Hi there,
Here goes with your questions ...
1. What are the basic qualifications?
Nothing formal required - there are now PR and Marketing degrees (not available in my undergrad days!) which are popular and recent stats say that 77% of graduates find a job within 6 months of graduating - so they must be worth something, but ... common sense and on-the-job training are a must. In my experience, on-the-job training is far more important than a formal qualification as on-the-job you are taught how the world relates to PR rather than the theoretical side that students who have worked with me have been taught.
2. Is there anything that is absolutely essential as regards qualifications / insurance etc...
Nothing essential, but Professional Indemnity Insurance is pretty useful just-in-case!
3. Is there a professional / trade body?
Yep.
For individuals there is the Chartered Insitute of Public Relations (not long received Chartered status). Membership allows a practitioner to have letters after their name. As I am a member I am bound by their code of conduct and entitled to have the letters MCIPR after my name (some (potential) clients are impressed by this, others are not) - I don't always use the letters. If you are employing an individual, this membership can be a factor.
For companies there is the Public Relations Consultants Association. The minimum requirement for membership is to be trading for at least one year, a minimum of three staff and £1000 pa to spare for the fee! This counts me out on at least one score - I don't have a minimum of three staff (+ not sure I want to hand over £1K every year!). If you are employing an agency, this membership can be a factor, but because of the membership criteria you will be looking at larger companies, rather than individual practitioners, such as many/all of us on UKBF.
4. What are the main qualities needed - what should I be looking for in potential staff?
Someone who has common sense and lives in the real world, i.e. stay clear of the sterotypical fluffy girlies who like to lunch - they do exist! However, as with a lot of things, it depends on the industry you are in as fluffy girlies may be appropriate!
5. What are the potential pitfalls?
Amongst others (covered by other posts), not giving a tight brief as to what you want to achieve and not setting measurable targets. Without these it will only be possible to measure the success of the PR person you use by perceptions - not a very tangible measure this!
PR is not rocket science, and most people can, and do, have a go themselves if they want to save costs. In the short term they may well be successful, but looking at the longer term, employing a professional PR person will bring in years of experience and tricks which have worked for previous clients. If you are in a specialist field, such as aerospace or finance, then someone with previous experience is a good starting point, but I do not feel it should be a big stumbling block. Personality is another big box to be able to tick - if you get on with the PR person then you are far more likely to gel and work together as a team to reach the same goal.
If you need anything else then please come back to me.
All the best,
Lindsey.
P.S. Anne - thanks for suggesting me.
