These are scientifically based norms and requirements for the profession, types of professional activity and personality qualities of a specialist. This is a generalized reference model for a successful person skilled in the art.
Job titleinstruction - a document regulating the production powers and duties of an employee. Professiogram consists of a laborogram (description of labor in the profession) and psychogram (description of the person of labor in the profession).
The dominant activities of the profession are specialist in public relations:
· Creating and maintaining a favorable image of the company;
· Work with information flows;
· Work with the press;
· Providing interviews to the press on behalf of the company;
· Organization and holding of press conferences (in case of any major event or in a crisis);
· Organization and holding of briefings (for specialized press);
· Ordering paid publications in the press;
· Taking part in the development of company websites;
· Organization and holding of specialized exhibitions (creation of the stand concept and its design);
· Organization of psychological and organizational training for company employees;
· Organization and conduct of "company days" to create a favorable psychological climate in the company;
· Writing programs and conducting various events in the company (sports, entertainment, etc.);
· Organization of competitions within the company.
Qualities ensuring the success of the professional activities of a specialist in public relations:
Areas of application of professional knowledge:
· PR agencies;
· Departments of public relations in various companies;
· Team of a politician.
Qualities, which are necessary for a PR specialist, can conditionally be divided into 3 areas:
· one. Communicative sphere - This area is the main, because a PR specialist constantly has to establish and maintain contacts with a wide variety of people. A necessary basis for the development of this sphere is such a person’s quality as the need for communication with other people. That is, the initial desire to be included in interpersonal communication, to be among people, focus on joint activities, the need for affection and emotional relationships with people. The most important quality related to speech communication is oratory. The development of this quality by a PR specialist is necessary, because mastering the skills of public speaking will help him to more quickly and efficiently influence the audience.
2. Emotional-volitional sphere- This group includes such qualities as:
· Self-control, self-management - the ability to control your feelings, behavior in the current situation. In a public relations work, like any job, various situations can happen where a person will have to maintain control over the situation, over himself, and quickly respond to the impact and try to turn the new situation in the direction he needs.
· Emotional balance - the necessary control over their emotions, manifestations.
· Activity - a manifestation of an interested attitude to the world and to oneself. This ability to act energetically, assertively in solving practical problems.
· Perseverance - a manifestation of willpower, perseverance, the ability to bring things to the end.
· Working capacity - endurance, ability to work a lot and productively. The desire to work long and overtime, if necessary.
· Responsibility - a necessity, an obligation to be responsible for one’s actions and actions.
· self-confidence. It is important in any situations, especially manifested in situations of contact with people of equal or higher rank, in negotiating with them.
· The need for achievements, the desire for achievements, which reflects the fundamental human need - to move forward and achieve goals.
· It is also important to have the ability to self-criticize, as this will contribute to further personal growth
3. Cognitive sphere.- This area includes such qualities as:
· common sense
· A living, seeking mind
· Flexibility of mind, ability to deal with several problems simultaneously
· attention to detail
· Initiative - a special creative manifestation of activity, putting forward ideas, suggestions
· Creativity - the ability to creatively solve problems.
132. Multimedia technology for public relations on the Internet
Key solutions for public relations on the Internet.
Web site. From t.zr. marketing website - This is a set of information blocks and tools for interacting with Central Asia, which can be represented by real and potential customers and partners, as well as representatives of the media. What information, as will be presented on the site + the technical design of the site, depends on the target audience and what the site should convey to it.
The site address (domain) should be short, memorable and reflecting the activity or company name, then it will become a valuable resource.
The site is not prestige, a must. “If you are not represented on the Internet, you simply do not exist.” When the organization is mentioned in articles or news, the links lead to the building. website. Creation and support of the site are one of the important components of PR activities on the Internet. It is important to establish feedback, the user should immediately receive a response.
Microsites. This is a product site with information about the nature of the product, its range and method of purchase, and a promotional site with a special offer; or a site for a special project or event. During a crisis situation, a site visitors can get info about the problem and what measures are being taken to solve it, and speak out about this, get expert opinions.
PR site - a convenient channel for informing CA and its study. Among other things, it allows you to collect statistics on visitors, draw a portrait of your audience, which makes it possible to compose the most appropriate message and overcome communication barriers. For example, a company can provide access to certain information only to registered users, for which site visitors need to answer a short questionnaire.
An institution on the site of its own mailing list will also be an excellent move.
The site needs to register it in directories, to engage in increasing the citation of the site.
PR events on-line.
