Since the emergence of new media, public relations success is taking a new dimension. It used to be measured by only getting your client’s name in a local newspaper but now it means more than that. Developing clever content on social media, making hashtags trend and creating buzz are a win in today’s PR world.
Below are lists of skills you need as a PR pro in today’s PR world:
- Ability to work a reporter beat
An essential skill for today’s PR pro is the ability to identify and evaluate stories within their brand. This is exactly what a beat reporter does for a news outlet. PR pros who can develop compelling stories within their market will be head and shoulders above their counterparts. As more and more content gets pushed out by brands, only the very best material will be embraced by the target audience.
- Content creation skills
PR is built on a foundation of good storytelling. At the very minimum, PR practitioners should be able to write content in a variety of formats including news style and first-person blogs. More important, they should know how to produce rich multimedia content—such as photos, videos and graphics—so their content stands out in the age of scrolling social media feeds.
- Strategic thinking ability
The days of high-level management handling strategy while staff members execute tactics are long gone. In today’s PR environment, everyone at every level of PR is expected to understand and help achieve their company’s business goals. PR pros who can think about the big picture while flawlessly executing their work will stand out among the rest.
As the public relations industry transforms, so should you. Find conferences, webinars and other learning opportunities to keep your skills evolving so you can stay at the top of your PR game.