With the strengthening of economic globalization, the promotion of market diversification and the diversification of people's lifestyles, the relationship between the public and the public has expanded to everyone. Having a certain quality of public relations has actually become the basic requirement for every member of society to control their own lives and work. How to become an excellent public relations staff has become a concern of everyone, and how to improve their public relations skills has become a war reserve for pursuing success. Taking college students as the object, this paper analyzes how to become an excellent public relations staff: as potential talents in society, college students will one day embark on the road of professional competition, and how to cultivate themselves into talents with high public relations quality should be the focus of contemporary college students' attention. Today, with the increasingly strict requirements for comprehensive quality talents, how should college students train themselves to become an excellent public relations staff? I think the cultivation and improvement of college students' public relations awareness, knowledge and skills, organizational ability and practical ability are all important contents for college students to form excellent public relations personnel. First, to be an excellent public relations staff, we must establish a vigilant public relations consciousness.

First of all, consciously form a good image consciousness. In modern society, a person's image, popularity and reputation directly affect the public's trust and cooperation and the success and development of the cause. The relationship between the masses and the masses is the art of shaping images. After graduation, college students go to work at all levels and get in touch with various public relations situations through a period of exercise, which requires college students to have public relations image consciousness and truly integrate into the role of society.

Secondly, cultivate a keen public awareness. College students should consciously establish a sense of public supremacy, always think of the public, win the support and trust of the public, and enhance the competitiveness of the organization from the root. On the one hand, college students should go deep into the society, understand the society and deepen their understanding of public identity. On the other hand, we should learn and master modern public relations theory, especially read more public relations cases. Modern public relations skills pursue popular skills, so public awareness is very important for public relations work.

Third, adhere to the sense of autonomy. As college students, we should actively spread our information on the social platform, improve the initiative of communication, associate with people with strong interests, and strive to understand and tolerate others. And we should improve our modern communication skills, be good at listening, communicating and introducing ourselves, and show confidence, optimism and humor on any occasion, which makes people feel relaxed. There are essential differences in efficiency and performance between active public relations and passive public relations, and the performance of public relations with active consciousness can be satisfactory.

Second, to be an excellent public relations officer, we must scientifically consolidate our knowledge and skills.

First, focus on acquiring knowledge and skills. For college students, different goals require different knowledge and skills. Generally speaking, the courses prescribed by the school are the main knowledge and skills, which cannot be neglected. However, due to the different goals of success, there are also some differences in knowledge and skills. Therefore, for important courses, it takes people's hard work to learn. For applied theoretical knowledge that is close to professional knowledge and directly affects majors, it is the focus, and for knowledge that indirectly affects majors, it is the auxiliary knowledge.

Secondly, pay attention to the level training of knowledge and skills. For college students, professional knowledge course is the highest level course. Professional basic knowledge is closely related to professional knowledge and has a certain direction. The thicker the knowledge at this level, the more it can promote the development of professional knowledge, and it is also the basis for learning professional knowledge. If the basic professional knowledge is not solid, it will greatly reduce the learning efficiency of professional knowledge. Therefore, for college students' knowledge and skills, we should focus on the generosity of basic knowledge, the profoundness of professional knowledge and the clarity of main attack objectives.

Third, insist on exploring the connection between knowledge and skills. For college students studying at school, we must adhere to the connection between knowledge and skills. Liberal arts students should learn some science knowledge, and science students should also learn some liberal arts knowledge. Moreover, we need to have a certain understanding of other interdisciplinary knowledge, constantly pursue the comprehensiveness of knowledge, digest the logical connection between different knowledge points, and master all skills as an interrelated whole.

Third, to be an excellent public relations staff, we must pay attention to cultivating organizational and practical abilities.

First of all, strengthen the exercise of organizational ability. The organizational ability of college students, like other abilities, should be cultivated and developed through practical activities. For college students, university is the key stage to enter the society. We must seize the good opportunity, recognize our own advantages and strive to develop our own advantages. We should not only learn book knowledge well, but also cultivate and develop our organizational ability through various channels in order to be competent for future work.

Secondly, promote the improvement of practical skills. The level of practical ability is an important reference standard for college students' public relations ability. The actual conditions of college students are also very rich. In the teaching process, they can actively cooperate with teachers, give full play to their initiative and participate in teaching activities. More importantly, college students can improve their practical skills by carrying out social practice activities after class and often participating in some rich extracurricular practice activities.

Finally, strive to improve the comprehensive ability.

The most important thing for cultivating college students' public relations quality is to have strong adaptability. Only by constantly adapting and improving in social practice and work exercise can we finally improve our comprehensive quality. The requirement of comprehensive ability must adapt to the new environment, new skills, new direction, etc.

Fourth, summary.

Therefore, how to become an excellent public relations officer is the most important quality requirement for college students, and the ability training is the key chip for college students to stand on their own feet and be confident after they leave the society. Only by persisting in public relations consciousness, consolidating public relations skills, improving organizational level and developing comprehensive practical ability can anyone achieve excellent public relations performance.