The desire to learn and the ability to focus on

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The desire to learn and the ability to focus on varied subjects helps them adjust rapidly to new tasks and multiple client problems and needs. 10. Lack of self-consciousness: Successful public relations executives are much less self-conscious than other executives, perhaps because they often function as catalysts. Although some practitioners have large egos, they often are self-effacing, functioning in the background while projecting others into the limelight. This trait is indigenous to the public relations professional. Courtesy: Bill Cantor, The cantor concern, the New York based executive search firm specialising in public relations.
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TERMS USED IN PUBLIC RELATIONS, ADVERTISING AND MASS MEDIA Air Brush: An art process widely used for retouching photographs, applied with the aid of compressed air and an air brush. Also used by many illustrators to obtain interesting tone effect. Air Time: Starting time of a TV to radio programme. Angle: Particular emphasis of a story or broadcast; also called "slant". Answer Print: Print of a motion picture film used to check quality, before final printing. Art: All types of illustration in any medium. Attitude: The composition of a person's bent on any issue or question, made up from all the influence that have built up throughout his lifetime. Usually unexpressed. Audience: Denotes the group or groups to whom the public relations programme, or any part thereof, is directed. Backgrounder: A document prepares to provide the facts and significance underlying a subject, as a means of "backgrounding" an editor or writer.
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Back Up: When one side of a sheet has been printed and the reverse side is being printed, it is said to be backed up. Banner Head: Headlines set in large type and usually extending all the way across the top of a page. Beat: 1. An area or subject that a medium assigns to a given reporter or department, such as the criminal courts or boating. 2. An exclusive story; a "scoop". "Blow Up": Increase the size of any visual item by photographic reproduction. Booklet: A printed piece of six or more pages, with a paper cover and prepared as a bound unit, usually by stapling. (See Brochure) Boomerang-Effect: In propaganda, when the affected individual reacts in the opposite from the expected way. Box: A newspaper item enclosed with printed borders. Bridge: Phrase or sentence connecting two stories or segments of a telecast. Brochure: A printed piece containing six or more pages. More elaborate than a booklet.
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By line: Signature of the author on a newspaper or magazine story. Cable Television (CATV): Also called Community Antenna Television. A means of transmitting signals to receivers through direct cable connections rather than over the air. Campaign: An organised effort to poll, formulate, or alter the opinion of any group or groups on a selected subject. Catalogue: A book of reference, including a description and, if possible, an illustration of products and other pertinent data, such as instructions for their use and care.
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