NECESSARY SKILLS AND COMPETENCIES FOR WORKING IN PR

This scientific thesis explores the essential skills and competencies required for success in the dynamic field of Public Relations (PR). It identifies and analyzes both foundational and emerging capabilities crucial for PR professionals in the contemporary communication landscape. The thesis delves into core communication skills, including excellent written and verbal communication, active listening, and persuasive storytelling. It also examines the importance of interpersonal skills such as networking, relationship building, empathy, and negotiation.