Communication barriers

3 Features of the professional activity of a PR specialist
interpersonal communication barrier mutual understanding
Public Relations is a very rich concept. It includes:

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  Anything that can improve understanding between an organization and those with whom that organization comes into contact, both inside and outside of it.
  
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  Recommendations for creating a public face of the organization.
  
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  Understanding the world aimed at identifying rumors or other sources of misunderstanding.
  
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  Activities aimed at expanding the sphere of influence of the organization by means of appropriate propaganda, advertising, exhibitions, video shows.
  
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  Any action aimed at improving contacts between people or organizations.
  

Among the features of the professional activity of a PR specialist include:
1. Promotion
“Promotion” refers to a whole range of marketing communications designed to stimulate the sale of the proposed products. Here and advertising campaigns, and sales, and market research, as well as all kinds of information "noise", organizational interference, etc. As a rule, a communicator (PR specialist) must identify his target audience, determine the response, select the form of appeal and channels for its transmission, and establish feedback with the audience.
2. Publicity
By " publicity " is meant "propaganda". There are three main qualities of "publicity": the reliability of the content, a wide audience coverage, catchiness and memorability of the form. In this case, the PR service faces several tasks, including providing the firm with favorable publicity, creating an image of it as an organization with high civic responsibility, and countering the spread of unfavorable rumors and information.
3. Lobbying
"Lobbying" (from the English. Lobby - corridor) is a process of influence of interested groups on decision-making by power structures. Lobbying is one of the main methods of the system of relations between an entrepreneur and the public in order to directly influence the apparatus of state power on the part of representatives of the public, business circles and many segments of the population. The main goal of lobbying is a targeted impact on the decision-making process of state and legislative bodies. The result of lobbying is the consolidation in the adopted normative and legislative acts of the interests of various groups and organizations in obtaining state subsidies, social benefits, international investments.
In addition, there are such specific areas of PR as financial consulting, behavior during crisis situations, etc.
To be a professional PR specialist, it is important to have a number of personal characteristics. For successful work in the field of PR , you need not only to have many qualities and skills, but also to have natural qualities. S. Black refers to such qualities :

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  common sense and a lively mind,
  
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  organizational skills,
  
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  objectivity along with sharp critical perception,
  
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  a rich imagination and the ability to understand a different point of view,
  
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  imperturbability and utmost attention to detail,
  
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  ability to work a lot, and if necessary - alone,
  
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  cheerfulness and sense of humour,
  
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  flexibility, the ability to do several things at the same time.
  

To these qualities, which were listed by S. Black , one should also add important features in PR activities :

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  sociability - the ability of a person to easily establish contacts in any field of communication, as well as skillfully maintain them.
  
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  Charisma - personal charm, attractiveness of a person, due not only to the external image, but also to such individual characteristics as purposefulness, leadership, determination, etc.
  

To identify barriers in the activities of PR specialists and other representatives of various commercial structures, I conducted a practical study. The results are presented in the next chapter.