“Essential Skills PR Professionals”
The dynamics of Public relations has undergone a major shift in the recent times. The subject matter of Public relations has got an overhaul and many dimensions are added to it. The descent of traditional media and the growth of online media has added a new dimension to it. The interest in Blogs has grown tremendously over the years. The other interesting things to notice now is that many other players are added to it. The scenario of Public relations has widened after that. Literally, every online communication and relationship now come under the field of Public relations. The emergence of online activity has a major role in expanding the vision and it just cannot be overlooked.
Similarly, the skills needed for PR Professionals has progressed. Therefore, it is desired that PR Professionals must include and imbibe the change as the scenario has changed and is evolving continuously.
Prior to acquiring new skills, it is important that one must have a complete insight and knowledge of both kind of skills, which are both: ‘Traditional as well as Contemporary.’ Traditional skills include:
- Business Ethics
- Work Ethic
- Communication Skills
- Excellent Writing Skills
- Analyzing Capabilities such as Attention to Detail and Pro-activeness
- Knowledge in Statistics
- Knowledge in Finance
- Media Relations
Contemporary Skills are desired in addition to Traditional skills. These are:
- Social Media Ethics
- Social Networking mechanism
- Blogging and Microblogging
- Search Engine Optimization (SEO)
- Understanding Blogger relations
- RSS Readers
“The tenure and professionalism.”
The tenure and professionalism that is required and expected in the job of Public relation make it very unassuming. Nature of Public relation doesn’t let you take it as a regular job of eight hours. Being alert is a necessity since the requirements of this job are very demanding. The schedule can change anytime to carry last minute deadline. You have to remain cautious about your work but you have to make yourself available to your subordinates. You may be involved but you just cannot ignore them if they need your help and guidance. Be prepared not to let the frustration seep in when you see others leave the premise while you are still there in the office for few more hours until you are done with the issue you are working on. Do not lose heart, it will not be going to be the daily routine. Be rest assured, your efforts will be appreciated.
The job of Public relation is very demanding. Being alert is not enough. It is expected that you have all the solutions. Sometimes you know the solution but at times you may not know the answer. The best way to solve this is that you should do your own research. If it still remains unresolved do not hesitate to ask for help. It is your job to solve the problem. You cannot let it remain unsolved. Do whatsoever you can do because by remaining a mere spectator you will be eating the valuable time. You cannot afford that as you are the one responsible to meet all the deadlines.
Delegate the responsibilities wisely. Poorly unorganized work will only add up to the existing problems and missing deadline means unhappy clients. Do the required checking of everything that comes to you, then edit and delegate responsibilities to your associates and subordinates. Double check everything until the process is smooth. Completing the work with dexterity and before the deadline will not only make you happy but you also gain the confidence a valuable client.
Blogging is an effective tool that lets you present your opinion on particular subjects highlighting the necessity and effectiveness. Although it is not mandatory to be a blogger but being one certainly have its own advantages. You never know when a reader of your blog shows interest in being your client. Microblogging is still in its nascent age but nevertheless is an effective tool. Twitter is one such site where it is done impressively. There are few other networking tools such as Facebook, LinkedIn, and MySpace etc.
Similarly, knowledge of search engine optimization (SEO), Coding and basic knowledge of RSS is an added advantage for the person in the field of Public relations. All the above-mentioned qualities are very rare to find in one person. By honing existing skills and the will to add more will make you a very appealing candidate suitable in the field of Public relations. If a person remains loyal in learning these skills one can acquire these attributes.