Introduction

This column is devoted to job descriptions and the personal qualities they require. This week we’re going to look into a profession that is very new in Russia: that of of the Public Relations Manager. It seems like a good place to start, because a lot of people (even graduates of the relevant schools and courses) have a wrong or distorted vision of the profession.

Can you explain the difference between communism and democracy - to your cat? Are you the life and soul of any party you happen to attend? Can you maintain a conversation with a person who replies in only grunts and monosyllables?

Can you invent a catchy phrase to formulate your company’s brand essence?

If the answers are ‘no, no, no and no,’ then don’t even dream of becoming a PR manager.

Public relations, is a new profession. In textbooks, you will probably find dozens of definitions but all or almost all of them are dead boring and vague and will get you nowhere.

In brief, PR is the art of communication that creates an image for a person or company. It presents him to his best advantage and makes allowances for public expectations. A PR manager should sniff public moods and feel what people want with his skin. A PR campaign has a lot in common with a military campaign. To win, you should devise a winning strategy and tactics, use both force and diplomacy, win allies to your side and crush enemies. Sometimes, a PR campaign requires painstaking preparatory work to form a certain public opinion.

Your head should be swarming with ideas, your tongue should be itching all the time and your fingers should never get tired typing presentations, pamphlets, press releases, etc.

You should make media people your allies. A PR manager creates a web of contacts, maintains them and develops them presenting his company to its best advantage. He is devilishly communicative, he has a bloodhound’s sense of smell, he can penetrate restricted areas and pick all locks, both metallic and mental.

In summary, the most important skills are communiction and conversational skills, and the ability to speak at least one foreign language (English). Excellent PC skills are also a great asset; specifically Microsoft Powerpoint;the Internet and database handling.

Don’t miss a forthcoming interview in the Leader, with Elena Denisova, PR Manager at DHL in the CIS.