Abstract:
As public relations have gained notoriety, the PR professional is becoming more and more part of our everyday lives. However, even if the public gets familiar with the terms public relations and public relations specialists, many people do not know what type of activities these professionals are supposed to do or what knowledge and skills they are expected to master in order to become successful at their jobs. Therefore, in this article we shall highlight the qualities, personality traits and specific competencies a public relations professional should have, based on the PR practitioner’s profile portrayed in the specialized literature.
