Dated 08th Mar, 2000

IN its business of reaching out to people, good communication skills are not merely a desired attribute but the life breath of a PR professional. Selling refrigerators to the Eskimos' may sound trite, but that's PR for you.

Academic dimension:

Graduates or post-graduates in the Humanities, preferably in English Literature or Linguistics usually fare well in this field. Selection is on the basis of marks obtained in the degree course, but projection counts for a great deal.

A formal training or degree in PR is not essential as most companies conduct in-house training programmes, which include classes in marketing, advertising, communication methods, public relations as well as news writing and editing. Many institutions also conduct short-term refresher courses for people already working in the field.

A diploma in PR or in Communication from well-known institutions like the Bharatiya Vidya Bhavan, or the polytechnic colleges is an added asset for those with good writing skills.

Familiarity with libel and slander laws is an advantage.

Behavioural dimension:

Sociability, a calm temperament, ability to speak and write English well, a good news sense, ability to interact with all kinds of people in every situation, and excellent organisational skills are some of the attributes that contribute to success in this area.

The ability to listen and understand is a vital prerequisite.

The ability to empathise with others and comprehend their needs.

High comfort levels in inter-personal relationships.