Nowadays, public-private relations play an important role in helping organizations and enterprises to establish their image, enhance brand value, carry out market promotion, and even assist the government to improve decision-making and promote social progress.
This paper mainly discusses the job responsibilities of public relations personnel, the knowledge structure of public relations practitioners, the basic qualities that public relations personnel should have and the moral cultivation of public relations practitioners.
Responsibilities of public relations personnel:
(1) Organize public communication plans, edit, produce and distribute all kinds of publicity materials, and be responsible for organizing news release and image communication;
(2) Monitoring, collecting, sorting out and analyzing the public information of this institution, and providing management suggestions to the leaders of this institution;
(3) Formulate the image management plan of the organization and products (services), plan and implement various public activities with themes, and evaluate them;
(4) Communicate and coordinate the relationship between the organization and the public at home and abroad, and participate in handling the public consultation, complaints and reception affairs of the organization;
(5) Assist the organization to discover, handle and monitor the contradictions, problems and emergencies (crises) between the organization and the public;
(6) Provide professional training and guidance for other relevant personnel of the organization.
Basic requirements for public relations practitioners:
Knowledge structure of public relations practitioners
1. Basic theoretical knowledge of public relations.
This knowledge mainly includes: the basic concept, function, origin and historical evolution of public relations, the core concept and basic theory of public relations; The three elements of public relations and their mutual relations, the basic procedures of public relations work, etc.
2. Basic practical knowledge of public relations.
Public relations is a practical profession that attaches importance to the accumulation of experience, and of course it also attaches importance to the basic practical knowledge and skills of public relations. In fact, public relations research knowledge, public relations planning knowledge, public relations negotiation skills, public relations communication methods. It is all practical knowledge that every public relations practitioner should master.
3. Professional knowledge of related disciplines and professional knowledge required for specific public relations work.
In order to carry out their work better, public relations practitioners should also master some theoretical knowledge of related disciplines. The disciplines closely related to public relations have the greatest influence on the theory and practice of public relations, such as management, communication, sociology, psychology and behavioral science, while marketing, advertising and interpersonal relations have great reference significance because they overlap with the theory and practice of public relations. In addition, when public relations practitioners receive special public relations services, such as international market public relations and industry public relations, they should also understand the corresponding regional cultural traditions, customs and habits and the basic knowledge of specific industries.
Ability structure of public relations practitioners
Generally speaking, qualified public relations personnel should strive to make themselves have the following abilities:
1. Expression ability: including oral expression ability and written expression ability.
The ability of oral expression is what is usually called eloquence. Oral expression is the most important, direct and quickest means to realize two-way communication of information in public relations work: there are special speeches to the public on specific occasions to win over the public, create and guide public opinion; There are also forms of conversation such as face-to-face communication with the individual public, explanation and persuasion in interpersonal communication; For the benefit of the organization, there are also forms of negotiation with other organizations. Therefore, public relations people should master the rules and art of oral expression, make full use of auxiliary languages such as facial expressions and gestures, and enhance the persuasiveness, affinity and appeal of oral expression.
Written expression is writing ability, writing ability. Public relations personnel are involved in a wide range of writing in their work, from daily letters and official notices to public relations planning, investigation reports and summary reports, from press releases, speeches and advertisements to public relations manuals and public relations planning books, all of which require skilled writing skills.
Therefore, public relations personnel should be proficient in various styles including news, letters, plans, summaries and analysis reports. At the same time, pay attention to rigorous logical thinking and concise and smooth writing.
2. Social skills
A lot of work of public relations personnel is to directly face all aspects and types of the public, quickly establish two-way effective communication, and win goodwill, recognition and cooperation. This requires that public relations personnel must have strong interpersonal skills, that is, social skills. Only in this way, public relations personnel can calmly cope in various social occasions, make friends, build good relationships, establish their own good image and win more development opportunities for the organization.
3. Innovation ability
To some extent, public relations work is to promote change with change. The same content will be different in different time, place and object. Therefore, the work of public relations personnel is a creative, innovative and pioneering work, which requires public relations personnel to be active and passionate, abandon stereotypes and constantly create a new realm of public relations work.
3. Organizational management ability
Public relations personnel should be good at mobilizing, organizing and coordinating the power and relationship between the public inside and outside the organization; Be good at making daily plans and special plans for public relations, and organize their implementation and evaluation appropriately and effectively; Be good at organizing and participating in various meetings and activities related to the principles and practices of public relations, properly and effectively select and use various means of communication, and promote the realization and completion of the organization's expected goals.
4. Self-control adaptability
Public relations personnel often encounter all kinds of unexpected events and problems in public relations activities, so they should be calm, clear-headed, correct in judgment, resourceful and solve the problems satisfactorily.
Moral cultivation of employees in the relationship between "three publics" and "three publics"
The so-called professional ethics accomplishment refers to the personnel engaged in various professional activities, who carry out self-education, self-transformation and self-improvement according to the basic principles and norms of professional ethics, so as to form a good professional ethics and reach a certain professional ethics realm. Any industry or occupation will be recognized, supported and understood by the society only if it earnestly fulfills its professional ethics. So is the moral cultivation of public relations practitioners. There are many ways to cultivate professional ethics. In addition to the eight basic norms of professional ethics, there are the following:
(1) Learn professional ethics and master professional ethics knowledge.
(2) study hard modern scientific and cultural knowledge and professional skills to improve cultural literacy.
(3) Self-reflection is often carried out to strengthen self-discipline.
(4) Improve the spiritual realm and strive to be "cautious and independent".
The basic quality, physical quality and psychological quality of employees in public relations.
The basic qualities that public relations personnel should possess are the basic conditions for human development, as well as the basic conditions for the development of human mind and ability. The great personality charm exuded by the public relations staff with lofty ideology and morality can easily achieve twice the result with half the effort in public relations work. We should tolerate all kinds of people with a broad mind and establish good relations with them; Keep a happy mood and know how to express and control your emotions properly.
Public relations personnel will face many difficulties in complex public relations activities, which requires them to maintain strong psychological endurance, self-control and self-motivation, be brave in taking responsibility, be good at mobilizing their own strength to deal with it calmly and advance despite difficulties in order to achieve the set goals.
1. A wide range of interests
2. Public relations personnel should be honest.
3. Public relations personnel should be tolerant.
4. Noble ideological and moral character and good character
be strong-willed
6. Cheerful personality
7. Maintain good appearance and manners.
8. People who do public relations should be confident.
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