Ten Signs of a Great PR Specialist

After the unexpected popularity of the previous “professional” column, as they say, at the numerous requests of readers, I decided to list the attributes by which you can distinguish worthy PR specialists from the fake ones that are plentiful on the labour market. So, my completely subjective opinion on the qualities of good PR specialists is as follows:

1. 1. Optimist and enthusiast. The glass is always half full for them and the impossible may be quite possible. Ardent eyes is the first prerequisite, without which the remaining nine attributes lose a huge portion of the usefulness.
   2. Wise and thinks consciously. They look at the root. If possible, they seek to correct reputationally defective business processes but not to clean up the consequences of their implementation in the information space. They do not have the habit of portraying hectic activity and proving their need with the help of “fluffs” i.e., pseudo-creative ideas, the implementation of which takes resources, without providing a positive impact on the achievement of the organization’s goals. Understand that reputation management is, first of all, managerial knowledge and skills, and have a corresponding way of thinking.
   3. Brave. Will argue with the biggest bosses if their actions are causing or potentially causing reputational damage. Because they respect their work and do not want to see how a painstakingly built image crumbles due to high-ranking tyranny.
   4. Inquisitive. Have a sharp mind, pay attention to details, because the devil hides in details. Like a sponge, they absorb any information, even if they do not know why they will need it. And they are definitely trying to figure it out in small branch and individual features of the organization in which or with which they work. Because it is in them that the potential for building up reputational assets and sources of reputational risks lies.
   5. Multitasking and stress-resistant. They are able to do several things at the same time without much stress and do not fall into a stupor when they have to change the script during the play because c’est la vie and every new challenge is an opportunity to get high and experience the drive of success or invaluable experience if something goes wrong.
   6. Hardworking without workaholism. Accept the fact of irregular working hours as a professional duty and do not make a tragedy out of solving production issues during non-working hours. A long time ago, I learned to skillfully weave private life and work in such a way that there was enough time for everything.
   7. Not greedy. Do not have a vicious tendency to master the entire allocated budget. Always first determines the required amount of money based on a targeted approach: what needs to be done, what the asking price is and what will be received in the end.
   8. Have high emotional and social intelligence. They can be different – smart, stupid, sociable fellow, a proud erudite. However, they always speak to the interlocutor in the interlocutor’s way, inspire trust and a desire to help.
   9. Know that there is “a time to keep silence and a time to speak.” Speak matter-of-factly, do not abuse the time of colleagues by telling alphabetical truths or delving into highly professional details.
   10. Respect themselves. Essentially, they do not work in companies where PR is an architectural excess or a management whim because work should not bring bread and butter only but also pleasure.

If I missed something, add it; if I laid it on a bit thick, skip it; if you disagree, argue.

Forbes 2013