Traditional public relations skills, such as algebraic writing and media relations, are always valuable. It is perhaps more important than ever in today’s fractured media market. But, given advances in technology, additional skills, such as social media content creation, analytics, SEO, and programming, must complement traditional skills in order to create and analyze PR in the tech world.
Public relations usually fall under communication and marketing within an organization. Public relations exist to shape public opinion, and often to change it completely.
What are public relations skills?
Usually, the organization hires PR employees in order to bridge the gaps in understanding between them and strangers. While this is not always the case, public relations skills are needed to deal with a crisis or bad publicity.
Aspiring public relations practitioners must complete a bachelor’s degree in public relations, communication, journalism, or some other related path. Training is usually on the job, although professional organizations offer additional training opportunities. No certification is required, but degrees in public relations do exist and can help you stand out in a competitive field.
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Traditional public relations skills, such as algebraic writing and media relations, are always valuable. It is perhaps more important than ever in today’s fractured media market. But, given advances in technology, additional skills, such as social media content creation, analytics, SEO, and programming, must complement traditional skills in order to create and analyze PR in the tech world.
Public relations usually falls under communication and marketing within an organization. Public relations exist to shape public opinion, and often to change it completely. A career in public relations (PR) involves using all forms of media and communications to build, maintain, and manage the reputation of your clients. These range from public agencies or services to companies and volunteer organizations.
You will communicate key messages, often using endorsements from outside parties, to specific target audiences in order to create and maintain goodwill and understanding between the organization and the general public. As a public relations officer, you will monitor publicity and conduct research to learn the concerns and expectations of stakeholders in your client organization. You will then report and explain the results to your administration.
Public relations responsibilities
As a public relations officer, you will need:
- Plan, develop and implement public relations strategies
- Communication with colleagues and key spokespersons
- Contacting and answering inquiries from media personnel and other organizations
- Researching, writing and distributing press releases to targeted media outlets
- Collecting and analyzing media coverage
- Writing and editing internal journals, case studies, speeches, articles and annual reports
- Preparing and supervising the production of brochures, flyers, direct mail publications, promotional videos, photos, films and multimedia programs
- Creating and coordinating photo opportunities
- Organizing events, including press conferences, exhibitions, open days and press tours
- Maintaining and updating information on the organization’s website
- Managing and updating information and interacting with users on social media sites such as Twitter and Facebook
- Source and manage speaking and sponsorship opportunities
- Market research by commission
- Strengthening community relations through events such as open days and through participation in community initiatives
- Managing the public relations aspect of a potential crisis situation.
Public relations typical employers
Typical employers include PR consulting firms, which provide independent service to several client organizations, and that often work with very different market sectors. Consulting varies in size, from large global companies with offices around the world to small local companies that may specialize in a specific field such as fashion, beauty, music, sports, healthcare, or finance. Larger consultancies will likely have a wider client base, ranging from law firms to construction dealers.
You can also work in an in-house division, which works exclusively for one company or organization in the public, private, charitable and not-for-profit sectors. Among other employers of PR graduates are:
- Advertising companies and creative agencies
- Event organizers
- Marketing agencies
- Media communication organizations
- Political organizations
- Public affairs companies.
It is also possible to use your skills in broader communication roles in areas such as human resources, education, administration, and public service.
Public relations skills
- Communication skills
Most importantly, if you are considering a PR job, you should be a good communicator. Not only do you need to be a confident speaker, but you also need an excellent listener. This does not necessarily mean that you will have studied for a degree in English or a foreign language, you can be a scientist or technologist with great talent for explaining complex concepts.
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The PR specialist should be sensitive to the nuances of language and culture because the job will involve communicating with a group of people through various means (social media, in person, by phone and in writing) across different regions. You will need to be able to appreciate other people’s priorities and pressures.
2. Research skills
A PR person needs to be a good researcher in order to communicate accurately and reliably on a topic, so graduates of science or history, for example, would be well positioned to introduce this skill. You will have to track the fast-paced markets and be aware of your customers and their needs. You should keep up with current events and enjoy learning about new markets. If you are naturally curious, you will enjoy the PR aspect.
3. Writing skills
You will be expected to write engaging content for clients, whether it’s a guest article in a magazine, a case study, or a press release. Graduates with an excellent knowledge of grammar and experience writing a range of content – from essays to presentations and briefs – will be able to achieve success.
You will also need to pay close attention to detail, which is not only useful when writing, but also auditing the work of others. This is a vital skill to possess, especially under pressure, and it supports good writing, research, and communication.
4. International Mindset
There has been an increasing demand for language skills due to the globalization of business. For example, a customer in the United Kingdom may lack the budget for a large PR program on the ground in a foreign market, but have an immediate need to engage content in this language on their website or blog. So the more languages PR professionals have, the greater their chance for international jobs and new business.
There is ample scope for graduates fluent in foreign languages to write foreign-language content and research industry news, not to mention the option for vacations or exchanges with other offices.
5. Creativity
A public relations career will provide you with countless opportunities to be creative, not only in terms of writing, but also in inventing new ways to boost business and engage with new clients. Public relations is a profession that constantly demands new ideas and lateral thinking, so having a creative streak can be a critical skill to achieving career success.
