Public relations specialist is a speci alty that came to us from the West along with the development of market relations. Some 15 years ago, not everyone understood what this position was, and they often confused the duties of a PR manager with the functions of a press secretary. Not surprisingly, even getting such a speci alty as a public relations specialist at a university was not so long ago impossible.
In our country, such specialists were simply not trained anywhere, and for the time being, certified journalists, marketers and other related professions coped with their functions. But, as they say, demand dictates supply. And today, many universities issue diplomas of public relations specialists to their graduates. So what are their responsibilities?
As a rule, a PR manager, as this position is also called, in large companies is responsible for one of the following areas: internal corporate PR, which is based on managementpersonnel, or public relations outside the company. Both of these areas are within the competence of a PR specialist, but require several other approaches and methods of work. Consider them in more detail.
In short, it is the public relations specialist who is responsible for the atmosphere that prevails within the company, whose duties lie in maintaining the company's impeccable reputation among its employees; identifying and preventing unexpected changes in the corporate environment; generating new ideas to maintain and develop the team spirit through close contacts with the staff; assistance in resolving contentious issues between staff and management, bridging the gap between them; helping the team adapt to the changes that occur in large companies almost continuously.
This is a slightly different field of activity, where the public relations specialist is responsible for how the company is perceived by society. This requires him to perform the following tasks: presenting the company to the public as a socially responsible public institution; establishing mutual understanding of the organization with those with whom it contacts; instant reaction to "emergency" situations when it is necessary to "save the face of the company"; fight against rumors and black PR; control of all promotions and events of the company.
As in the first, so in the seconddirection of activity, a public relations specialist must have full information, no matter what type it is and no matter what source it comes from. Information is a key tool in public relations work. One way or another, using information, a public relations specialist manipulates collective or public opinion, creates or destroys stereotypes, works on the image of his organization.
Among the qualities that help to succeed in the field of PR, in the first place, you need to highlight sociability, organizational and oratory skills, rich imagination and equanimity.