A PR practioner first of all must be experts in media relation as they are the front line for Organisation in terms of media issues. Therefore, they must be able to counsel and provide answers and suggestions to companies executives on ways to deal with media They must also be able to obtain facts. Write journalistically, plan and place stories and know how and when to distribute the final work. They must also possess a certain quality of organisational skills.
             The Pr officer must know how and where to obtain facts from the necessary sources such as using interviews, field research and opinion polls. In doing so, he must be conscious of the value of the facts from the point of view of the reader.
             A PRO must be able to write journalistically. They must learn how to be clear, concise and captivating in their presentations such as writing a press release. Having a good new sense are very important in writing a press release and it should hold no comments or opinion.
             Distribute Stories about the Organisation.
             A PRO must know where to distribute and who is most likely to publish your story. Not all stories are mean for everyone, thus he must forward his stories to appropriate agencies that is most likely to be interested in them. This requires a good knowledge of the media, as it is paramount to know how the media operate and how the distributions are produced, printed and distributed. The disclosure of the info must also be full as
             The integrity of your released information are important for only for the current issue but more importantly for the long term credential of the PRO and the organisation
             PRO must be able to monitor, analyse and advise management on the potential and actual community and government developments. And if there is situation warrants, he/she should plan suitable projects, which are then implemented.
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