Online PR events are similar to traditional PR events. Online events do not require rental of premises, expenses for catering, etc. Online activities do not replace “live” ones, but supplement them.
For use, the management must first determine the commercial goals, select the types of communications, develop a plan and, at the end of the events, evaluate their results.
PR can contribute to the development of the following factors:
· Raising awareness - by publishing materials on your own website and posting articles in the Internet media to draw attention to the company, products or idea;
· Confidence building - the availability of trust is one of the fundamental factors in the Internet environment. Placement of info, constant updating, interactive tools for interacting with the company, publishing articles on others
· Sales promotion - public relations events can improve sales performance, stimulate the work of intermediaries, increase the enthusiasm of company dealers;
· Reduce the cost of sales promotion - the cost of public relations on the Internet can be significantly lower; less funds are allocated for sales promotion, the cost of public relations pays off.
The main means of PR on the Internet include:
· Publication of materials and news in the Internet media, on the websites of information agencies and ordinary media, on the information resources of network browsers, on special and thematic servers;
· Implementation through the Internet of interaction with representatives of traditional media;
· Work with the audience in conferences;
· Conducting on the Internet lotteries, contests and other events with their active coverage;
· Internet broadcasts.
· Sponsorship of companies.
Newsletter on online media. When sending news, you need to understand very clearly which publication may be interested in company news and to whom specifically in the editorial office you need to send this news. You cannot use fan mailings. Journalists of online publications, just like journalists of print media, daily receive dozens of news from companies, of which only a few are taken as the basis for future publications. Using the “fan” newsletter, you can lose the confidence of journalists, and really important news about the company is lost in the stream of other press releases. When sending a press release by mail, in the subject line indicate the short name of the press release, do not use the attached files, it is better to place the press release in the text field. Any “heavy” pictures or presentations should only be sent as an attachment to the letter after the consent of the journalist.
Online interviews and press conferences. Many online media and Internet portals practice web-based interviews with company representatives, political and government officials, etc. Online interviews are a fairly common PR tool, especially widely used by politicians and directors of companies operating in the mass market ( cellular communications, banks, etc.) for instance, the editors of the Internet newspaper www.gazeta.ru notifies its readers of such events in 2-3 weeks. During this time, readers can send their questions in advance to an email address or can ask their question directly during an online interview. Typically, the interviewee manages to answer 10-15 questions in detail in one hour of communication.
Online Promotion. Online promotion is actively practiced in some areas of business. On the Web you can find a huge number of Internet sites devoted to films not yet released on the screens. Typically, such websites contain games, contests, interviews with actors and stories from filmmakers. for example, in the entertainment industry. The site www.lipton.ru stores several online games using the theme of a tea bag, regular contests are held with prizes from the Lipton company. Here, users can download screen wallpapers and screensavers made in the corporate yellow style of this brand. On-line promotion is not necessarily carried out on the company's company server.
Internet broadcast. Internet broadcasts can attract the attention of people around the world to a local event held in one particular place. For example, on the website www.mosinform.ru regular live broadcasts of meetings of the Moscow Government are held.
Sponsorship of companies.
Sponsorship is the activity of the company, carried out on the principle of reciprocity - the sponsor provides the company with financial, material or other services, and the sponsored company undertakes to contribute to the creation and development of the success of the sponsor, the achievement of its marketing goals. A sponsored company can provide services: present its materials on its website, conduct advertising campaigns with its resources regarding the sponsor, etc. The goals of the sponsor are to increase the audience, increase the company's popularity and memorization, create an image, transfer consumer attitudes to the website on services, and the formation of relationships with consumers.
Sponsorship differs from advertising on a web site in the degree of integration and the level of interaction between the publisher and the sponsor. The sponsor receives the attention of the audience visiting this site, improves their image and loyalty.
The sponsorship package may include: · Logo placement on the pages of the sponsored site; · Conducting surveys, questionnaires, lotteries and contests on the sponsored site;
· Publication of information about sponsor programs in the news feed, presentation of products and services, etc.
So, the pros and cons of PR.
Advantages and disadvantages of PR over the Internet.
Another question that cannot be answered due to lack of data. The main advantage is that the Internet has many young, active people, it is easier to focus the audience on it, the network itself is a more informal environment, and the credibility of the information sources is, by some estimates, higher than that of traditional media. Feedback is strong on the Internet. Almost 50% of major publications have their own websites, and no less than the number of journalists uses e-mail. It’s therefore easier to “get” them online.
The main drawback is the relatively small audience and insufficient development of information resources and various services. You should be aware: the audience of a particular site is much smaller, and many people don’t go to sites at all.
