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COMMONSENSE 8. COMMINTMENT 3. CONCISE 6. CREDIBILTY 10.10 C¶s of PR 1. COMMUNICATION SKILLS 4. CLARITY 2. COURTESY 9. COMPUTER LITERATE . CONTINUITY 7. CREATIVITY 5.
Maintains high level of motivation b. h. Should have good writing skills g. Understand his role as a communication manager. . Should be able to communicate well under pressure. have adequate physical resources e. Initiative taker c. Sound editorial judgment f. Media acceptance d.ADDITIONS TO 10 C¶s a.
Ability to listen j. l. Think in business sense. j. i. Prepared to do research work . Innovative in Ideas & creative in implementing strategies. Systematic in approach k. k. Should have the capability to anticipate and nullify the negative effects of any situation before it develops into crisis.Contd..
l. p.Contd. The true PR person is a DEMI-GOD. Like to work with people and as a team. . Can speak more than 1 language. Prepared to meet deadlines and assume considerable responsibilities. Values TIME. Presentation skills. m. o. n..
That apart.Public Relations Training Increasing role and significance of PR as a vital human activity and management function has paved the way for the public relations education and training in India and other parts of the world. the growing emphasis on the PR education too is. responsible for widening the horizons of knowledge and training in this field. . in good measure.
goodwill. . modernisation. urbanisation. participation and support from all. The tools.. Any persuasive communication to motivate people for change. industrialisation. and all for all kinds of development in a democracy. uses the PR techniques.Contd. techniques and strategies of PR are based on theories of behavioral sciences. for gaining public consent.
He / she concentrates on the creative aspects such as Informing. educating.. organising and persuading people. motivating. communications and crises is the backbone of every successful organisation. The PR training activities have been undertaken in India since the 1960s. calls for speacialised skills. Earning public goodwill and support for the activities of the organisation. where he/she serves as a PR specialist. .Contd.The modern PR manager who can efficiently handle human relations.
industry. In India. economic. ³ with the growth of PR in India during the last two decades. religious and cultural backgrounds. Underlining the scope of PR training in India. . which. commerce and Non-profit organisations are on the look out for trained PR personnel. a PR expert says.. in turn has broadened the realm of education. people do have varied social. the government. educational. political. and their expectations also differ accordingly.Contd.
It s common for both to be called in after the damage is done. A medical practitioner and PR practitioner must both first diagnose and then treat. ³ There is an interesting analogy between medicine and PR. is equally rarely employed´.Contd. and like the latter. .. Sam Black observes. Preventive PR is just as important as preventive medicine. The harmonious functioning of such a pluralistic society certainly merits the proper education and training of PR professionals.
.Contd. but a continuous effort towards training and educating the PR professional to achieve the specific goals of an organisation. Effective PR is not an emergency or transitory activity..
2. Planning and setting of goals. Why PR research? Research is needed for : 1. . It is very essence of successful PR activity. 4. Evaluating result of planned PR programme. Initiating PR action plans-proactive & time bound. 3. Identifying & prioritising public. The whole purpose of fact finding and planning will go haywire unless the research and evaluation objectives are kept constantly in view.PR Research PR research is known to be extremely critical at every step of PR work.
if there is no research.Contd. Simply stated. evaluation and planning are the foundations of PR. . PR is destined to fail and fall. 1. 2. Appropriate methods of evaluating results should be decided at the planning stage. To make PR more effective.. Give due importance to proper µFeedback¶ from the audiences. essentials are. there cannot be any planning. Research techniques to be repeated to evaluate the results of planned PR work. It enables PR persons to evaluate effectiveness of planned efforts. 3. So research.
Go for µPlanning by objectives¶ and µresearch techniques¶ so that management can understand. 4. practical PR issues.Facilitate feedback by being receptive to responses. 3.Contd. 5. 2.. . 1. For the purpose of PR research in particular there are three major PR research types. Basic PR Research dealing with PR process and PR problems.Applied PR Research which looks into specific. Introspective PR Research which deals with issues of PR itself like status and profile of PR and impartial selfanalysis.
To test the effectiveness of messages. To formulate plans and strategies. 3. 4.To measure extent and nature of competition. 6. To measure success. To ensure media attention and coverage. 1.. There are at least six ways to use research in practical applications. . 2.Contd. To influence opinion in favour based on truth and full information. 5.
Professionals & bodies. media & PR units including PSEs. 5. . PR professional bodies.Contd. PR professionals within the organisations.PRSI at the apex and regional levels. & IIMC etc. 7. Govt. PR consultancies on assignment basis. 3. Advertising & Marketing agencies. deptts. 1. 4. University¶s Mass Comm. 6. PR research in India is mainly carried out by.. 2. Mass Comm.