The PR man: portrait of a hero

PR - thetranscription of the English abbreviation PR or public relations, which roughly translated means "public relations."

Sometimes referred to as PR professionals experts in public relations. This, of course, closer to the Russian language, but it sounds long and not fully express the essence of the profession. Therefore, we will use sustainable "PR man" expression.

One of the definitions of tasks can be considered as a good PR man: "The construction of a sustainable business reputation and image in the eyes of society."

PR phrase coined the US President Thomas Jefferson in 1807, and a hundred years later, Ford start to consciously influence the public consciousness. It is the corporation first poll and released the first corporate magazine was held.

Officially, in the PR it was revived after the Chernobyl disaster, when there was an urgent need to save the reputation is not the individual but the whole country. But in fact it is, of course, not the case.

Just in Soviet times was substituted PR often frontal propaganda and direct manipulation. Therefore, many of our politicians continue to believe that the public mind it is easy to manage and without the involvement of intricate technologies.

In the West, PR is considered a serious profession that requires extensive training, long practice, basic knowledge of psychology, sociology, marketing and advertising. Following these ideas, our universities opened departments and refresher courses. They regurgitate the contents of the "bible" PR - the book Sam Black Public relations, illustrating the abstract examples from practice.

Meanwhile, we have a PR is actually determined by one word - communication.

Can be arbitrarily long to comprehend the theoretical foundations of the profession, but are absolutely helpless when confronted with reality. To attach the media the right information can be for the money, and it is possible, agreed with the familiar journalist. Give effect to the "useful" for the company rumored to organize a presentation of the company mentioned in the television news ... The fact that in other countries are either very expensive or prohibited by law, we may through mutual acquaintances and services.

In the West, PR specialist is often a second or third person in the company. We have far from it, but today a man with ties being hunted. At the same time it is important that he had informal acquaintance with any of the public officials, municipal authorities, TV crews and newspaper editors. Education, previous occupation are not the most important. Successful experience, adaptability and quick mind - that is appreciated today.

Unlike advertising manager, PR person disseminates the information that is not directly forced to buy a product or service. It forms the company's image, product, event.

For example, the company produces goods in a competitive environment. It decided to promote it under the environmental banner. At the level of advertising to introduce this statement is impossible. So, we need to prepare the soil -.. Pay attention to the ecological disaster that threatens our lives, to introduce into the consciousness of the need in that product, the belief in its indispensability, etc. All this seeking of hidden advertising - interviews with scientists, provoked public opinion polls, and so on. d

PR, despite the apparent clarity, the occupation is extremely complex and dependent. There is a term - work flow crisis. It occurs when there is a threat to the reputation or attack competitors. Then there is no one more important than the PR man. It must correctly and accurately respond to the situation, control literally every publicly spoken word, to write speeches for his leadership and even speak with the lawyers in the courts.

But worst of all, perhaps, we have those who are engaged in political PR, that is, creates and promotes the image of politicians. Here main work begins in the pre-election period. There are many books on election technology. But few where you can get acquainted with the methods that are often used in domestic politpiare. For example, the introduction of candidates namesakes in one area, initiating support sexual minorities opponent, the opponent putting up flyers on windshields of cars (which is irritating) and the organization of night calls supposedly from the same opponent. More "subtle" methods are considered to increase the ballots when voters eventually stop going to the polls. Or publishing false ratings to enhance the psychological pressure on the competitor's manipulation of the voting sheets and t. D.

Political PR - the most rigid and uncompromising work, where people are strong-willed and, to tell the truth, not too burdened with ethical standards.

PR - it is not just a set of knowledge and intentions. This particular kind of character that allows you to be always in the thick of things, to forget about their own interests, to compromise the principles and adhere to personal devotion. A good PR person feels the consumer (viewer voter) that is called the spinal cord, and then respond in word and deed. He inspires confidence and is able to convince anyone of anything. Best of the best in the profession say they can "roll out" any business - from radio and fan plant before the concert string quartet in the district house of culture.

And, by the way, get a lot of money.

Portrait of a hero

PR must be absolutely loyal to the ideas of the company or group of people whose interests it protects. The International Code of Conduct states that the PR person must not knowingly disseminate false or misleading information. But the practice says something else: a good PR man ready for the fact that sometimes he has to conceal the truth, sometimes slightly correct the facts, and sometimes openly misinform others.

Beautician - Professor Beauty

The word "Beauty" means "knowledge of beauty." However, until recently officially a profession did not exist - we had a doctor-dermatologist and a nurse for cosmetic procedures. In high schools still do not prepare doctors-cosmeticians, but the service sector is experiencing considerable demand for them.

