PRP: 3 – 6 years experience
Operating practitioners

Development, knowledge and skills necessarily gained over a period of time, to become a fully rounded and experienced public relations and communication practitioner:

Knowledge

• Global information and distribution impact
• Developments in interactive virtual communication
• Corporate management of data, information and knowledge
• Creativity and managing creativity – knowledge of other creative techniques; knowledge of the different characteristics of the creative individual
• Impact of technology on public relations practice, back office implementation
• Interactivity
• Ownership of client/manager contact in project management
• Media and techniques, including new media
• Maintaining and building client relationships
• Role of public relations with regards to off-line and on-line advertising, direct mail, relationships management marketing
• Business theory and models
• Copyright, trade marks, internet, NLA requirements
• Codes of practice – PRISA/PRCC

• Setting objectives
• Strategic management web strategies
• Meeting techniques (off-line/on-line)
• Presentation techniques (off-line/on-line, virtual)
• Budget setting and control
• Consulting skills (off-line/on-line)
• Negotiating skills (off-line/on-line)
• Networking (off-line/on-line)
• Delegation and supervision (including virtual teams)
• Communication audits (off-line/on-line)
• Influencing and interpersonal skills (off-line/on-line)
• Risk & SWOT analysis
• Securing management support and approval
• The operation of Investors in People
• Time management
• Use of traditional market and Internet analysis
• Understanding and use of content analysis, data-mining, knowledge management
• Structured planning and research

• Briefing database/interactive content contractors
• Speeches and presentations (off-line/on-line)
• Pitch preparation (including virtual pitching)
• Print selection, briefing and production management
• Developmental and re-active implementation of programmes based on web site traffic data
• Web, interactive, visual sound, print selection, briefing and production management
• Web site design and build briefing
• Event planning and management (off-line/on-line)
• Sponsorship selection, planning and organisation (off-line/on-line)
• TV, radio, Internet channels production and placement
• Selecting external resources
• Managing virtual partners
• Negotiating features and interviews (off-line/on-line)
• Interview techniques (off-line/on-line)
• Client liaison including virtual client liaison
• Preparing public relations briefs
• Briefing designers, photographers, Website builders, interactive and relationship management contractors
• Business writing
• Issue management (off-line/on-line)
• Understanding the different emphases of various communities, cultures, market sectors
• Understanding the nature of transparency, porosity and Internet agency
• Editorial promotions (off-line/on-line)
• Handling off-line and on-line editorial and web master enquiries
• Handling crises
• Counseling and advisory techniques (including virtual counseling)
• Appreciating the range of internal communications materials (off-line/on-line)
• Managing production where activity should, and should not, be used
• Creativity – knowing when to run a brainstorm session; knowing how to use the creative techniques; knowing how to use the creative process; knowing how to manage the creative dimension in public relations activities