In general, when planning public relations campaigns, you should turn to the Internet depending on the tasks set, and it is imperative to involve consultants in the work.
Professiogram – this is a document containing the basic professional requirements that should be followed. the development of professional qualities of a person in the course of mastering a profession or filling a post.
The profession chart reflects professional requirements formulated on the basis of the analysis of the professional activity of the most successfully working specialists.
In world practice, various options are known for drawing up a PR specialist professional profile. So, S. Catlip proposed the following list:
special educational training in order to acquire knowledge and skills;
the provision of unique services recognized and demanded by society;
reliance on service to society and responsibility before it;
independence and personal responsibility of corporation members;
self-governing associations of colleagues created to comply with moral codes and standards for the implementation of craft activities.
The Helsinki Charter imposes the following requirements on the level of professionalism of a PR specialist: “The public relations profession can be characterized as a body of knowledge, academic programs, research, ethical rules and control over their implementation. These characteristics complement each other and form the basis of quality as a professional concept All public relations professionals ... must recognize the quality standards set by society, customers and professionals. Accordingly, all individual practices and consultants should strive to obtain a certificate of quality and apply general principles for the continuous improvement of standards ... "
According to F. Boari, a PR professional should possess a number of important practical skills: a PR specialist is “an interpreter, translator, royal jester, mediator, adviser. .. ”The French specialist Jacques Segela expressed himself even more figuratively on this occasion:“ Those who deal with communications should take turns being an engineer and architect, poet and accountant. ”
However, professional compliance is much more than the sum of knowledge, skills and abilities. It is also certain aspects of the personality, and the general culture, and the system of life values.
The American Society for Public Relations defined “personal qualities necessary for a successful career as a PR specialist”: literary skills; analytic skills; expert planning; ability to correctly solve problems.
Success in an individual career becomes synonymous with success in the profession. This thesis also applies to the professional motivation of PR specialists. The specifics of a career aim the individual at personal success.
The following groups of professional qualities can be identified with success.
Professional knowledge: general professional knowledge; knowledge, skills and abilities of safe performance of operations (works, functions) included in official duties; knowledge and skills to identify (diagnose), prevent and eliminate dangerous (extreme) situations.
Business qualities: discipline, responsibility; honesty; good faith; competence; initiative; determination, perseverance; independence, determination.
Individual psychological and personal qualities: motivational orientation; level of intellectual development, etc.
Among the personal qualities of an effective PR specialist K. Black points out the following:
sociability, sense of humor,
calm under pressure (stress resistance),
creative skills,
organization
desire to learn, curiosity,
warmth / accessibility in communication,
self-confidence,
concentration
practicality, energy, perseverance, firmness, honesty.
The professional and business skills of an effective PR specialist, as C. Black points out, are knowledge of PR fundamentals, planning and evaluation skills, writing skills, presentation skills, communication skills with the media, communication skills with clients, personal computer and electronic skills communications, problem and crisis management, reputation management, budget, project management, marketing skills.
Three main groups of knowledge and skills of a PR specialist can be distinguished:
subject knowledge and skills - this is what a PR specialist can call himself an expert in: advanced technologies in the field of communication, the formation and strengthening of corporate culture, financial planning, marketing management, staff training and development;
actually knowledge and skills in the field of public relations-knowledge and skills related to the process of PR activities, for example, skills in diagnosing a situation, analyzing data, making recommendations and implementing them;
skills of interaction with people - the ability to listen and hear, knowledge of the technique of posing questions, providing feedback.
The professiogram contains information that allows you to determine the required level of professional suitability of a PR specialist. The holistic image of the ideal representative of the profession creates a coincidence of the requirements contained not only in the professiogram, but also in such documents as a qualification profile and job description.
The task of this specialist is to increase the demand for various goods and services by purposefully informing potential consumers about them.The advertising agent is designed to promote the successful promotion of goods on the market, the search for new customers, the creation of a sales network and, ultimately, the increase in sales. Advertising is a tool for generating demand for goods and services. The agent contributes to the disclosure of the merits of the company and its products, consumer properties and ways of using the goods. For work, he uses technical means: telephone, fax, computer, etc., and sometimes personally shows potential products to advertised products.
The agent must have complete information about the product or service. In addition, his duties may include negotiations with suppliers, execution of contracts, preparation of payment documents, monitoring the implementation of delivery conditions. Quite often, the main function of this specialist is to sell advertising services to companies wishing to expand the market, to increase demand for their products (in this case, these specialists work in organizations involved in advertising: in the media or, for example, in a company producing appropriate posters).
