64 cantors traits for success 1 response to tension

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6.4. CANTOR'S TRAITS FOR SUCCESS 1. Response to tension: Most successful public relations executives are intense people, although it may not always be evident event to themselves. Often they are at their best under fire, and rather than solving problems by abstract analysis, will reach practical solutions by direct action. 2. Individual initiative: The successful public relations executive will usually take immediate action before a situation becomes blown out of proportion. He or she usually will not wait for instructions, but takes the initiative to solve the problem; seeks to anticipate and adjust to change; leads the public relations effort.
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3. Curiosity and learning: The public relations professionals should have an inquiring mind, should want to learn everything possible about the product, service, client or organisation, and the competition. Since Public Relations is not an exact science, frequently the public relations executive must try a number of approaches in order to solve a problem. Some of which might not work. If and when they don’t work, the professional does not regard them as personal blunders but as learning opportunities. Problems are solved by persistence and intelligence. He or she never stops learning. 4. Energy, drive and ambition: The successful public relations person has energy, drive and ambition. He or she works rapidly and is not afraid to take a calculated risk. This is a very important element in the personality of public relations executives. Most of the top practitioners are stimulated by the problems to be solved, and are willing to work the hours it takes to reach their goals. 5. Objective thinking: Public relations executives must be as objective and factual as possible and above all, have excellent judgment. They must know what to do and say, and when. They must have a sense of timing. They must have a capacity for intense concentration and attention to intricate detail, and keen powers of observation. This is especially critical in counseling. 6. Flexible attitude: It is crucial that public relations executives have the ability to see things from someone else’s view point, eg., executive management’s a publication editor’s or a hostile audience’s. 7. Service to others: Most successful public relations executives have a natural desire to help people. Pleasure in the success of others is a major motivation for the service behaviour.
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8. Friendliness: Public relations people generally are perceived as likeable, friendly and genuinely interested in others, rarely as resentful, bitter, or hostile. They develop and maintain a wide range of personal contacts. 9. Versatility: The successful public relations executive is often able to perform well in a variety of areas because he or she has a venturesome spirit and a lively interest in the world at large. The best practitioners are generalists with a speciality.
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