The aim of Public Relations is to maximize support and minimize opposition for your enterprise among the various stakeholders and general public. A PR campaign consists of two distinct elements -- strategy and execution, i.e. what to do and how to do it.

The role of a Public Relations Counselor is to suggest strategy, i.e. advocate what to do?. A Public Relations Counselor would typically be involved in defining the PR policy of your enterprise, analyzing problems and opportunities, identifying the stakeholders or publics you need to reach, recommending the key messages for each public, and allocating responsibilities to the team.

Given the criticality of this position, here are some qualities you need to look for in your Public Relations Counselor:

Good Judgment

Good judgment is the single most important quality of a good PR counselor. She needs to correctly interpret the strength and longevity of public opinion, and must know what to react to, and when and how to react. This calls for superior judgment.

Research and analytical capabilities

A responsible public relations program is based on the understanding of its publics. This comes through patient research, quantitative and qualitative measurement and insightful analysis. Without these qualities, a public relations counselor cannot hope to succeed.

Thinking on her feet

PR counselors are invariably called on to deal with crisis situations when hostile publics demand swift and sensitive action. Imagination, quick reactions, and sensitivity to the publics view will help your PR counselor deal effectively and efficiently with these adversities.

Persuasive Communicator

Communication is critical to all public relations functions. Well-planned, effectively handled communication is the key to the success of every PR program. Your PR counselor must also be persuasive in order to gather information and opinions from people, often in times of trouble when most people dont want to talk.

Honesty

Above all, you want a PR counselor who will always be honest with you. Your PR counselor needs to be a mirror of the public opinion, helping you see an honest picture of what the public thinks of your enterprise.