Public
Relations involve the projection and management of image of an entity. It
therefore follows that to be effective a PR practitioner should posses certain knowledge
and qualities.
First
and foremost the PR practitioner should have a theoretical as well as practical
understanding of communication. As a foremost communicator, he must plan and execute
communications that reveal, explain, defend and promote his organization’s, policies.
The
PR practitioner must know how to write well, where to place what he has written
and in what appropriate form i.e. newspaper articles, news story, letter, brochure,
etc. Apart from written communication, the PR practitioner must be prepared to
operate in whatever media appropriate to his communication objective in a
professional manner.
A
PR practitioner must have a strong, active, ethical and moral code to guide him
in
his
every day work.
A
PR practitioner must have good knowledge of attitude and behaviour change. He
must
have a good grounding in the methods of understanding and predicting human
behaviour.
He must have enough knowledge of such disciplines as psychology and
Sociology.
Reputation
– A PR practitioner should be irreproachable and maintain high reputation in
matter relating to moral and material integrity. He must possess leadership
qualities and radiate confidence even when he himself is not too certain of the
outcome.
A
PR practitioner must display unalloyed loyalty in all situations and at all
times to
his
organization. Habit of cleanliness.
Good
education – the PR practitioner must be an all-rounder. A basic knowledge in
business
administration is necessary for effective public relations programming.
.........................by nuhu kimena.....................
