with growing competition in every field, the demand for PR executive is sure to increase.
For a successful career in PR, you must possess certain qualities like excellent communication skills. This greatly helps in clearly expressing one’s thoughts. A good personality and the ability to get along with people, both in and outside an organization is also important. Being polite and calm even while working under pressure is like an added qualification. Confident far-sightedness, event management and the ability to handle crises are other key traits of a good PRO. Analytical skills are required to interpret research information and plan activity. An alert mind, resilience, good sense of humor and diplomacy are assets for PR professionals would approximately been Rs 20,000 – Rs 25,000. An individual who is a graduate in any discipline is eligible to apply to a PR course. Most training programs in advertising also include the subject of public relations for study.