It was stated above that the profession of an advertiser is not for everyone. Let's try to determine what skills, traits and personal qualities a PR specialist should have :
theoretical training in the field of market economics, psychology, design, journalism, taxation, as well as in the area of everything that falls under the broad definition of the concept of “Marketing”;
ability to find a compromise solution;
knowledge in the engineer database field of business communication rhetoric (including document drafting);
have advanced computer user skills;
knowledge of English at a user level;
ability to establish constructive contact with media representatives;
keep in mind all the benefits and specifics of the advertised products;
maximum efficiency at work (and this depends on the ability to quickly switch);
extraordinary analytical abilities;
high performance;
Professional competencies of an advertising specialist
ability to work in stressful situations;
be erudite and have a broad outlook;
be able to clearly express your thoughts, correctly setting priorities;
an advertising specialist is not a “lone wolf”, but a team player;
the advertiser is required to demonstrate original artistic taste;
and finally, possession of decent organizational skills.
Case: VT-metall
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What knowledge should a PR manager have?
The regulatory framework governing the advertising sector.
Features of PR strategies of competitors.
Various technologies for creating advertising, as well as the basics of management and marketing.
Specifics of the trade brand mechanism.
Fundamentals of Ethics and Aesthetics.
Formats of interaction with the media.
Current methods of processing and analyzing PR information.
The latest experience (both foreign and domestic) in brand formation and promotion. Including online technologies.
Business communication.
Technologies of persuasion (both of counterparties and of one’s own superiors).
Fundamentals of psychology, sociology.