Abroad, the presence of this specialty is not in doubt. Furthermore, there are clearly defined lines of authority: a skin disease treated by dermatologists, plastic surgeons carried out the operation, the rest of manipulation - whether masks or wraps - do aesthetists without medical education. In our country, a man without a white coat (and corresponding crusts) beautician work can not.

Its scope of work

In cosmetology, as in any other science, there are different directions - it is impossible to grasp the immensity and good to do anything in the world. Therefore, it so happened that one person usually focuses on a few procedures. Trying to retain customers and to fully meet their needs, expensive salons include the staff of several masters. For example, one makes masks, peels and cleaning, the second - epilation and wrappings, the third - mesotherapy, Botox and cellulite massage. Specialization may vary. If you get bored using techniques mastered, it is not so difficult to master other, more interesting at this stage. In addition, the in cosmetics are constantly emerging new items: hardware techniques, laser technologies, requiring study and application. There are, of course, rounders, running and in the face and the body,

Conventionally, beauticians can be divided into several groups. The lowest rung of our ladder - cosmetic, or as correct to call this a specialist nurse for cosmetic procedures. They are usually a name and cosmetologists in people, and in recent years (with their own light hand) - and cosmetologists, aestheticians. Beauticians perform relatively simple operations: do different types of massage, face masks, face cleaning, depilation. Rank aesthetists requires increased responsibilities - a master conducts wrapping masters available in the cabin means the hardware (or more precisely, physical therapy) cosmetology. However, to work exclusively with the technique of customizing your own hardware cosmetology, are engaged in improving the appearance of visitors calling in helpers achievements of modern science.

The next step - dermatologist. This profession is considered to be the most popular in this sphere. Dermatologist - a doctor who is able to understand what is wrong with the client's skin, and solve the problem: to determine the type of skin, choose cosmetics that are suitable for the care of it for him to eliminate the trouble (whether acne or peeling), to remove unwanted elements - papilloma that prevent birthmarks.

Some relate to the profession of cosmetology and makeup artist. It is a moot point, but the direction and close. Makeup artist is engaged in make-up, adjusting the appearance to perfection. By and large makeup completes the work begun-cosmetician counterpart - the transformation of an ordinary girl into a beautiful woman. Teach visagistes special discipline, in particular deposition technique day, evening, wedding or podium makeup. But the main thing for the true Specialists - the ability to feel the color and style, as well as the presence of taste. In his profession make-up artist can grow to the makeup artist and stylist. However, the last in the country, experts recognized that very little.

But who is undoubtedly related to cosmetologists, it's plastic surgeons. This is the highest level in the hierarchy, the elite. These professionals perform downright jewelry work, correcting defects in appearance of patients. If the rest of the profession in this sphere is usually the prerogative of women, plastic surgery by men. And receive for their work a solid reward.

The demand for the profession

Beauticians in the labor market are very popular. But the price is aces, earned a name for himself, clientele, who can perform a variety of procedures. However, a variety of salons and centers willing to take and not as high quality masters - the need for cosmetologists great. At the same time the level of the candidates often do not meet the requirements of employers (not prepared in the practice of higher education institutions),.

What do you expect from the applicant's director of beauty? Knowledge of the anatomical structure of the human body, biochemistry and diseases of the dermis, the ability to diagnose and treat them. The specialist must be understood that occurs in the skin in particular, and the organism as a whole. He should be able to identify skin types and to select the program care for her, acting at the same time safely and with caution, taking into account individual peculiarities and problems of the outer cover, so as not to cause allergic reactions and discomfort. From professional waiting competent advice on face care. However, without practice, without the work of his hands in the field anywhere. Masks, peels, cleaning means should be present in the beautician's arsenal. And, of course, the ability to use machines. However, it can be learned along the way - machinery updated, seminars for its use.

But knowledge alone is not enough. Beautician did not recognize standing specialist, if he is not able to communicate with customers. Few people are like the man, mechanically performing the procedure. From "beauty professor" waiting for the ability to support different themes, soothe, give advice. Some people come to the salon to simply relax, unwind, find a good mood. Therefore, a beautician should radiate optimism and goodwill, to be smiling and understanding. Given these details, the administration of some (especially expensive) institutions allows employees not to come to work if there was a some kind of trouble - bad mood master necessarily be shown, and the visitor will experience discomfort.

If you do not like people (and ugly, with obvious shortcomings in the exterior), Beauty is not your path. Calm and patience are extremely important for the specialist and his customers. And cleanliness. It would seem a trifle: beautician did not wash hands or smoked and worked without a mask. A "ward" is experiencing negative emotions, can not overcome the disgust, scandal.