A working day can take place in the office at the workplace, for making presentations or in telephone conversations. For the most part, communication is conducted in person: the agent holds demonstrations in stores or on the clients ’premises, so they often have to travel. Operating time, most often, is not strictly standardized. Jobs are available both in specialized advertising agencies, and in a wide variety of companies interested in increasing demand for their products.
You can get a profession both in secondary specialized educational institutions and in universities. Often, advertising agents have psychological or economic training. Often these people work without special education, training is carried out in the company, directly during work (however, most often in such cases, employers require any higher education, even if the acquired specialty is not related to the profile of the activity).
The following requirements are also imposed on the level of training: knowledge of the features of promoting goods on the market, the basics of marketing and logistics, the rules for organizing the trading process, forms of cash and cashless payments, and forms for filling out documents. You will need the ability to enter into trust, convince the interlocutors, communicate with them without conflict.
It is advisable to learn the profession for people with high stress tolerance, well-developed communicative and organizational skills, competent and clear speech, good memory and able to communicate with people in person and by phone. An advertising agent should be decisive, obligatory, patient, have good manners and good looks. Work is not recommended for people with severe defects in speech and appearance.
In the modern labor market, advertising agents are in demand specialists. Most often, an agent has a salary equal to or higher than the average salary in industry. However, the level of his income, especially if he sells advertising services, directly depends on personal productivity: after all, the basic salary of such specialists is most often small, and they get everything else as a percentage of personally concluded transactions. When working with advertising of certain types of goods, the seasonality factor is of great importance: in some months, the manager's salary may exceed the average by 2–3 times.
As a prospect, entrepreneurial and individual labor activity is possible; the skills of an advertising agent provide valuable assistance in managing your own business.
PR Manager - from the English. PR, public relations - public relations. The customers of PR managers are politicians during the election campaign and not only (those who fulfill these orders are also called political strategists), businessmen, show business stars, various social movements, and commercial organizations. In any case, the PR managers are faced with the task of creating a favorable image of the client in the eyes of other people, whether they are buyers, voters, fans, sponsors or business partners. They are responsible not only for creating the image (image makers are more narrowly involved in this task), but also for conveying it to the right circle of people, shaping public opinion.
Depending on the tasks set, public relations specialists determine the audience to be influenced, develop an image that will appeal to this audience. Then they develop and carry out activities to maintain the image and ensure the necessary reputation. The PR manager informs the client or the organization’s management about public opinion, helps to respond to it on time. It allows you to be prepared for any changes and, if possible, to make the most of them.
The PR manager organizes presentations, meetings, interviews, press conferences and speeches on television, the publication of articles and materials, provides information support for various promotions. The most important element in the work of a PR manager is interaction with the media: the press, radio and television, and online publications.
The profession can be obtained at the faculties of journalism, economics, management and other faculties of universities.
The training programs for these specialists can vary greatly depending on which field they are preparing to work in. For work as a PR-manager, knowledge of psychology, management and marketing, the basics of jurisprudence, knowledge of at least one foreign language are required. In addition to special knowledge and skills, it is important for such a person to have a lot of life experience.
Successful mastery of the profession requires activity and initiative, energy and sociability, an analytical mindset and creativity. The ability to navigate in rapidly changing situations, to influence public opinion, to provide for the consequences of possible actions is necessary. The PR manager will need intelligible speech, a good memory, high emotional and volitional stability, developed organizational skills, and readiness for reasonable risk. Medical contraindications are neuropsychiatric diseases, speech defects and obvious physical disabilities.
The profession of a PR manager is quite in demand, however, it is almost impossible to get such vacancies without work experience, you have to start a career from other positions. Income is highly dependent on the specific place of work and the orders being fulfilled, however, it usually exceeds the average salary in industry. It is not easy to make a career as a public relations specialist; this will require a number of personal qualities (activity, perseverance, sociability, self-confidence), extraordinary creative abilities and life experience. In the future, it is possible to open your own PR agency.
Public Relations Specialist Professionogram (PR - Specialist)
In the language of personnel managers, a professigram is a document containing the basic professional requirements that should be focused on the development of a person’s professional qualities in the course of mastering or filling a position.
