NECESSARY SKILLS AND COMPETENCIES FOR WORKING IN PR
Аннотация
This scientific thesis explores the essential skills and competencies required for success in the dynamic field of Public Relations (PR). It identifies and analyzes both foundational and emerging capabilities crucial for PR professionals in the contemporary communication landscape. The thesis delves into core communication skills, including excellent written and verbal communication, active listening, and persuasive storytelling. It also examines the importance of interpersonal skills such as networking, relationship building, empathy, and negotiation.
Ключевые слова
PR skills, communication, public relations competencies, media relations, crisis management, digital PR, strategic communication, interpersonal skills, content creation, data analytics.
Библиографические ссылки
- Cutlip, S. M., Center, A. H., & Broom, G. M. (2012). Effective Public Relations (11th ed.). Pearson.
- Gregory, A. (2010). Planning and Managing Public Relations Campaigns: A Strategic Approach (3rd ed.). Kogan Page.
- Argenti, P. A. (2013). Corporate Communication (6th ed.). McGraw-Hill Education.
- Macnamara, J. (2010). The 21st Century Media (R)evolution: Emergent Communication Practices. Peter Lang.
- Lattimore, D., Baskin, O., Heiman, S. T., & Williams, B. (2009). Public Relations: The Profession and the Practice (3rd ed.). McGraw-Hill Higher Education.
- Smith, R. D. (2013). Strategic Planning for Public Relations (4th ed.). Routledge.