In this case, the pros should look great - people will certainly evaluate the appearance of the master, is trusted by its appearance. And if a specialist bad skin, wrinkles, well-groomed face, credibility greatly reduced. After cosmetician - very figure of his work, advertisement of what he can do.

The thorny path to the profession

To obtain a specialty cosmetologist, have to be patient. In our country, this case involved only citizens with a medical background, ideally - graduated from the Medical Academy and trained dermatologist.

But after graduation, a person is not a beautician. Having obtained a general education, which has no relation to the beauty of creation, will have to undergo courses of cosmeticians. Special commercial offers great variety. Study lasts an average of a couple of months to six months. Practicing beautician enough short-term programs, novice - it is better to choose a longer version. By choosing a general need to take responsibility: in particular, to ask what the document will be received at the end. Preferable state certificate: it has more weight than international certificates, which are issued for many courses.

There is no guarantee that the expensive program may be the most useful. As established in the course of questioning, cosmetologists, more than a third of them experienced difficulties in employment because of poor training. Poorly trained person can avail to look for work for many months.

Ideally, if the classes are practicing cosmetologists and alternates theory with practice. According to experts, for training need to allocate at least 80% of the time. It is not enough to see how the teacher performs manipulation - classrooms should be equipped as a beauty salon with a variety of places for students. As guinea pigs in the classroom act or classmates, or specially invited models. On a good program starts with learning the basics. Having mastered step by step operation, the students learn to combine them into a complex and prepare a customized program.

In this area, no matter how many years a student - to come into the profession can and 18- and 30-year-old man who decides to change his life. Moreover, even at a young age beautician is able to provide a valuable specialist, make a name for himself.

It is believed that cosmetology - the lot of mostly women. It's true - men choose this direction is much less (if we are not talking about plastic surgery), although recently the number of boys is gradually increasing. Most of the traditional beauty salons also prefer skilled ladies, because the client reluctant to appear before the man is not at its best. Meanwhile, it is of men, as evidenced by the experts, to receive the most good masters. Now due to the increased interest of the strong half of humanity to their appearance and beauty treatments opened specialized salons for gentlemen, which cosmetologists, men find a decent application.

Work on the good name

Recruitment agencies too often have to look for staff for beauty salons, except that when you open a new point. As a rule, a beautician working in the same institution for a long time, as a novice in the presence of the necessary documents and knowledge can find a place on their own. A career in cosmetology do not at the expense of achieving high positions, and through the creation of an estate. Professional business card - well-groomed face of its clients. Despite the fact that in different showrooms provide the same services, people prefer to go to a permanent master. Popular skilled provided a steady flow of visitors and high income. This pro customers pass each other like magic magic wand. If such a beautician moves to another location, customers go after him. Therefore, high-quality personnel cherish.

Traditionally, beauty salons and barber beautician deals with problems of a person, in fitness centers - body problems, seeing the main problem in maintaining the good condition of the skin and its rejuvenation. Usually mid-level professionals working in such companies - nurses, beauticians. In cosmetic clinics are the best of the best, and, of course, a mandatory requirement for them - the presence of higher education.

According to recruitment agencies lion's share of cosmetologist wants to go to big hospitals and engage in treatment and advice in the field of dermatology. Most of the interiors represent a paramedical establishment plan where we need people strong in the prevention and aesthetics.

For the novice is not always optimal to get right in the elite institution - to fill the hand is better in hairdressing salons and average. However, if a person is confident in their abilities, it is useful to start with a well-known hospital with good facilities and charming staff, where there is an opportunity to learn the latest developments in the field of cosmetology. Having accumulated knowledge, you can move around in search of the customer base in a beauty salon. Gained fame in the wider circles, it is necessary to start their own business.

An experienced specialist considers a big success in the office invitation western companies, where higher wages and fewer visitors. In any case, the flow of customers is seasonal. I noticed that usually women and men begin to think especially about the appearance on the eve of summer and before the New Year. In plastic surgery operations is the peak for the winter: patients want to fly scars healed and become less noticeable.

Experts predict this direction serious future - despite the huge amount of funds for home care, "the creators of beauty" are popular among people who want to look great. Today in the West, this profession is highly respected. For many, having a personal beautician as sure as personal physician, psychologist and lawyer.

Imposer in printing

Especially in a situation where the customer only in general terms, is what should be the publication, the expert can fully realize their artistic abilities by creating on the basis of the raw data set the whole mosaic, where each element is in its place. A good coder, not to shun part gradually overgrown clientele, and even then the work is not required to seek special - she is looking for him.

