How to become a public relations officer

In Europe and America, public relations practitioners are called PR practitioners, PR Man and PR Officer. The professional definition of public relations personnel in China is: those who specialize in the investigation, consultation, planning and implementation of public information dissemination, relationship coordination and image management affairs of institutions. According to the definition of public relations in the United States and China, public relations practitioners are those who specialize in consulting, planning, implementing and serving the organization's information dissemination, relationship coordination and image management. Contrary to eating, drinking and having fun, to be an excellent public relations practitioner, you must have good writing style, excellent eloquence, excellent planning and execution ability and appropriate psychological quality. First of all, in writing, public relations personnel should have good writing skills. This is a kind of soft advertisement, or soft text, which is planned and packaged by public relations personnel and published on various news media pages through normal news channels. Public relations articles are not advertisements in the general sense. They should not only attract people's attention, but also identify consumers' concerns, and impress consumers with the most tangent side of enterprises and products, which will naturally have great effects. Therefore, public relations personnel must pay more attention to the soft articles of enterprises on TV, newspapers and various media, consider how to combine with the hot issues that are widely concerned by the society, why the key advertising words are catchy, how to catch the readers' eyes on the topic of the article, post in Tianya and other well-known domestic forums, master the tricks, and constantly refine the cooperation ability. Secondly, in terms of eloquence, language expression ability is very important for public relations personnel. When Zhuge Liang's name is mentioned, almost everyone knows it, and everyone knows it. Zhuge Liang's strategic groups Confucianism is an eternal topic. With his golden words, he made Sun Quan come forward and staged the famous historical drama "Red Cliff Victory". Zhuge Liang's "tongue" is an excellent oral expression ability, a basic skill of public relations personnel and a basic condition for defeating the enemy. Public relations work is to establish a good relationship with the public through communication, be good at writing and speaking, be good at using language to convey the relevant information of the organization and communicate effectively with the public, which is a basic quality requirement of public relations personnel. Oral language is used for direct face-to-face communication with the public. Most people think that they can express their views as long as they say what they want to say. As a result, when they talk to people, they say a lot in one breath, but it is very likely that they didn't say what they should, but they said a lot of things they shouldn't. After listening, the other person will have something he doesn't understand. He has to ask you first before he can tell you whether he can do it. This wastes the other person's energy and time, and you can't get the answer as soon as possible. If you edit what you have to say and say it again, it will be much easier. When you talk to the other person, first tell the other person how many questions or things you have to talk about today, and then say them one by one. In order to make the other person easier to understand and answer, you should also tell him what he needs to do and what he needs to help you from; If you are in a hurry, tell the other person when you can do it best. If you talk like this, the other person sounds relieved and will give you an answer after listening. For you, with this classification, your own thinking will be clear, and you will know which questions should be said more and which questions should be said less, and it will be comprehensive and detailed. Thirdly, from the aspect of planning, organizational planning management ability is one of the important professional qualities of public relations personnel. Zhuge Liang killed Ma Su with tears, and inspired the people with tears, killing two birds with one stone. This is due to Zhuge's hard work and self-cultivation. Public relations work is a practical and operational work, and public relations personnel must form a reasonable ability structure. The essential attribute of public relations work is management, which promotes the realization of organizational goals through public relations work. Public relations work is complicated, and it is difficult to do it well without good organizational skills. Therefore, public relations personnel should have the ability to motivate employees, coordinate all kinds of public relations, collect information, formulate public relations plans and programs, organize and implement various public relations activities and large-scale special events, and communicate effectively. Pay attention to publicity and promotion. Public relations personnel are the propagandists of the organization. They should be good at carefully planning and designing organizational image, and be good at using various means of communication and media to display organizational image, publicize and promote organizational image. Public relations is a challenging and creative job. Public relations personnel are the intermediary between organizations and the public, but they are by no means "megaphones". They must use their imagination and creativity to influence and infect the public. Discontent with the status quo, continuous transcendence, pursuit of Excellence and continuous innovation are the qualities that public relations personnel should have. In addition, public relations personnel should also have professional public relations operation skills. Public relations personnel should be versatile "all-rounders". Besides professional basic knowledge and ability, we should also master computer, telecommunications, cartography, audio-visual, influence, photography and other technologies to improve the level and effect of public relations activities. Finally, from the psychological quality, public relations is to make friends for the organization, to be a "bridge" between the organization and the public, and to form a "harmonious" atmosphere and environment. To this end, it requires public relations personnel to correctly understand the public, master communication skills, arts and principles, understand the behavior characteristics of the public, and learn to get along well with various types and characteristics of the public. In order to deal with all kinds of people in society, public relations personnel often need to face all kinds of problems, contradictions and difficulties. In public relations activities, there are often some unexpected events and unpredictable problems in advance, which need to be dealt with flexibly and calmly by public relations personnel according to the actual situation in order to solve the problems effectively. Therefore, public relations personnel need to have good psychological quality. The first is psychological endurance. Whether it is success or failure, prosperity or adversity, public relations personnel should be good at controlling their emotions and behaviors, treating problems rationally and solving problems. We must also have a strong will, mainly a strong enterprising spirit and enterprising spirit. Public relations personnel should be enthusiastic about their work, be brave in difficulties, have a sense of responsibility and persevere. Furthermore, public relations personnel should have a mature way of thinking, because the state of public relations is complex and changeable, which requires public relations personnel to have a high degree of wisdom, calm thinking, strict logical thinking ability and comprehensive analysis ability, rich imagination and creative thinking ability, so that the organization can be invincible in the fierce competition. In addition to the above qualities, an open personality, a wide range of hobbies and a good temperament are also necessary psychological qualities for public relations personnel. Judging from the requirements of public relations work, it is best for public relations personnel to be open, steady, cultured, tolerant and positive. Public relations personnel have to deal with people from all walks of life, and a wide range of interests will bring more dimensions and space for public relations personnel to socialize and make more friends. Public relations personnel should cultivate their own interests for the needs of their work. The temperament of public relations personnel should be lively and enthusiastic, steady in work, sociable and not impatient. Excited people can also engage in public relations, but be careful not to get emotional at work. In recent years, with the in-depth development of reform and opening up and the establishment of socialist market economy, China's economic construction has entered the most active and prosperous period in history. At the same time, the word "public relations", which was once very strange to Chinese people, has quietly become popular in China. No matter industrial and mining enterprises, commercial foreign trade, social organizations and government agencies, they all attach more importance to "public relations". It is no exaggeration to say that public relations activities have become an indispensable part of China's political and economic life. From small enterprises to international relations, they all rely on "public relations" behavior to maintain good business conditions. In this specific historical environment, Shanda's public relations team has developed rapidly in China. Public relations personnel are the executors of public relations activities and shoulder the heavy responsibility of maintaining good social and economic relations. Therefore, it is not easy to be an excellent public relations officer. As mentioned above, to be an excellent public relations officer, one should not only have high moral quality, professional quality, cultural quality and language quality, but also have good psychological quality. Therefore, as a real "soul of public relations", public relations personnel should have a mountain-like demeanor, a water-like bearing and a fire-like personality in order to gallop freely and indulge freely in the field of public relations!