QUALIFICATIONS OF PRO

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QUALIFICATIONS OF PRO

Posted on:11/25/2005
Written By: Prof. Shukla

Persons who want to be in public relations set up should have the quality of leadership & skill to handle creative writers and artists and get the best out of them

QUALIFICATIONS OF PRO

To be a PRO in public undertaking organization requires the following minimum qualifications.

1. Good university degree, preferably in humanities.

2. Personality to communicate effectively with a variety of people inside and outside the organization at various levels

3. Capacity for sustained hard work and ability to handle different human and organizational problems.

4. Writing & editing of news items, features & articles.

5. Experience of working in an advertising agency, ability to write scripts and commentaries for films and broadcast, understanding & ability to utilize various media of mass, communication viz. press, printed material, radio, film, audiovisual programs etc.

6. Institutional training in public relations would be a very desirable qualification.

Persons who want to be in public relations set up should have the quality of leadership & skill to handle creative writers and artists and get the best out of them

Some special requirements are however required by some organizations. They require a degree holder PRO but other than this, following qualities are necessary to be PRO.

1. He should be intellectually sharp.

2. He should be a man of many tastes.

3. He should be a generalist in terms of capabilities and a specialist so far as public relations is concerned.

4. He should essentially be a "go together."

5. He should have flair for writing.

6. He should have a pleasing personality and carry the initiative & drive.

7. He should be proficient in oral and written communication.

8. He should be equally at ease whether writing or talking.

9. He should be able to communicate effectively.

10. Finally a common qualification prescribed for recruitment as a PRO is a degree with a diploma in journalism, advertising, public relations called as "Communication Skills" in educational field.

EXPERIENCE OF PRO:

For a junior PRO experience is the most important factor. Along with his degree certification, reference letters are also given importance by experienced advertising agencies or other reputed organizations.

AGE: The age of PRO usually is from 30 to 40 years.

SALARIES: The pay scale of PRO depends upon the organization where he works. It also depends upon efficiency and working, experience and qualification of PRO

FUNCTIONS:

The major functions of PRO are as given below:

1. Collection of information and other publicity material.

2. Liaison on government & other bodies.

3. Liaison with the press.

4. Planning, developing & executing public relation and advertising campaigns.

5. Writing press releases, articles, booklets, speeches and radio scripts.

6. Editing and producing house magazines and other company obligations.

7. Organizing internal communications within organization making house magazine as an effective communication channel.

8. Improving public relation awareness among the staff members of the company.

9. Organizing exhibitions, seminars and other functions.

10. Projecting favorable image of the organization among internal and external public.