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18.07.2013

10 Characteristics of an Excellent PR-Expert

Following the unexpected popularity of my previous “professional” column, I decided, by popular request so to say, to enumerate attributive parameters according to which one can tell a worthy PR-expert from a fake idling around the labour market. So, my absolutely subjective opinion is that a “proper PR-expert” is:

1. Optimistic and enthusiastic. For him/her the glass is always half-full and almost everything is possible for him/her. Shining eyes are the first condition sine qua non; without it, the other nine characteristics become quite useless.

2. Wise and sensible. He/she gets at the root of the issue – and tries to the best of his/her ability correct the business processes that are defective in terms of reputation instead of mopping up their consequences in the information space. This person is not used to bustling with activity and stressing his/her importance with the help of “trinkets, trimmings and trappings” – all sorts of pseudocreative ideas whose implementation takes up resources but does not contribute to achieving the company’s goals in a positive way. This person understands that reputation management means management knowledge and skills first of all and he/she has a corresponding way of thinking.

3. Brave. He/she will argue with super-big bosses if their actions damage or can potentially damage the reputation capital. Because this person respects his/her work and does not want to watch the laboriously cultivated image being ruined by petty tyranny of high standing.

4. Curious. He/she has tenacious mind and pays attention to details because the devil hides behind them. He/she absorbs any information like a sponge even if he/she does not know if it will be of any use. This person definitely tries to understand the tiniest specificities of the branch and, particularly, of the company he/she works in or for. Because this is where a potential for growing reputation assets and sources of reputation risks are hidden.

5. Multitasking and stressproof. He/she can do handle several tasks at a time without particular strain and he/she does not freeze up when it is necessary to change things in the process. Because c’est la vie and every new challenge creates an opportunity to get off and have a drive when you succeed. Or invaluable experience if something does not go the way you would like it to.

6. Hardworking but not a workaholic. He/she considers the fact of working long and irregular hours to be his/her professional duty. He/she does not get hysterical when it comes to settling work-related issues outside of the scheduled time. He/she learned a long time ago how to interweave private life and work so as to have time for everything.

7. Not greedy. He/she is not viciously disposed to implement the whole of the allocated budget. First of all he/she estimates the necessary sum of money on the basis of the targeted approach – what should be done, how much it will cost and what the yield will be like.

8. Is highly intellectual, both emotionally and socially. He/she can be different – clever, stupid, a simpleton or a highbrow. But he/she always communicates with their interlocutor using the language of the latter, inspires trust and a wish to help.

9. Knows that “there is time to be silent and there is time to speak”. He/she speaks to the point, does not trespass on his/her colleagues’ time dwelling on copy-book maxims or going into highly specialized detail.

10. Respects him/herself. On principle, he/she does not work for the companies where PR is merely an architectural extravagance or the management’s whim. Because work should not only provide the daily bread but pleasure as well.

If I have missed anything, please, add it, if I have exaggerated, forget it, if you disagree, argue with me.

http://forbes.net.ua/woman/1354882-10-priznakov-otlichnogo-piarshchika

 


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