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Chapter 2: PERSONAL QUALITIES OF PUBLIC RELATIONS OFFICER

Posted on:11/25/2005
Written By: Prof. Shukla
A good Public Relations officer has the ability to marshal facts to summarize the important points and then to express himself clearly in both writing and speech. His standard of integrity is high. His facts are people's eyes. He must be able to gain people's confidence, which comes from an understanding of human nature and the imaginative ability to put sense and enthusiasm for the job.


PERSONAL QUALITIES OF PUBLIC RELATIONS OFFICER

A public relation officer will certainly do some writing. He is almost bound to have to prepare press releases and has to write some articles. He will have to draft letters and draw up reports for his clients. If employed by a large firm he may be asked to write a speech for his chairman, to edit house journals, or to write company brochures or sales literature.

A good Public Relations officer has the ability to marshal facts to summarize the important points and then to express himself clearly in both writing and speech. His standard of integrity is high. His facts are people's eyes. He must be able to gain people's confidence, which comes from an understanding of human nature and the imaginative ability to put sense and enthusiasm for the job.

EDUCATION:

A PRO must be educated, as he has to perform all the very important duties. He must be having full knowledge of the firm where he is working. Technical details are also important things. Some important points regarding machinery and production are known to the PRO. He must be good journalist, as he has to make reports of the programs. He must be bold and capable of taking leadership and responsibility of the company. He must be able to avoid any complaint from outside about the company. A main thing, which is important for PRO is that he must be able to satisfy people. That means he must be a master in the communication art.

As far as educational qualification is concerned diploma in public relations is a must. During the interview, his style of speaking and presentation are the most important trademarks, which come across in a PRO’s selection.

PUBLIC RELATIONS IN GOVERNMENT

Representatives of the people form an assembly. The main functions of these elected people are nothing but maintain Public Relations. The government recognizes the people as the masters and these masters keep the people informed about the policies of government and plans, which have been prepared and executed according to public wants and desires. This is a very important task, which is done by the representative of the people. This explanation should prove beyond doubt that leadership is one of the most important quality in determining your ambition to be a successful Public Relations Officer.

ROLE OF PUBLIC RELATIONS

An organization has to keep relations with several groups to create and maintain a favorable image about the organization in the minds of the people. The people are divided into following groups or categories as per the company's or organization’s relations.

The consumers.

The dealers.

The employees.

The shareholders or Proprietors.

The community.

1) CONSUMER RELATIONS:

Most important thing for the company is a consumer as they are the people who decide the business for the company. Keeping good relations with the consumers is very necessary for the company. Though the company usually has no direct contact with the consumers but certainly through the middlemen, like the wholesalers, dealers and retailers are there in between the company and consumer to strike the chord between the consumers and the company. Once a good repo is struck between all the chains of the company, then the relations are kept by the following ways.

Before launching a product in the market a survey is done and according to the needs and wants of the people, the product is designed, structured and calibrated. The price of the commodity is also decided by taking in account general public opinion and obviously general market strategies and combinations. This is also one type of public relations.

Now, second part of public relations start. Proper information about the product, company history & background, and policies are explained to the consumer. The information may be given by the dealer or by public relations during garnishing of public complaints and suggestions.

A Public Relations Department should ideally receive complaints and suggestions from the people or customers who are directly coming to the company. In this way consumer relations are kept and organized by the company.

 

 

 

 

2) DEALER RELATIONS:

Dealers are working as a bridge between manufacturers and consumers. A product from manufacturer is first sold to the dealer and then it reaches to the consumer. Therefore, it is essential for manufactures to keep good relations with dealers as they are taking the product in bulk and also interested in maximizing the profits. A good dealer relations can only be promoted if the manufacturer is fair in his relations in following fronts; By giving credit facility, by giving delivery of product on time, by doing his advertisement, which makes good relations. To appreciate the dealer’s work and to inspire him to sell are the main things, which are to be done by manufacturers to make strong relations.

3) EMPLOYEE RELATIONS:

A Company gives many facilities to the employees who are working for the company. For their excellent performance in work, awards are given to the employees. Bonuses and incentives are also provided to the workers but along with this more things are given to employees to make good relations with them. An employee should not get bossing but he must be working under control. Because bossing is the thing, which earns a bad reputation for the company in workers minds and naturally affects his work. To avoid loss to company it is necessary for a manager to look upon this bossing matter from the initial stages itself. If employee's relations are good then company will always be in good profit and no disputes will arise in the workers and managerial staff.

4) SHAREHOLDER RELATIONSHIP:

A shareholder or proprietor is a person who has invested money in the organization. He could have invested this money outside in Banks or in government securities. He therefore naturally expects a reasonable return on his investment keeping in view the risk he is taking by investing his money in the organization involved. Thus good shareholder relations cannot be built up if the company is not fair to them in the declaration of dividends in particular. The amount of dividend also affects the price of the share in the market. Shareholders naturally expect the prices of their shares to rise in the market as then only they can make a capital profit when they decide to sell the shares.

5) COMMUNICATION RELATIONS:

There are many members of community like shareholders, consumers, dealers, employee, etc. and similarly there are many types of public relation activities that are done, which are named as Community Relations. A Company building a meeting hall for general public, a well for general villagers or school for students; such are the community activities done by a company. Thus community relations activities must be geared to actually satisfy the needs of the needy and not just be triggered to procure glorification for the company or perpetuation of the owner's name.

Pick a chapter to continue..

Chapter 1: MEANING OF PUBLIC RELATIONS

Chapter 2: PERSONAL QUALITIES OF PUBLIC RELATIONS OFFICER

Chapter 3: ACTIVITIES OF PRO

Chapter 4: PUBLIC RELATIONS PROGRAM

Chapter 5: PUBLICITY, PROPAGANDA AND ADVERTISING

Chapter 6: Attitude; HOW GOOD SHOULD BE A GOOD PRO?

Chapter 7: QUALIFICATIONS OF PRO

Chapter 8: PUBLIC RELATIONS POLICY


  
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