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300Public RelationsQUALITIES REQUIRED BY PUBLIC RELATIONS PRACTITIONER
- A practitioner must have adequate academic training in public relations and mass
communication skills. He must also have a good command of written and spoken English. - Abundant common sense.
- Good judgment, objectivity and keen critical ability.
- Imagination and the ability to appreciate the other person’s point of view.
- Calm, not capable of being excited.
- Infinite capacity for taking pains.
- A lively inquisitive mind.
- Willingness to work long, at inconvenient hours when necessary.
- Resilience and a sense of humour.
- Flexibility and the ability to deal with many different problems at the same time.
- Pleasant voice and the ability to speak in committee or in public.
THE PUBLIC RELATIONS OPINION SURVEY
This audit formally appraises the status of human relations between the company and each of its important
publics. It attempts to determine the present attitudes and opinions of each of these publics towards the
company and its operations. The basic question to be answered is “How is the company perceived by
its major publics?”
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