What qualities do public relations personnel need?

I recently read Wu Jinping's Public Relations and the State, and began to have a preliminary understanding of public relations. Public relations is an applied discipline, which needs to be accumulated and summarized in practice, and needs to establish professional common sense and experience to keep advancing and learning. Public relations is more of a social discipline, which requires us to be not only experts, but also generalists. I began to feel ashamed of the qualities listed in it. Public relations people must be sociologists, speakers, consultants, media people, salesmen, advertisers, marketers and so on.

First, advertising marketing expertise.

Having professional knowledge of advertising marketing doesn't mean that you have to know kotler's marketing management, Rubins' management and Steven's brand management by heart. In fact, many cases and opinions in classic books are out of date. What we have to do is to extract the essence from the rough. With the vigorous development of the Internet, the subversive pioneering work of online marketing makes the current advertising strategy far from the traditional marketing. Perhaps david ogilvy is the uncrowned king of advertising, but his classic slogan has now become nine Niu Yi hairs in many brand building. With the increasingly rich advertising, marketing and public relations channels and the arrival of the information explosion era, it is difficult to establish a differentiated brand image.

I was deeply impressed by Wu Jinping's remark that marketing is like the head of the family, and advertising and public relations are like two good wives. It can be said that marketing and brand are actually masters of advertising and public relations. Marketing determines the overall strategy, and its strategic goal determines the value transfer process of marketing 4P or 4C, that is, how we use marketing means to add value to the value chain, from products, channels to pricing, from products to customers to convenience. Similarly, in order to win the perceptual brand position in consumers' hearts, we need to establish the brand core value, describe the brand DNA and establish what brand concept we need to convey to consumers, so that the brand can occupy a position from rational to perceptual in consumers' hearts.

It's like an activity without a theme won't produce any effect, and a life without a purpose won't create more meaning. Only by defining the target market and positioning can we carry out public relations activities and advertising activities in an orderly manner.

Second, insight into the development trend of the industry, with keen industry observation ability and unique insight.

It is really difficult to do this, because qualifications and experience will have certain limitations. Similarly, practice plays a very important role in one's insight into the industry. Whether it's jewelry, cars, real estate or FMCG, as long as you have been in the industry for more than 10 years, you can confidently give guidance to others. As an advertising company, when we receive cases from all walks of life, maybe we won't know more about cars than the salespeople in 4S stores, and we won't know more about consumers' psychology when buying a certain product than the waiters in supermarkets, but we have certain professional knowledge, so we can observe the whole industry and do it purposefully. Personally, I think it is necessary to learn about industry reports on Analysys, various activities on public relations websites, browse news on portal websites and read fashion, advertisements and financial magazines every month. Read classic books and the latest books, keep the knowledge fresh, but not superficial, absorb the experience of predecessors, and do not bind your imagination.

Usually, as a public relations person, we need to give others advanced, imaginative and even risky ideas. Our public relations proposal may be a bold attempt, so you need to convince others that your own industry vision is very important. If you stay in this circle, people will naturally find you. When I first found you, you could put forward your own ideas and unique opinions, and naturally became an expert in others' hearts, even if it was.

Third, the producer of knowledge, become a successful speaker or writer and let others see you there.

After studying for decades, we have always been consumers of knowledge, primary school, junior high school, senior high school, university, and even master's degree and doctor's degree. If you have always been a consumer of knowledge, you will always be eliminated by society. Even if you are the payer of labor, you can only get the reward of labor. But as a mental worker, you have been consuming some inherent knowledge, but you have not made any contribution to society. If you stop production and stop manufacturing, you have finished your work. So don't stop yourself. Public relations people are born to create topics, gossip and fun. You should know how to light a fire and how to put it out. If you are happy about such a thing, congratulations, you will be a qualified public relations person.

Lao Mai once said that M has become an unparalleled consulting company, and they never advertise. They just need to put their words in any authoritative place, let their voices reach the ears of the target customers, so that everyone can see them there, and naturally someone will come to you with a bunch of questions, just like when the hospital is open there, there will naturally be patients, but if your hospital looks like a residential building, naturally no one will come to see a doctor.

Fourth, as a public relations person, you naturally have your own image, position your own personal brand and spread it clearly.

You will sell some points and solutions, but you are actually selling yourself. What kind of personal brand do you own? You are as smart as Chen Wenxi, as smart as Lin Chi-ling, as big as Xifeng's mouth and as big as Furong's pie face. Anyway, no matter what the characteristics are, give yourself a position. Maybe you can be your characteristic if you keep talking loudly. You may complain for a day, but you will become a celebrity every day in your blog, forums and all other places that people can see for 365 years, just Song Like Zude.

Of course, this is an extreme. I'm talking about making a sound horizontally. You are born to give advice, that is, use your own ideas to make customers golden. So make it to the extreme. It's not about fishing for three days and drying the net for two days. Noisy to the extreme, one day you will become Shi Yuzhu, and you can be a melatonin. If people stop for half a year, they will not pay attention to this year's holiday.

Fifth, there is language communication ability.

I think it's a good way to listen to more music and cultivate a sense of rhythm. Of course, it is necessary to practice English.

Sixth, when you meet an opportunity, you should seize it. Good opportunities are robbed, and more practice is king. Otherwise, public relations personnel can't eat themselves, let alone others.