SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
64
NECESSARY SKILLS AND COMPETENCIES FOR WORKING IN PR
Esengeldieva Asem Yuriy qizi
student of Karakalpak State University
https://doi.org/10.5281/zenodo.15861417
Annotation
This scientific thesis explores the essential skills and
competencies required for success in the dynamic field of Public Relations (PR).
It identifies and analyzes both foundational and emerging capabilities crucial for
PR professionals in the contemporary communication landscape. The thesis
delves into core communication skills, including excellent written and verbal
communication, active listening, and persuasive storytelling. It also examines
the importance of interpersonal skills such as networking, relationship building,
empathy, and negotiation.
Keywords:
PR skills, communication, public relations competencies, media
relations, crisis management, digital PR, strategic communication, interpersonal
skills, content creation, data analytics.
Public Relations (PR) is the strategic process of managing information
between an organization and its public. The main tasks of PR specialists include
creating and maintaining a positive company image, managing reputation,
interacting with media and the public, as well as developing and implementing
communication strategies.
PR specialists play a key role in shaping public opinion about the company,
its products, and services. They work on creating press releases, organizing
events, managing crisis situations, and interacting with journalists. It's
important to understand that PR is not just about working with external
audiences, but also with internal ones, including company employees and
partners. In addition, PR specialists are engaged in monitoring public opinion
and analyzing media content to respond promptly to changes and adjust their
strategies. They can also participate in the development of corporate social
responsibility (CSR) and charitable programs, which helps strengthen the
company's positive image in the eyes of the public.
Communication Skills. One of the most important skills for a PR specialist is
the ability to communicate effectively. This includes both oral and written
communication. The ability to clearly and convincingly express thoughts, write
press releases, articles, and other materials - all of these are essential for
successful work in PR. Effective communication skills also include the ability to
listen and understand the needs and expectations of various audiences. This
helps create more targeted and relevant messages that resonate with the target
audience. It is also important to be able to adapt the communication style
SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
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depending on the context and audience, whether it's business communication
with partners or informal interaction with journalists.
Media skills. PR specialists must be able to establish and maintain
relationships with journalists and media. This includes knowing how media
works, what topics interest journalists, and how to properly present information
so that it gets published. Knowledge of the basics of media planning and media
buying can also be useful. This helps to allocate resources more efficiently and
achieve maximum coverage of the target audience. Media skills also include the
ability to conduct press conferences, briefings, and interviews, as well as to
manage media campaigns and evaluate their effectiveness.
Analytical Skills. The ability to analyze information and draw conclusions
based on it is another important skill. PR specialists must be able to evaluate the
effectiveness of their campaigns, analyze media coverage, and understand how
various factors affect the company's reputation. Analytical skills also include the
ability to work with large volumes of data and use specialized tools for
monitoring and analyzing media content. This helps to evaluate campaign
results more accurately and develop more effective strategies. It is also
important to be able to conduct competitive analysis and understand how
competitors' actions can affect the company's reputation.
Organizational skills. Working in PR often involves multitasking and the
need to manage multiple projects simultaneously. Good organizational skills will
help effectively plan your time, prioritize, and complete tasks on schedule.
Organizational skills also include the ability to coordinate the work of
various teams and specialists, which is especially important when conducting
large events or campaigns. The ability to develop and follow detailed action
plans, as well as promptly respond to changes and adjust plans are key aspects
of successful work in PR.
Creativity plays an important role in PR. Specialists must be able to come up
with original ideas for campaigns, find non-standard solutions to problems, and
create interesting and memorable materials.
Creativity also includes the ability to develop unique and innovative
approaches to solving tasks, which helps to stand out from competitors. It is also
important to be able to use visual elements and multimedia resources to create
more appealing and effective communication materials.
Important competencies and personal qualities
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EDUCATION SYSTEM
International scientific-online conference
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Emotional Intelligence helps PR professionals better understand and
manage their own emotions, as well as those of others. This is crucial for
effective interaction with colleagues, clients, and the media.
Emotional intelligence also includes the ability to recognize and respond to
other people's emotional cues, which helps build more trusting and productive
relationships. It is also important to be able to handle conflicts and find
compromise solutions, which is especially relevant in crisis situations.
Ability to work in a team. Working in PR often requires interaction with
various departments and specialists. The ability to work in a team, listen to and
consider the opinions of others is an essential quality for a successful career in
PR. The ability to work in a team also includes leadership and management
skills, which help coordinate teamwork and achieve set goals. It is also
important to be able to motivate colleagues and create a positive work
atmosphere that contributes to more effective and productive work.
Stress resilience. Working in PR can be stressful, especially in crisis
situations. The ability to remain calm and work effectively under pressure is a
crucial quality for a PR specialist. Stress resilience also includes the ability to
make quick decisions and act in uncertain conditions. It is also important to be
able to cope with negative emotions and maintain a positive attitude, which
helps to solve problems more effectively and achieve set goals.
Flexibility and Adaptability. The world of PR is constantly changing, and
specialists must be ready to quickly adapt to new conditions and requirements.
Flexibility and readiness for change will help you remain effective in any
situation.
Flexibility and adaptability also include the ability to quickly master new
technologies and tools, which helps to perform tasks more efficiently. It is also
important to be able to find new approaches and solutions that help maintain
competitiveness and achieve success in the rapidly changing world of PR.
Practical experience is an important component of professional
development in PR. Internships and practical training will help you gain real
work experience, meet professionals in the industry and start building your
career.
Internships and practical experience also include participation in real
projects, which helps to better understand the principles and methods of
working in PR. It is also important to be able to apply the acquired knowledge in
practice, which helps to perform tasks more effectively and achieve set goals.
SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
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The more you practice, the better your skills become. Don't be afraid to take
on new tasks, participate in projects, and seek opportunities for professional
growth.
Practice also includes participation in real projects and internships, which
helps to better understand the principles and methods of working in PR. It is
also important to be able to apply the acquired knowledge in practice, which
helps to solve problems more effectively and achieve set goals.
Working in PR requires diverse skills and competencies, but with the right
approach and continuous development, one can achieve success in this exciting
and dynamic field.
References:
1.
Cutlip, S. M., Center, A. H., & Broom, G. M. (2012). Effective Public Relations
(11th ed.). Pearson.
2.
Gregory, A. (2010). Planning and Managing Public Relations Campaigns: A
Strategic Approach (3rd ed.). Kogan Page.
3.
Argenti, P. A. (2013). Corporate Communication (6th ed.). McGraw-Hill
Education.
4.
Macnamara, J. (2010). The 21st Century Media (R)evolution: Emergent
Communication Practices. Peter Lang.
5.
Lattimore, D., Baskin, O., Heiman, S. T., & Williams, B. (2009). Public
Relations: The Profession and the Practice (3rd ed.). McGraw-Hill Higher
Education.
6.
Smith, R. D. (2013). Strategic Planning for Public Relations (4th ed.).
Routledge.
