Mesleki Yabancı Dil Öğr. Elm. Melis YALÇIN
¡ ¡ ¡ ¡ PR Communication Interpersonal Communication Intrapersonal Communication Source Receiver Send Transfer Code Channel Noise Conflict Management Human Resource Management Customer Relations Management o. Organization/corporation/ factory/institude o Employee o Manager/supervisor/director o Target audience o Public sector o Private sector o Service sector o Perception o Image o Reputation o One-way communication o Two-way communication o Publicity o Marketing o Advertising
What is Public Relations? Ø The challenge of PR Ø Definitions of PR Ø PR as a process Ø The components of PR Ø How PR differs from journalism, advertising and marketing Ø The integrating approach Ø 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 curricula.
¡ In the terms of economics, the PR field is most extensively developed in U. S. , where organizations spend an estimated $10 billion 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 organization’s 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 farreaching 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 organization’s 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 definition: ¡ “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 tools. ”
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 depends.
James E. Gruning and Todd Hunt ¡ They state that PR is the management of communication between an organization and its publics.
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 publics. ”
¡ 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 publics. ”
Other definitions ¡ PR is the management, through communication of perceptions and strategic relationships between an organization and its internal and external stakeholders. ¡ 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 organization’s and the public’s interest.
A European View of PR ¡ ¡ ¡ ¡ Creating and reinforcing trust, comprehension and sempathy Arousing attention, interest and needs Creating and preserving communication and relationship Articulating, representing and adjusting interests 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 analysis.
Performance ¡ 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 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 organization’s self interests with the public’s concerns and interests. For example; the mobil corporation sponsors quality programming on public television because it enhances the company’s image; by the same token, the public benefits from the availability of such programming.
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 told? ¡ 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 action. ¡ 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 communications 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 organization’s interests. Employee/member relations: Responding to concerns, informing and motivating an organization’s 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 organization.
¡ ¡ Financial relations: creating and maintaining investor confidence and building good relationships with the financial community. Also known as investor relations or shareholder relations. Industry relations: relating with other firms in the industry of an organization and with trade associations. Development/fund-raising: demonstrating the need for and encouraging the public to support an organization, primarily through financial contributions. 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 practitioners.
Journalism& PR ¡ Scope. PR, has many components, ranging from counselling to issues management and special events. ¡ 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 people’s attitudes and behaviors, in order to further an organization’s 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 internet.
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 lion’s 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 audiencesprimarily 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: ¡ ¡ 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 organization.
Advertising &PR Other differances between PR activities and advertising: ¡ 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 publicity–that 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 organization’s relationships and employ similar communication tools to reach the public. Both have the ultimate purpose of assuring an organiation’s success and economic survival. PR and marketing, however approach this task from somewhat different perspectives or worldviews.
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 organization. ¡ 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 organization’s economic objectives. Its fundamental responsibility is to build and maintain markets for an organization’s 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 corporation’s 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 objectives: 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 company’s products or services, 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 organization’s 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 product. 8 - Helping to sell minor products that don’t 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 organization’s goals and objectives can be best accomplished through an intagrated approach. ¡ The understanding gave rise in the 1990 s to such terms as intagrated marketing communications, convergent communications and integrated communications.
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 organization’s 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.
6 THE LESSON THE INDIVIDUAL IN PR 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 company’s 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 communications.
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 pictures.
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 solving 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 personalities. 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 problems Creative ability, to develop fresh, effective solutions to problems An instinct for persuasion Ability to make compelling and polished presentation.
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 people’s 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 Ability ¡ 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 client’s business and continue to keep abreast of all developments in business and government that have an effect on the client’s or company’s business. Must function as a counselor as well as a communicator. 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.
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