The Five Most Valued PR Skills.
The Five Most Valued PR Skills
By Lily Cowlishaw, Intern at Kai Communications.
It goes without saying that to succeed in PR you need to be a good communicator and a good writer, however, there are many other skills that are highly valued in this sector. Here is what we think you need to make it in PR:-
1. Strategic and creative thinking -
A PR consultant must be able to get to the bottom of what the USP is in any story to find an interesting angle, so it is unique, interesting and easy to understand. That angle then needs to be generated into a story, backed by evidence and authentically written as an authority on the subject.
2. An open perspective -
Another important skill includes the ability to recognise that not all people will think the same way, so most PR’s will understand the importance of a wide international and multicultural perspective that considers an array of thoughts, feelings and opinions. Having a high level of emotional intelligence is a major advantage.
3. Time management -
Those who work in public relations must be able to juggle! Not balls (!), but multiple different clients, addressing a number of different tasks, talking to journalists who can call at any time, whilst staying on track with what needs to be done that day! An ability to prioritise and meet deadlines is a must, scheduling is important, and it is necessary to be organised. The job is fast-paced and there is no room for the misplacement of materials, forgetfulness or miscommunications.
4. An understanding of social media -
Social media is a significant area of the modern PR world. As a result, there must be a familiarity with all forms of social media, as well as an ability to keep up with the ever changing platforms of Twitter, Instagram, Facebook, etc. As most of us know, each platform is different to the next in terms of who might use them, how’s best to promote material on it, how the posting process pans out and so on. Knowing how to get the best out of social media for different clients is key, as is protecting each of their brands.
5. Transparency -
PR is largely concerned with reputations. As a PR specialist, you want to build good, reliable relationships with other journalists, suppliers and colleagues. Credibility, transparency and honesty are important, especially when managing expectations of what is and what isn’t possible.