A PR specialist in his professional mission should:
Know the most important problems of domestic and foreign policy of Russia, modern international relations; provisions of the most important international legal documents of the UN, UNESCO, OSCE and other international organizations regulating activities in the field of international information, humanitarian and cultural cooperation;
To know the history and modern practice of mass communication and its various types and forms;
Know the history of the emergence and establishment of public relations
("public relations") as a sphere of professional activity;
To be able to establish and constantly maintain the necessary contacts with the media, information, advertising, consulting agencies, public relations agencies, publishers, interested firms, state and public structures, parties and movements;
To own the skills of organizing and managing the press center, press service, press department, public relations department, public relations center;
Be able to establish relationships with people and organizations that have important information, sources of information;
To know the basics of conflict management and social psychology and to have skills in crisis situations;
constantly study the audience, take into account its mood;
Be able to use the methodology and technique of conducting opinion polls;
Fluent in rhetoric, receptions and public speaking methods
(to know the basics of speech, its types, the rules of speech etiquette and dialogue, the laws of composition and style, methods of persuasion), to have literary editing skills, the ability to create your own journalistic work, press release;
Skillfully use technical, television and radio electronic media, be able to take pictures, own video and computer equipment.
He is able to organize his work on a scientific basis, knows the techniques and methods of collecting, storing and processing information, including using electronic computers, has the skills to use
Computers and applied computer programs;
He speaks a foreign language (s), is able to perform the functions of a translator, translator-referent and
A PR specialist, in accordance with general professional and special training, should be able to carry out the following activities
:
informational and creative;
socio-psychological;
information and communication;
informational and analytical;
information and reference;
cultural and educational;
sociological information;
research.
The qualities that are necessary for a PR specialist can conditionally be divided into 3 areas:
1. The communicative sphere.
This area, in our opinion, is the main one, because PR specialist in constantly has to establish and maintain contacts with a wide variety of people, and this ability is key to his professional work.
It is also necessary to note such qualities that a specialist in public relations should have. This is optimism, a sense of humor and personal charm - i.e. the ability to attract people, to direct and retain the attention of others and thereby win success.
There is also a technology of personal charm, which is important to know and apply to a PR specialist in professional activities. Classes in physiognomy help, read in the face of an ’’ interlocutor, partner in meetings, negotiations.
A lot can depend on how developed this quality is with a PR specialist. It is widely known that the first impression of a person, although it may be deceptive, nevertheless, from the very beginning, plays a decisive role in decision making.
2. Emotional-volitional qualities.
This group includes such qualities as:
. self-control, self-management - the ability to control your feelings, behavior in the current situation. In a public relations work, like any job, various situations can happen where a person will have to maintain control over the situation, over himself, and quickly respond to the impact and try to turn the new situation in the direction he needs.
. emotional balance - the necessary control over your emotions, manifestations.
. activity - a manifestation of an interested attitude to the world and to oneself. This ability to act energetically, assertively in solving practical problems. This quality is, of course, important as the work of a PR specialist.
. perseverance - a manifestation of willpower, perseverance, the ability to bring things to the end.
. working capacity - endurance, the ability to work a lot and productively. The desire to work long and overtime, if necessary.
. responsibility - a necessity, an obligation to be responsible for one’s actions and actions. A quality such as responsibility is professionally important for any type of activity. And, of course, it is necessary in working with the public.
Another important quality is the need for achievements, the desire for achievements,
The next quality is self-confidence. It is important in any situations, especially manifested in situations of contact with people of equal or higher rank, in negotiating with them .. It is also important to have the ability to self-criticism, as this will contribute to further personal growth.
3. Cognitive, cognitive sphere.
This area includes such qualities as:
Common sense
- a living, seeking mind
- flexibility of mind, ability to deal with several problems at the same time
- attention to detail
- initiative - a special creative manifestation of activity, putting forward ideas, suggestions
- creativity - the ability to creatively solve problems. This is an important ability for a PR specialist. "Public relations" is not an exact science and in the activities of a PR specialist there are no once and for all established rules and rigidly fixed frameworks for solving problems. Each new situation implies an interesting and applicable creative solution only to it.
The qualities are also important:
Oratory (experience).
Optimism (“Focus on business”, “Self-esteem”)
Cheerfulness and sense of humor ("Self-esteem").
Personal charm (“Focus on communication”, “Self-esteem”).
Emotional poise (“Communicative tendencies”,
"Organizational tendencies).
Activity).
Perseverance ("Self-directed").
Operability.
A responsibility.
The need for achievements.
Common sense.
The flexibility of the mind.
Initiative.
Creativity.
Today, a good public relations specialist requires such qualities and skills as communication skills, organizational abilities, ability to take responsibility, make decisions quickly, empathy, flexibility and at the same time firmness, ability to find compromises, charisma, charm.