While Public Relations is relatively a new industry in India, it  is attracting a lot of attention and is growing at a tremendous pace. Not many people seem to know what this business of PR is all about. Most confuse it with just Media Relations and think it is just about pushing articles to the media.
And the greater part of the curiosity when it comes to this field is the qualifications and the aptitude needed to succeed.
So what exactly does one need to be a successful PR professional? What does it take to make a 'dent' in the field and leave a mark behind? What does it take to create PR campaigns that stick in people's mind and leave an indelible mark ?
What is PR?
Public Relations is about creating influence. Influence for your clients. The much abused term essentially is about creating a brand image for a client by firstly identifying who the target for any communications process are, what are their modes of thinking and getting "under their skin" to reach them and create meaningful communication messages which have an impact.
This could be media relations, events, direct marketing, advertising, seminars etc..
So you think you are a PR guy? Check if you have the following attributes necessary to be a good PR man/ woman.
Common Sense : Do you have the commonsense to recognise what the brand/ company is all about ?
Are you clear in your thinking about recognising situations and also forming a clear picture of what exactly is the problem and how  you can go about solving it ?
Are you  good at knowing what people want: Are you able to guess what it is that people want? How will people react to your messaging? What is going on in people's minds ?
Can you predict future trends: Communication is about the future as much as it is about the present. Are you able to guess what the market is going to look  like in the future? What are your insights into the future trends? How tuned in are you into the market dynamics ?
Do you have an insight into what motivates people: Understanding the people for whom your messaging is intended for is equally important.
Much before one designs or plans communications, one must clearly define who one is talking to, what drives him/ her. What is their mindset? What is the cultural context ?
What is the consumer context?   What are we trying to accomplish ?
Are you good at research: Sometimes research into the business or industry can provide valuable insights into consumer behaviour which will help you decide the most effective strategies for communication. For example,
Are you a good story teller?:  A lot of communication messaging is about telling a good story. A new product being launched,. A new service which will change your life.
All these are stories which need to be told effectively and with clarity. Are you a good story teller ?
Are you a good listener?: Being a good communication strategist also means being a very good listener, to listen to what is being said and also to what is not being said. Do you have the ability to read between the lines and glean the information that is helpful ?
Are you good with people: A good PR person has to be a very good people person.
Are you naturally inclined to know people, to socialise with the objective of knowing others genuinely ?
Do you have personal charisma: Charisma helps. And everyone likes to be around a charismatic person.
Are you charismatic enough to sell your story? To make your case clear? Or do people see you as a push over ?
Are you persuasive enough: Persuasion is a quality which cannot be over-rated. One has to be a very persuastive person, to be in the field of PR. Not only to sell your ideas, but also to ensure that one hears you out before dismissing you outright.