Waiting for instructions and reminders from the manager, inaction in the absence of such, unwillingness to take the initiative to speed up solving problems are signs of a not very strong PR manager.
I would single out three main criteria for a good professional PR in a small business.
Managerial qualities: A good PR manager must be a good manager whose basic functionality is planning, organization, and control. Independence, the ability to think systematically, plan your time, set priorities, take responsibility for solving problems within your area of responsibility are critical skills for a PR manager, without which his activities become "random" and lose their meaning.
Ability to write: Most articles, comments, Facebook posts, and other corporate materials are written or at least edited by a PR person. The ability to structure the stream of consciousness of the headliner of the company, to formulate the message that is necessary for the company and relevant to the audience, to disclose it in an article or note, and as a result, to find all this "application" in the media, and preferably in several - signs of a high-level professional.
Knowledge of the market: It is important for a PR specialist to be "in the market." This not only facilitates the process of communication with the owner but also allows you to quickly achieve the necessary PR results.
By being "in context," a PR specialist understands where the company is among competitors. Knows what events it is customary for representatives of this professional community to attend, with whom it is better to make friends for a joint event, through whom to get to know the right people, how a journalist or editor working with a segment can be interested. It is likely that such a specialist is familiar with competitors or other market participants, from whom he can learn from the successful experience of achieving success in the media field.
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