Designer-coder: a lover of puzzles

Coder - a specialist in the creation of layouts printing, performs the layout of text, illustration and support elements on the document pages.

Education

Basically welcome technical education, programming skills, the presence of a systematic approach to the organization of work, as modern typesetting systems are quite complex software products. Furthermore, for the successful arrangement of visual and textual material it is important to have a basic knowledge of typography and design.

The path to the profession

Previously Imposer often became typesetters, now - graduates of specialized computer courses, creative-minded self-taught, and sometimes even retrained secretaries, office managers, system administrators. In addition, the profession come people interested in computers. However, in recent widespread PC and the rapid increase in the number of users leads to the fact that, inspired by the ease of development programs, imposition begin to deal with those who do not have basic knowledge of technical processes and design fundamentals, and this in turn affects the quality of technical and visual components editions.

Functional responsibilities

The main task of coder - competent fast layout and arrangement of the material in accordance with the layout sketch. Coder is responsible for compliance with the requirements of the printing layout file and makes proofreading. Duties coders can vary greatly depending on the companies in which they work. Sometimes Their tasks include taking orders, typing, checking and control films makeready times at the printing machine, perform system administrator functions, but in large organizations, professionals have a narrower range of responsibilities.

The main task of coder - competent fast layout and arrangement of the material in accordance with the layout sketch.

The two types of functionality can be identified depending on the nature of the tasks:

 Ideal

Coder assembles the finished illustrations and text complete edition page by page according to the plan layout provided by the editorial office (art director and managing editor).

 Common

Paged layout plan exists, the texts prepared in advance, but with illustrations coder works himself - selects, prepares, produces fine retouching.

We must bear in mind that the layout of periodicals (magazines, newspapers, and so on. N.) To some extent different from that of working with marketing brochures or other publications that do not have a regular release. When vorstke periodical process is automated and requires the coder high speed operation with both text and illustrations. The overall concept design dictates the art director of the publication, and coder is only the executor of ideas within the overall design concept.

When vorstke non-periodical publications, often advertising purposes, layout designer can connect their design skills, because there is a choice in the layout design. This activity is more interesting, but it requires the availability of specialist knowledge especially in the field of composition and design, as well as artistic taste and sense of proportion.

skills

Novice coder must possess skills such as:

 basic computer literacy;

 possession of the layout programs: usually, Adobe InDesign, rarely - QuarkXPress and Adobe PageMaker;

 literacy and a good visual memory.

Experienced designer-coder should possess the following skills:

 technically competent and fast work in the basic programs of imposition;

 work with raster and vector editing software such as Photoshop, Illustrator, CorelDraw;

 the ability to find new ideas, develop a plan of publication, possession of artistic taste;

 knowledge of classical typography;

 possession of retouching and color correction;

 basic knowledge of pre-press layouts.

An additional advantage for the applicant, especially for a small company to be owning a computer system to a high-level administrator-level and basic art education. In addition, the ongoing development of the information industry leads to the fact that the specialist should be always aware of new techniques and methods of work.

Advantages and disadvantages

The undoubted advantage of the profession is the creative nature of the work, allowing to learn from many talented people. In addition, in a situation where the customer only in general terms, is what should be the issue, but has no layout plan or prepare the text or illustrations, the expert can fully realize their artistic abilities

Plus can also be considered the high demand of the profession in the labor market, the ability to work at home and relatively good wages a qualified professional.

Among the shortcomings can be identified long working hours (when it is necessary to take urgent order), sedentary nature of work and high level of responsibility.

prospects

Prospects are varied and depend on the employee's ambitions. Developing organizational skills, have the opportunity to grow to the head of the department of imposition, and by improving the technical knowledge and the comprehension of the intricacies of the editorial process - to the manufacturer's additional plugins. You can also go to counseling or teaching activities.

Another step in the career transition to become designers, art directors and editors-Bild - these jobs are paid much higher. As the horizontal development is possible to do Web imposition. Do not hesitate to change jobs more often. Than in the more places you've worked , the more you learn more learn the subtleties.

