| The aim of Public Relations is to maximize support and | | | | understanding of its publics. This comes through patient |
| minimize opposition for your enterprise among the | | | | research, quantitative and qualitative measurement and |
| various stakeholders and general public. A PR | | | | insightful analysis. Without these qualities, a public |
| campaign consists of two distinct elements -- strategy | | | | relations counselor cannot hope to succeed. |
| and execution, i.e. what to do and how to do it. | | | | Thinking on her feet |
| The role of a Public Relations Counselor is to suggest | | | | PR counselors are invariably called on to deal with |
| strategy, i.e. advocate âwhat to doâ. A | | | | crisis situations when hostile publics demand swift and |
| Public Relations Counselor would typically be involved | | | | sensitive action. Imagination, quick reactions, and |
| in defining the PR policy of your enterprise, analyzing | | | | sensitivity to the publics view will help your PR |
| problems and opportunities, identifying the stakeholders | | | | counselor deal effectively and efficiently with these |
| or publics you need to reach, recommending the key | | | | adversities. |
| messages for each public, and allocating responsibilities | | | | Persuasive Communicator |
| to the team. | | | | Communication is critical to all public relations functions. |
| Given the criticality of this position, here are some | | | | Well-planned, effectively handled communication is the |
| qualities you need to look for in your Public Relations | | | | key to the success of every PR program. Your PR |
| Counselor: | | | | counselor must also be persuasive in order to gather |
| Good Judgment | | | | information and opinions from people, often in times of |
| Good judgment is the single most important quality of | | | | trouble when most people dont want to talk. |
| a good PR counselor. She needs to correctly interpret | | | | Honesty |
| the strength and longevity of public opinion, and must | | | | Above all, you want a PR counselor who will always |
| know what to react to, and when and how to react. | | | | be honest with you. Your PR counselor needs to be a |
| This calls for superior judgment. | | | | mirror of the public opinion, helping you see an honest |
| Research and analytical capabilities | | | | picture of what the public thinks of your enterprise. |
| A responsible public relations program is based on the | | | | |