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HIRING A PR PROFESSIONAL | | Looking for a quality public relations professional to add to your team? Here are some tips to help you find the right fit for organization.
In today’s world, an organization’s reputation and future viability can depend on the level of support it gains from its customers, shareholders and other key audiences. Along with legal counsel and the rest of the management team, public relations should be included as yet another critical part of the strategic planning for any organization. Why? This essential management function focuses its efforts on communication, serving as your advocate, fostering and maintaining positive relationships with your specific “publics.” They are literally the eyes and ears of your organization, ensuring your reputation is managed in a quality, ethical manner.
Public relations professionals are typically responsible for various communication functions within an organization including media relations, community relations, investor relations, and government relations. They are your internal experts for crisis management, issues management, conflict mediation and employee relations. And they are adept at creating programs aimed at improving the bottom line using research, planning and evaluation.
What should you look for when hiring a public relations professional?
Is the candidate a member of the Florida Public Relations Association? If he or she is, you are guaranteed an individual who values professional development and understands the importance of a professional network. He or she is also bound by a set of ethical business standards by which he or she must function in order to remain a member of this association.
Is the candidate accredited? An individual who has gained the credentials of “APR” has earned the distinction of being “accredited in public relations.” These individuals have undergone a rigorous program that includes a written exam and peer evaluation. Typically these individuals have been working in the field for a minimum of five years and have a wide range of professional experience.
Is the candidate degreed? Yes, it’s important to hire someone who has graduated from an accredited college or university with an undergraduate degree in public relations or communications. For you to be successful, you will want to have a management team member in this role who has the ability to strategize, see the “big picture” of issues facing your organization, and have the skills to successfully negotiate through the many interpersonal communication avenues needed to reach your organizational goals.
If you would like more information or are interested in gaining access to the Florida Public Relations job bank, please Contact Us or the FPRA State Office at 941.365.2135. | | |
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© 2010 Florida Public Relations Association. All Rights Reserved.
FPRA State Office, 40 Sarasota Center Blvd., Suite 107, Sarasota, FL 34240
Phone: 941.365.2135 | Fax: 941.906.1556 Sitemap
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Hiring a PR professional,
understanding their role,
accreditation and more!
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