The basic concepts and understanding of public relations were introduced earlier. For those who want to do a good job in public relations or improve their public relations capabilities, in addition to the various skills that will be introduced later, what are the basic requirements of the premise? For a public relations practitioner, should Possessing the following basic qualities is the basis for deciding to be able to fully acquire skills in the future.
One of the core components of public relations is communication. We sort out the three states of information in communication. Corresponding to these links, it is simply four basic skills: listening, reading, speaking, and writing.
listen. In the previous article it was mentioned "understand what is not spoken and see what is not displayed". Here, listening does not mean simply hearing and hearing, but has the ability to understand, accept, analyze, summarize, and summarize. What is shown is the state of "hearing", which is actually the cognition and judgment of the problem and the status quo. This requires a solid cognition and judgment ability of the external state and internal logic.
read. As a public relations industry, you need to have access to a large amount of information, whether horizontal or vertical, sudden or past. Therefore, grasping information quickly is another basis for starting work. The "reading" here is not simply the meaning of reading. Collecting, organizing, analyzing, reading, and summarizing information are comprehensive requirements for reading. Correspondingly, it is necessary to establish its own information collection habits and methods, and ensure efficient information reading and effective conversion, and form a corresponding information processing system.
Say. This "speaking" can be understood from two aspects, one is as an individual-to-individual "speaking", that is, point-to-point communication with customers and communication targets; the other is as an individual "speaking" to the public, which may be oral The expression may also be spread through the media. To put it all together, the "speaking" here needs to accurately express meaning, and the realization of this accurate expression depends on the atmosphere, skills and attitude of "speaking". Improving atmosphere creation, language skills, attitude and emotional control is the key to speaking.
write. What is written here is more a carrier of information. Any content to be expressed, in addition to being expressed orally, needs to be solidified in words. The use of text proficiency and skills are the foundation of public relations work. Whether it is a regular email, an in-depth article, or a PPT about ideas, writing is an indispensable ability, not only to achieve meaning The expression of words strengthens one's thinking and logic through words, and realizes effective communication with different communication objects through a variety of words.
Corresponding to the above four basic skills, how to form them, the specific training methods vary from person to person, and there can be no overly formal dogma. However, from the perspective of system learning, the emphasis should be supplemented and improved from several directions.
The public relations service staff is first and foremost a basic knowledge reserve. Considering the relationship, public, and communication among the elements of public relations, the corresponding sociology, psychology, especially mass psychology, and the theory and practice of communication in the knowledge reserve. It is the theoretical basis for the work development; secondly, the technical knowledge corresponding to the above-mentioned basic abilities, such as the skills corresponding to oral language expression skills, the learning and practice of pronunciation, speech, recitation and other skills, the corresponding training in writing control of writing, etc. ; Once again, corresponding to the accumulation of industry knowledge in the industry, financial needs to understand the financial market, automobile needs to understand the automotive industry information, etc .; and understanding of social hotspots and current events, after all, public relations is a time and The public's acceptance of consistent behavior, and the lack of keen capture and understanding of the present, will cause the information exchanged by the public to be unequal to a certain extent.
In addition to the above-mentioned basic competence and quality requirements, for practitioners of public relations companies
, it can be summarized as the cultivation of three kinds of capabilities. The first is business capability, which is the requirement that a public relations company exists as a business organization. Business communication, negotiation, and so on are the prerequisites for the corresponding project to be established. The second is financial capability. As a project management
process during project implementation, Fundamental requirements, including cost budgeting, revenue and expenditure management, to cost final accounts, to achieve comprehensive management of the project through financial management; third, professional competence, which is the scope of the four basic skills mentioned earlier. The three points mentioned here are not expanded, but are provided for everyone to pay attention to the direction of cultivation and exercise in practice.
Generally speaking, public relations, as a people-centered job, has higher requirements for people, but if it can meet the requirements of public relations work, it will undoubtedly be of great help to its own improvement and comprehensive quality improvement. Comprehensive literacy and professional expertise complement each other, which may bring different possibilities.