There are eight categories of PR effectiveness identified in this chapter. In my opinion, 'work practices and approach' is a highly regarded attribute that employers would look for. Its elements include taking responsibility and commitment in work, focus on building relationships and taking a win-win approach. These are qualities that make a PR practitioner stand out in this competitive industry.
In essence, the role and theory knowledge of PR, as we all should realise by now, is constantly changing. Hence to be an effective PR personnel does not require one to solely rely on outstanding academic achievement or theory knowledge. Rather, with a positive work attitude, PR practitioners would themselves strive to keep up with changes and add upon the existing knowledge that they already have. This would help them attain up-to-date knowledge in the field of PR practices. All these attributes would also enhance a practitioner's credibility and reputation in the industry.
Another category that i find it important is 'working for the profession'. It includes building the profession and staying committed to it. In my opinion, it takes passion for a PR practitioner to last the race and build up his/her reputation in PR profession. The demands could at times be intimidating. Only with a passion for the profession would a practitioner overcome the challenges awaiting them. It also takes time and patience to build up the profession. Thus I would encourage PR graduates to carefully consider what awaits them before entering the profession.
A type of organisation that interest me is the not-for-profit sector. Community work is an area that excites me a great deal. As stated in the reading, it is 'generally cause-based, which means the values driving the organisation is clear and you can align yourself strongly with the organisation.' For example, working with world vision is an option that I am looking into. While working as a PR profession, it also allows me to know that there is a meaningful cause behind the daily work I am doing.
-Andy
"...'working for the profession'. It includes building the profession and staying committed to it. In my opinion, it takes passion for a PR practitioner to last the race and build up his/her reputation in PR profession."
ReplyDeleteRefreshing perspective on the other blog posts of classmates that I've read on the similar topic.
Passion, in any industry, will help to drive the individual through complications and touch scenarios and this probably is one important factor not really explored in the readings as well
Yes Andy,passion is really important! With the strong passion that we have, we tend to want to find out and learn more about things and this actually helps us to become more used to our profession. Also, it is the passion that will motivate us and not lead us astray. Really like this post of yours!(:
ReplyDeleteThanks Jayne and Terence. I guess we are majoring in PR because we have the passion too? ;) Anyways, I couldn't agree more that passion is the driving force in any profession, more so in PR. It is a daunting task to meet up with multiple clients, match their demands, rush deadlines, work within tight budget etc. Only with a passion will PR practitioners find joy in their profession.
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