READING BOOK TODAY:
PUBLIC RELATIONS PRACTICE and;
STRATEGIES to PROACTIVELY MANAGE ACTIVITY.
Being a perfect public relations practitioner, we ought to have the multitasking skill as today’s practitioner is driven by the outcome that needs to be achieved in terms of organizational reputation and relationship management and not solely being the paid mouthpiece of an organization.
Besides, being a practitioner, it is required to have a better understanding of the big picture and why an issue or a public is relevant for an organization, the ability to see an issue from a different range of perspective is also needed.
As public relations are there to assist one organization to achieve its objectives, hence it is also essential that a practitioner understands the importance of relationships and the skills to build and strengthen relationships and dialogue.
Apart from the above, a practitioner needs to be confident in communicating based on relevant theoretical frameworks and a comprehensive appreciation of all aspects.
THERE ARE 8 CATEGORIES OF PUBLIC RELATIONS EFFECTIVENESS:
Work practices and approach.
Promise to your clients to get the job done.
Takes the responsibility for the work.
Looks to all sides of the issues.
Gives and shares advice; seeks advice.
Skills, abilities and knowledge.
Deals with difficult issues.
Understands what is required; knows the job well.
Good understanding of public relations and media requirements.
Experience and background.
Solid experience is needed.
Long and broad public relations exposure.
Works out to build own knowledge and expand professional capabilities.
High degree of professionalism.
Judgment and ethics.
Honest in a way not imitate people’s work.
Ethical (serve your client ethically).
Has integrity and will do what they feel is right.
Aware of implications.
Relationship with management.
Accepted by the management.
Management sees them as equals.
Image and reputation.
High credibility and acceptance.
Well known in public relations profession.
Good reputation in industry and the profession.
Very established in profession.
Works for the profession.
Protects the image and reputation of the profession.
Gives time to develop the profession.
Committed to the profession.
Therefore, public relations skills are required across a range of different organizations (Synnott, 2001).
Public Relations practitioners need strategies and tactics to develop their creative ideas. Is that true?
In fact, yes it is as the practitioners use the strategies and tactics that they believe to achieve intentional representation and intended meaning.
It is important also that being a practitioner, you have to be able to frame your story to best suit a particular journalist’s interests.
Every organization will require a public relations strategy as the basis of its communication programs and plans.
According to James 2001, a good working definition of strategy in public relations is this Strategy is a plan or method by which you are going to achieve a specific goal in a contested environment.
In public relations, strategic planning is where you develop one plan in order to achieve your public relations goal.
Yet, before you proceed to have your perfect strategies, you have to do enough research to provide yourself with sufficient background of the issue and after that analyze the outcome.
That is what a practitioner should do before completing one task.