Who is the public relations person? Considering that their job covers a broad spectrum of businesses and causes, it is difficult to establish a set of personal attributes for the people who wear the public relations hat. Indeed, it wouldn’t be too far-fetched to identify the PR practitioner (PRO) as a “Jack/Jill of all trades”, to be politically correct.

In essence, a PR practitioner must identify with a renaissance man or woman – constantly updating oneself of industry trends and keeping in touch with his or her peers, associates and clients. Today, practitioners must be accustomed to practise two-way communications with their key publics instantaneously, all the time. They face up to the challenge of creating synergies between various communication channels into an info-churning machine that will neither overload, nor deprive the publics of information.   

Harold Burson, co-founder of international PR giant Burson-Marsteller, encapsulated the ideals of a practitioner in four primary characteristics he encountered in just about every successful public relations person he knew:

1.     They’re smart – bright, intelligent people; quick students. They ask the right questions. They have that unique ability to establish credibility almost on sight.

2.     They know how to get along with people. They work well with their bosses, their peers, their subordinates. They work well with their clients and with third parties like the press and suppliers. They are emotionally stable – even (especially) under pressure. They use the pronoun “we” more than “I”.

3.     They are motivated, and part of that motivation involves an ability to develop creative solutions. No one needs to tell them what to do next; instinctively, they know. They don’t fear starting with a blank sheet of paper. To them, the blank sheet of paper equates with challenge and opportunity.

4.     They can write; they can articulate their thoughts in a persuasive manner.

Although Burson’s characterisations are based on his past experiences, his observations could be used as a gauge to keep a check on the aptitude of PROs.

      Increasingly, the job of a PRO has spread to the domain of top company executives. Most of the public relations work done by PROs is usually behind the scenes – shielded from the public’s view. Instead, the CEO of the company or an industry representative implements the strategies and plans, thus becoming the face and voice of the company to the public. Inevitably, their personality is tied to the public’s perception of the company’s credibility. Think Steve Jobs of Apple Computers, and ideas of “high-tech innovation” and “creative” pop-up. While we don’t expect CEOs to have the same depth of knowledge on PR as the practitioners themselves, it’s an important task of the PRO to train their CEOs on how to face the media and deal with the various people they might meet, be it friend or foe.    
    

New Tool on the Block

There’s no need for us to recap the daily tools used by PROs in their work, whether it be an acquired skill i.e. writing skills, knowledge of publics, or a physical tool, i.e. press releases, a corporate documentary. All these are essential in complementing and enhancing the work of the PRO, and the chosen tools will depend on the causes and trade that the practitioner is representing.

            In the past decade, there has been a vital addition to the PRO’s armoury that has the ability to expand the reach of two-way communication faster than any other invention in the last century. You guessed it: the Internet. The World Wide Web (or as the writer calls it: the Weird Wired World) harnesses the strengths of multimedia and is able to package information into a much more entertaining medium than ink on paper. It also holds the record for beating the clock for disseminating information in real time. Compared to traditional mediums, it is virtually borderless.

            The most common use of the Internet in public relations would be creating a company web site which profiles the company, promotes products or position issues. Intranets have also blossomed to become the darlings of PROs who find it convenient to use e-mails for circulating memos within a local area network. Journalists are now able to surf the Net to “visit” the company web site as an anonymous Net user before establishing direct contact.            

            Even so, the Internet is a double-edged sword. The moment a company establishes a web site, they are transformed into a 24-hour business. Users would then expect an immediate response to their queries or grouses. The subtle threat of discussion groups or virtual message boards where bouquets and brickbats are posted is an Achilles Heel of the company.  

U.S. government scientists have warned that the Internet is fast approaching a “dangerous state” where the volume of unrestrained information does not correlate to what is useful, clogging up cyberspace. A Polaroid PR vice president shares that view when she said that the Internet “can be accused of manufacturing, merchandising and marketing more than its fair share of ‘vaporware’ or hype”.

The Oracle syndrome

PROs work in an environment saturated with changing trends and burgeoning information. With all the swirling demands made on PROs by their companies and the external publics, it is no wonder that some have been looked upon as “oracles” – they who seemingly have unlimited wisdom and knowledge to face any situation. The key to staying competitive is to be able to stay ahead of the game

However, consider this as a parting thought: a PRO is never the one to cry over split milk. He/She is the one who will immediately look for another cow.   

This article is part of a series of PR articles by IPRM to demystify the many myths surrounding the public relations profession, and enlighten readers about the varied facets of the PRO’s job. IPRM welcomes feedback at   This e-mail address is being protected from spambots. You need JavaScript enabled to view it or This e-mail address is being protected from spambots. You need JavaScript enabled to view it , attention to Doris Lim, IPRM Vice President..