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02.06.2015

Olena Derevianko, “PR Specialist Should Enjoy Their Strange Lifestyle”

1. Does a PR specialist need to have a specialized education?
 Definitely not. I do not know universities either in Ukraine or abroad whose graduates would receive all the knowledge necessary to work in PR. Therefore, we should, like good doctors, treat not the disease, but the patient. That is, in addition to professional knowledge, to have something else for their name, including intuition.

2. What, first of all, should a PR specialist learn to become a true professional?
 For starters, be eager to life, love, to read and be able to interpret texts and situations, take responsibility, understand the motives for people's actions. All this is not from the field of professional knowledge, but from the field of personal qualities. This is the foundation that family, school, and life build, not educational institutions. The output should be a self-motivated, encyclopedically educated empath. Then a professional add-on is added – understanding the logic of functioning of organizations of different types and models of consumer and electoral behavior, knowledge of world history and world culture, the ability to navigate the intricacies of the information space, negotiation skills, etc, etc.

All in all, PR is a creative work. You must to have a calling.

3. Top 3 desktop books of a PR professional

If we mean only professional literature, then 3 books that are useful on a daily basis will not be typed. A huge number of repetitions, dubious, and useless conclusions, in most cases – a complete inconsistency with real practice. Therefore, each person will have their own books. I know people who read sacred texts for professional inspiration – the Bible, the Torah, the Koran, the Bhagavad Gita. I know those who read memoirs and those who like fiction. My personal list is endless – it can be something read in early childhood and adolescence (like “Accursed Kings”, “The Sovereign”, “The Human Comedy”), and new ones. For example, in our fun times, I would say that Terry Pratchett's books – “The Truth”, “Moving Pictures”, “Soul Music” – are marvelous for anyone trying to influence the public consciousness.

4. How to distinguish useful trainings from useless ones?

Completely useless training does not happen. From any most boring book, you can extract or resurrect at least one good thought. And almost every training (except for the training of an absolute narcissist-amateur) makes you shake yourself up, and more actively earn consciousness with the subconscious. At the same time, the right training is different for everyone, because everyone has their own needs for self-learning. Therefore, we can only recommend trivial things – look at the professional experience of the coach, read their own texts and reviews, carefully study the training program, honestly look at yourself from the outside, or ask a smart colleague about it to understand what gaps you need to fill. That is, try not to get into a mess. But anyway, it's a lottery. There are individual listeners who do not like coaches at all. And there are those who, in the presence of striking teachers, suffer to the extent that they begin to envy, hate, and unreasonably sneer.
 5. Personal qualities that a professional should possess and develop.
 
 Restrain the first movement of the soul, be a multi-tasking adept of Julius Caesar, enjoy your strange lifestyle and a specific kind of work activity.

6. Your ideal subordinatehow do you see this person?

I don't like the word subordinate and high hierarchy. There are people who work together. And I would like to see these people perfect, with a high level of social and emotional intelligence, able to keep secrets, quick thinkers, responsible for their words, versed in reality, like a catfish to a crawdad. These are the ones that work for us.

Interviewer Oleksii Furman

http://reklamaster.com/marketing-and-advertising/elena-derevjanko-piarschik-dolzhen-naslazhdatsja-svoim-strannym-obrazom-zhizni


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