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Qualities That A Pr Practitioner Should Possess

For every kind of organization, especially big companies and government departments

, public relations are an important management function. The public relations policy is of direct importance to top management.

The public relation policy must be based on the long-term view of an organizations relation with different target publics. So the public relation practitioners should possess the following qualities.

Intellectual curiosity:

If you belong to type of practitioner who is satisfied with, which is already tried & tested ,and doesnt do anything naturally to check out the new ways of thinking about & doing, then you must step aside and make way for someone else to run your clients social media campaign.


Social media isnt about tools, but popularity of Twitter and Facebook, what people want to communicate, share & learn. Its about a new mentality and new expectations. Anything can happen right now even Scary! That depends on your personality.

Passion & Dedication:

The advent of social media represents a new era for PR & the way in which it should be practiced. If youre not passionate about how to spend a significant part of the day not only with social media, but for yourself, then start thinking about a new career. Life is too short so industrys reputation needs passionate advocates to reach their goal.

Similarly social media plunge doesnt means just staying in a wading pool & splashing a bit of water around, that never works. You have to diving in real deep, it means getting wetVery wet.

It means knowing what a blog is, by blogging. What a podcast is, by podcasting. What an online community is, by becoming part of one, it doesnt have to be a PR blog or a PR community. If youre going to add social media to your box of tricks, then commit to it fully with dedication & passion to do it.

Humility & Generosity:

There is no such thing as social media expert; all leaders in the space have wisely refused the crown. Anyone who claims for it is delusional, self aggrandizing or a liar. This space keeps on changing quickly. So why bother about it? Keep asking questions, get help, and work like-minded peers. Also be truthful always.

Generosity will have you share it with others so that they can avoid the same pitfall. Be generous to all, even help your competitors who have made a mistake. Also share your discoveries & learnings. Such a good will come back to you in spades.

Have a service mentality:

Experienced bloggers are pleading with PR types not to waste their time with poorly target pitches which clearly shows that they are not interested to know them or their blog. Journalists always have high praise for PR practitioners, who are effective & efficient, also who serve as resources even when theyre not running campaigns and who apply the effort required to support requests and, perhaps, even anticipate them.


A good PR practitioner aims to serve for both his client & the traditional or social media person he or she is working with. We need to keep your ear to the ground, do the research, know the stuff, develop and share your network even when theres no immediate or apparent payoff.

Be Respectful:

No one owes you or your client anything. Apply the Golden Ruledo unto others as you would have them do unto you. Examples End pitching. Take time to know about the journalists & bloggers in same field of interest. Know what they write/talk about, know if theyre receptive to hearing from PR consultants and, if so, know the best way to reach them. If they prefer Twitter, tweet. Remember that there is a human being behind each blog or newspaper article. It is your job to engage that person appropriately. A little savoir-vivre takes you far in life, both online or offline.

by: Augustine.jo
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