As to become good managers

business success - training

Home task manager - the ability to sell, and this can only be learned in practice. Benefits for the sale of great training, they are taught to understand the psychology of the customer, and the ability to lead a relaxed conversation, but practical experience is difficult to replace the best theory. Therefore, in each of the newly made manager for the sale of an intern or, as was said before, it comes to training for experienced master. training period may be different - from two weeks to a month. It all depends on the capacity of the student, his knowledge, skills and the number of outlets, which will have to work. Practice, practice and more practice

attack of nerves

One of the main rules of successful sales - breaking objections to the customer, to be able to insist on its own terms, it is very difficult. In principle, any manager has the ability to provide customers discounts on the goods, it is pre-negotiated with the company's management. But since wages accrued interest on each transaction, give a discount not in its interest. Tied a fun psychological game: Manager trying every way to sell the goods at a starting price, a representative of the store - knock out discount. The winner is the one with stronger nerves and better developed communications with others. Sometimes it is necessary to use methods that eloquently described by Gleb Zhiglovom in the movie "The venue can not be changed": show genuine interest in the person to speak on topics close to the client,

sale features

Sometimes it is easier to agree with the usual shops, where the director and commodity experts less picky about the price and quality of goods. With supermarkets situation is more complicated: there high demands on product quality, and therefore agree on the sale of goods without discount virtually impossible. In addition, supermarkets often require a fee opportunity for product placement in the area of ​​the supermarket (for r. N. Branding). By the way, a lot depends on the supervisor (coordinator of managers) who thanks to his connections can assist a successful transaction.

Merchandiser - a reliable springboard for a successful career in trade

Expert purchasing shower

Merchandiser - a specialist in product promotions in retail outlets retail. She appeared in the 30s of the twentieth century in the United States. Merchandising in its pure form - it control over the availability of goods on retail shelves in supermarkets, and its quality (shelf-life, quality packaging, etc...)

A distinction is also visual merchandising, t. E. Product presentation in the commercial space. According to experts in the field of marketing, by means of visual merchandising (if used), you can increase sales by 80%. The successful execution of the trading floor and the right lighting, surely stimulate the customer to buy. In merchendazinga function sometimes also includes the organization of advertising campaigns and presentations, conducting tastings. Knowing the needs of different categories of consumers, can be a great merchandiser for publicity. On the other hand, he has a lot in common with a commodity - the specialists should be well versed in the quality of goods.

Merchandising Art

Merchandiser functions seem simple enough. Conveniently located product to track the presence of price tags and the whole range of products of a certain brand. But this is only at first glance! Noting every detail, merchandiser at the same time must hold in view the overall picture. Visiting a supermarket, you probably noticed that some offices are chocolate bars, bags of soluble coffee and other little things - the so-called "pulse" a product that buyers tend to purchase accident. New to the trade, perhaps about it and did not think, and they are for Merchandiser - an axiom. Why in the same supermarket product search takes much less time, queues move faster and novelties items are located the most profitable? Plus - a nice atmosphere, with its surf longer. If a person is in a hurry, of course. Reasons that a supermarket has attracted more than another, there may be many. And the role of Merchandiser in this case is not the last. Sales promotion or merchandising - the real art. Some laws are in the supermarket, in the boutique - other, in a shop of children's toys - the third. After all, children - a special category of buyers. Once in the supermarket toys, they feel like a fairy tale. Museum rules of the type "do not touch" only alienate and hurt small buyers. After all, children - a special category of buyers. Once in the supermarket toys, they feel like a fairy tale. Museum rules of the type "do not touch" only alienate and hurt small buyers. After all, children - a special category of buyers. Once in the supermarket toys, they feel like a fairy tale. Museum rules of the type "do not touch" only alienate and hurt small buyers.

One merchandiser, revealing the secrets of their work, noticed that specially invited to the department of children's toys, where he works, his niece. Six year old little girl, like auditor, walks along the shelves with toys and appreciates beautiful or ugly located toys. Staff watching her with a sinking heart, fearing severe sentence. As a result of these "campaigns" girl has prompted sellers to interesting ideas, and now the store bought toys really active.

Merchandisers called "experts buying souls", because in their work, they take into account many factors that affect the customer. It has been proved: floral scent stimulates sales in shoe stores, but you can influence their speed of movement of visitors on a trading hall using the correct rhythm of the music. The rule of "golden the shelf" is generally considered a classic. So called shelf, located at the level of the eyes of the buyer - the best product sold on this shelf. After all, to bend down or stretch up, you must make an effort, but to the "golden the shelf" has only to lend a hand.

A springboard for a successful career

To get a job as a merchandiser is not necessary to have experience in the field of trade. Of course, this is a plus in the work, but not a prerequisite. Very often the major western companies and now also domestic companies themselves provide training merchandisers. This practice is, for example, Philip Morris Companies, Mead Johnson Nutritionals and takes one to two weeks. Candidates that have passed the competitive selection, teaching characteristics of the goods, product standards, effective communication with sales representatives, sales managers. Improve their skills can be at the monthly seminars on merchandising, where professionals share their experience and discuss new items products. After training to be a mandatory practice in supermarkets, where many merchandisers are working,