Excellent communication
It is all about communicating, verbal and non-verbal, face to face and otherwise. Communication with different individuals, with organizations, with managers, media people, etc. If you cannot communicate effectively, your message will remain unreachable. A shy, introverted person should not get into this field. You have to be communicative, an extrovert and know what, when, why, and how to speak. People Skills are another requisite – how to handle, manage, command, and woo them. Communication is one way.
Looking beyond
A PRO should have an eye for detail. Research and study of the client, his life, or company profile have to be such that you are able to delve deeper and extract information that will benefit the client and may have been hidden from public view for long. You have to look beyond the profile, the glitter of the individual, and the vastness of business, success, and fame. Only then minute details will surface that will give an edge to your work and strategy.
Seeking answers
If there is a question or query, a blank in the facts or figures, or some clarification that you require, try to get the answers at the earliest. This has two-fold benefits – one, it will help in the better formulation of publicity plans, and secondly will prevent any mistakes or miscommunication that may prove harmful to the client. So before you start work, clarify all doubts.
Troubleshooting
Be prepared for any fallback, or crisis situation. Many times, though you may have done your best to create a positive image and succeeded, there can be a crisis. There may be negative publicity ignited by a rival, or something can go wrong with your strategy. At such times, take the situation head-on and resolve it immediately. Work, consult, make plans, take emergency measures, change the whole publicity plan, and anything that may be needed to correct the situation. Learn to take up challenges.
Multitasking
As a PR professional, you will be involved in more than one area of work at the same time. You will have to handle people, accounts, clients, customers, the media, etc.
Commitment to client
The client entrusts all to you. You should fulfill this with wholehearted commitment and dedication. You should have integrity and be honest.
Meet deadlines
Meet deadlines at all costs. This is essential not only for your client but for your career, growth, and success. This industry runs on deadlines, and your failure to meet them may prove fatal.
Command trust
Trust is earned only over a period of time. Your client trusts you with his image, his company’s image, and with all secrets. He is confident of your capabilities and the results of that. If you want to stick to this field, you will have to be able to gain such trust, maintain it, and build relationships that will prove stepping stones to success.
Effective Planner
Be a planner, one who can foresee and predict, and act accordingly beforehand. Plan events, public appearances, public communications, the schedule of the client. Plan your work, and steps to be taken. Plan and implement at the right time. An effective planner knows the value of the right time. You will learn to sense the right time.
Media savvy
Learn about the media industry and get comfortable with all forms of it – television, radio, print, etc. Know how to deal with each of them, how to communicate through them, and use them to your benefit. Social networking and reaching the masses through media is the best way for those professionals who understand the intricacies, strengths, and weaknesses of the media.
