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MEs, senior teacher Tashenova L.V.

Karaganda State University named after academician Y.A. Buketov

 

Professional skills and functional responsibilities

of the PR-manager

Public relations are a highly competitive business, where not so easy to get, and, once, even harder to resist. Professional standards are constantly rising, and the work itself is becoming more and more demanding.

The main skills, which are required for Public Relation specialists:

1.        Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

2.        Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

3.        Reading Comprehension – Understanding written sentences and paragraphs in work related documents.

4.        Writing - Communicating effectively in writing as appropriate for the needs of the audience.

5.        Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.

6.        Coordination - Adjusting actions in relation to others' actions.

7.        Time Management - Managing one's own time and the time of others.

8.        Judgment and Decision Making – Considering the relative costs and benefits of potential actions to choose the most appropriate one.

9.        Complex Problem Solving – Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

10.    Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

11.    Service Orientation - Actively looking for ways to help people.

12.    Persuasion - Persuading others to change their minds or behavior.

13.    Active Learning – Understanding the implications of new information for both current and future problem-solving and decision-making.

14.    Negotiation - Bringing others together and trying to reconcile differences.

15.    Systems Analysis – Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.

16.    Systems Evaluation – Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.

17.    Management of Personnel Resources - Motivating, developing, and directing people as they work, identifying the best people for the job.

18.    Instructing - Teaching others how to do something.

19.    Operations Analysis – Analyzing needs and product requirements to create a design [1].

Knowledge which is needed to be a Public Relations specialists:

1.        English Language – Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

2.        Sales and Marketing – Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

3.        Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

4.        Computers and Electronics – Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming [2, p. 324-325].

5.        Clerical - Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.

6.        Administration and Management – Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

7.        Mathematics - Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

8.        Geography - Knowledge of principles and methods for describing the features of land, sea, and air masses, including their physical characteristics, locations, interrelationships, and distribution of plant, animal, and human life.

9.        Personnel and Human Resources – Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.

10.    Education and Training - Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

The next table contains the main requirements for being a public relations manager, as outlined by the U.S. Bureau of Labor Statistics [3].

 

Table 1 - The main requirements for being a public relations manager

The type of requirement

Common Requirements

Degree Level

Bachelor's degree required; some employers prefer a master's

Degree Field

Public relations, communications or journalism

Licensure and / or Certification

Not required, but is available through the Public Relations Society of America

Experience

Several years of experience in a public relations position typically required for management positions

Computer Skills

Social media knowledge

Key Skills

Problem-solving skills, research skills, writing skills, interpersonal skills

 

There are the main work values of PR-manager:

1.  Achievement – Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.

2.  Independence – Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

3.  Working Conditions - Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.

4.  Relationships - Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.

5.  Support - Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

 

Literature:

1.              http://resources.workable.com/public-relations-manager-job-description

2.              Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber. Public Relations: strategies and tactics. – London: Pearson, 2014. – 624 p.

3.              http://study.com/articles/Public_Relations_Manager_Job_Description_and_Information_About_Becoming_a_PR_Manager.html