NEW YORK: Hoping to give a better answer to the elusive question ’What does it take to make it in PR?,’ Empowerment Concepts has developed a personality assessment test for would-be PR practitioners.
NEW YORK: Hoping to give a better answer to the elusive question
’What does it take to make it in PR?,’ Empowerment Concepts has
developed a personality assessment test for would-be PR
The assessment tool, created at the behest of the Council of Public
Relations Firms (PR Week, May 29), was developed by testing top industry
pros in order to determine which personality traits portend future
success in PR. Among the qualities identified as important were
self-confidence, stamina, the ability to derive ego gratification from
influencing others and a dislike of rules.
The CPRF, which charged the San Francisco-based Empowerment Concepts
with developing the assessment tool, plans to encourage firms to use the
tool for screening potential job candidates. The council would not
reveal which candidates were used to develop the test.
According to Empowerment Concepts, top PR performers ’tend to be
impulsive decision-makers ... these people are willing to trust their
instincts and take action without a strong need for all of the
A trait top PR performers seem to lack, however, is an ability to follow
through on every commitment: the mean score in the area of ’personal
responsibility’ was only 44%. ’People who score lower in this measure
tend to be selective in the commitments that they follow through on,
sometimes failing to be dependable,’ the testing company wrote in its
report to the CPRF.
Top performers also don’t like limitations, racking up a mean score
below 20% in the category of ’sensitivity to rules and guidelines.’
’They are innovative, tend to use their know-how in new and expanded
ways and find the routine associated with compliance to processes and
guidelines frustrating,’ the company found.
And while PR’s top minds are able to put in 15-hour days, they scored
low in the category of ’self-discipline.’ ’They can multi-task and see
change as a competitive tool,’ Empowerment Concepts reported. ’On the
flip side, they may have difficulty bringing all the detail that they
juggle to a successful conclusion.’
Given these and other personality traits, top PR pros may have
difficulty training others to succeed in the business: ’These are
action-oriented people with little patience for process or for people
who approach work differently than they do.’