Descubra os 7 mandamentos fundamentais de um profissional de relações públicas e assessoria de imprensa
Being in Public Relations is a profession that is often misunderstood and sometimes even misinterpreted. Many people still associate this profession with someone who is connected to parties and knows a lot of people and has many contacts. This is a truly reductive view; being in PR is much more than that! It is being a communication specialist between people, companies, and the media. It is having the ability to manage resources and deal with communication channels in the most varied and challenging contexts. Every day ends up being different for a professional in this area.
PR professionals know their possible areas of expertise and who their main clients are. But for everything to run smoothly and for their service to be of excellent quality, it is necessary to know how to behave and what the professional's main duties are. Remember that we all do a little Public Relations daily, of ourselves, of the company where we work, of the product we buy, of the company from whom we subscribe to a service. Whether they are advertisers, students, entrepreneurs...
In this article, Do It On Agency presents 7 fundamental commandments of a PR professional:
A PR professional must be a good writer
Knowing how to write is fundamental for a public relations professional; the information must be clear, relevant, and attractive. They must be able to write content about clients, thematic articles, press releases, annual reports, event reports, etc. Therefore, in addition to being a good writer, the professional must be creative. Regarding the organization's communication with its audiences, as the PR professional is the "communication manager," they must adapt the messages to be transmitted in the simplest and most transparent way through an objective, clear, and concise text. At a time when it is increasingly difficult to establish clear communication between organizations and their audiences through a single message, it is necessary to adapt it so that it is well assimilated by the other party.
Be innovative and creative
One should not be influenced by the traditional. One must always be willing to remain open to new ideas and new and better research and work methods. Investing in creativity and innovation is the best way to win new customers and expand the company's business into new markets. These two attributions are related to originality and the emergence of new trends, to do something different from the usual. For the PR professional, creativity helps them to be used with different expressions and forms.
Be able to plan in the short and long term
Short-term planning is an important starting point for any business because it pays special attention to what is close to being achieved. These are the strategies that are used to deal with unforeseen events or financial situations in the vast majority of cases. Often, they are accompanied by the need to make a quick decision, and if they are not well planned, they can become a problem. If we talk about long-term planning, this type of strategy is necessary due to the human inability to predict events. Such planning should be as flexible as possible, in addition to being able to adapt to the challenges that arise in the short and medium term, it can exert a direct influence on subsequent choices.
Be informed about your clients' business
One must be well informed about clients' businesses and about the advances in the business world, about government decisions that may directly affect the client's or their companies' businesses. One has to act as an advisor and as a communicator. Knowing how to learn and improve as new situations arise for clients, as well as having the ability to take advantage of their previous experiences in the field of Public Relations to act in new situations that arise effectively and with the least possible effort.
Act according to the results you want to achieve
A PR professional should always act according to the results they want to achieve, whether when they want to publish news about their client in the main media or when they must successfully carry out a certain event. They must know how to monitor the results of their actions and meticulously respect the deadlines set.
Be a good manager
Because the PR professional is trained in the area of communication, they must also have a foot in the area of management, to be able to support their activity with better management of planning with innovation and creativity. Let's summarize in 5 aspects that have stood out for the success of good communication management within organizations:
- Ensure the connection of communication with business and its purpose.
- Develop a plan that translates communication actions to build the company's objectives
- Create an internal environment with your team of transparency and direct dialogue
- Articulate with the company's internal influencers
- Develop methods to measure and present the impact and results of communication
Prepare and Plan for a possible crisis management situation
Strategic planning is part of every PR action, we try to plan, but we also know that in practice it is not always possible, especially when situations arise along the way and it is necessary to act urgently. But planning is necessary, and it is a fundamental part of the communication process. Crisis is a small word, but with a profound impact! The best way to work on crisis management is to make decisions with a cool head, that is, to plan the actions to be taken if the crisis arises. For this, a crisis management plan is essential for all organizations, whatever their size.
