Anatomy of a Public Relations Professional
Public relations is a demanding industry. Since a practitioner’s role may change on an hourly basis and expectations are through the roof, it can be helpful to look at the symbolic anatomy of a successful public relations professional. Students should keep these traits in mind as they seek experience and professional development opportunities outside the classroom.
BRAIN
Perhaps the most important attribute a practitioner can have is the
ability to problem solve. When given a starting position, problem
solvers are crafty in finding an efficient path to the optimal end result.
EARS
Savvy brand counselors listen before reacting. In addition to
listening for content, they listen for tone, inflection and repeated
phrases to determine the appropriate response and delivery thereof.
EYES
Talented public relations professionals are observant and can
identify valuable target and landscape insights that can lead to
strategically based ideas. Keep your eyes open to the world around you.
MOUTH
Influencers within the office routinely teach emerging staff, provide
warranted counsel and share opinions from experience-based outcomes.
Establish yourself as a thought leader in the workplace by consistently
speaking up when the floor is open.
HEART
It’s difficult to be effective at what you do when your heart is not into
the work. Successful public relations professionals are passionate and
excited to contribute.
MUSCLES
When the right plan is on the table, quality practitioners are capable of
doing the required heavy lifting to turn an idea into something tangible.
The best ideas are worthless without those who can execute when the
rubber meets the road.
HANDS
It doesn’t matter which side of the business you’re practicing, public relations professionals get pulled in a million different directions.
Those who can effectively multi-task using time management and
prioritization best practices will go far in the industry. This is cruicial to
learn early on because later in your career, you will have to master the
responsibility of delegating tasks while maintaining your personal to-do
list.
STOMACH
Public relations professionals are constantly challenged to dive
into new and foreign areas of practice — and possibly uncomfortable
territory. Young staff can be intimidated to speak in front of a room
full of impressive titles or pick up the phone to cold call media. Having
the guts to face these challenges head-on separates standouts from their
peers.
SKIN
It’s a guarantee for any public relations professional to encounter a
verbal assault at some point. Whether the feedback is coming from
media, a client or a manager, practitioners with thick skin can turn
anything into a new, constructive game plan while not taking harsh
feedback personally.
FEET
Your walk can communicate a lot to those around you. Those who
walk fast and with purpose have somewhere to be. In addition, don’t
rely on email as the only means to communicating internally. Walk the
halls and connect with your colleagues in-person to have a meaningful
dialogue.
University of Alabama PRSSA Gives Back
At the University of
Alabama, we are no strangers
to natural disasters. A massive
tornado ripped through Tuscaloosa,
Alabama in April 2011, and the
town and university experienced a
desperate need for support. Relief
efforts and supplies flooded the area
from sources across the country
to ease suffering and rebuild lost
homes.
When Hurricane Sandy
brought destruction to New York
City more than a year later, the
UA PRSSA Chapter was inspired
to help those in need. The storm
created a demand for winter coats
and financial donations. UA PRSSA
partnered with the organization
New York Cares to support the
city during its time of need and the
Tuscaloosa Gives Back campaign
was born. Through fundraisers at
local restaurants, the sale of custom
Tuscaloosa Gives Back t-shirts and
a coat drive, UA PRSSA helped
restore New York City.
Last year, UA PRSSA members continued the Tuscaloosa
Gives Back initiative by hosting a
fundraiser event on campus to help
typhoon victims in the Philippines.
Though no money is raised for the
Chapter itself, relief efforts engage
Chapter members and increase
awareness of the positive aspects of
our organization across the country
and the globe. The Tuscaloosa community and its students understand
better than most how tough times
unite everyone for a good cause.
With a Chapter of more than
200 members, UA PRSSA knows
the importance of giving back.
The next Tuscaloosa Gives Back
campaign is yet to be determined.
Though we hate to see disaster
strike, our Chapter finds comfort
in being able to rally relief efforts,
just as others did for Tuscaloosa in
2011.
.
University of Alabama created a campaign called Tuscaloosa Gives Back to help
Hurricane Sandy victims after the storm tore through the East Coast last year.
Photo courtesy of Jacquie McMahon.