Public Relations Employability Skills

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Traditional public relations (PR) skills like compelling writing and media relations are always valuable. Perhaps, they are more important than ever in today's fractured media market. But due to technological advances, additional skills such as social media content creation, analytics, SEO, and programming must complement traditional skills to create and analyze public relations in a technological world.

Public relations is usually included in communications and marketing within an organization. Public relations exists to shape public opinion and, in most cases, to change it completely.

What are the employability skills required for public relations jobs?

Typically, an organization hires public relations staff to bridge the gaps in understanding between themselves and outsiders. While this isn't always the case, public relations skills are needed to deal with a crisis or bad publicity.

Aspiring public relations professionals must complete a bachelor's degree in public relations, communications, journalism, or some other related degree. Training is usually done on the job, although professional organizations offer additional training opportunities. Certification isn't required, but there are public relations certifications that can help you stand out in a competitive field.

Types of PR skills

- Communication

A publicist must write captivating content for clients, from press releases to magazine articles to blog posts. With the possible exception of blogs, this content must be designed to appear in places not owned by the client. Therefore, the content must appeal not only to the reader, but also to the potential publisher: the editor of the magazine or newspaper who decides whether to publish the article.

With website content and blog posts, the goal is for users to read, engage, and share within their own virtual network at a fast pace. The text must not only communicate the client's message in a compelling and engaging way, but also meet the needs of the publisher. Technical perfection in writing isn't enough: the message and content must be relevant and interesting.

- Written communication
- Website Copy
- Verbal communication
- Speech writing
- Presentation
- Promotion
- Press releases
- Edition
- Editorial opinions
- Journalism
- Logical thinking
- Media reach
- Media relations
- Public speaking

- Social media

PR professionals need to be familiar with all forms of social media in use today, a list that is constantly changing. Since social media platforms vary widely in terms of how they work and who they can attract, each platform requires a different strategy. Some messages are simply better suited to some platforms than others. A good PR manager not only knows which platform to use for what, but has the skills to use each platform to its fullest potential.

- Twitter
- Facebook
- Reddit
- Medium
- Instagram
- Pinterest
- Snapchat
- Youtube
- Social media groups
- Virtual communities
- Social network analysis
- Social Media Releases (SMR)
- Scheduled post
- Content marketing
- Content Management Systems (CMS)
- Digital advertising

- Research

Public relations professionals work with many types of clients in a wide variety of fields. To serve each client well, the professional must be able to "catch up" with the client's brand, industry, and market quickly.

- Deductive reasoning
- Inductive reasoning
- Primary sources
- Secondary sources
- Search engine research
- Library Research
- Interview research
- Research organization

- International perspective

An international and multicultural perspective begins with the recognition that not all people think the same way. Standards of courteous behavior vary. Cultural symbols and icons vary. Tastes vary. A message that works well for one audience may alienate another. A good public relations person appreciates and anticipates these differences and can research different audiences as needed or request additional help. Fluency in multiple languages ​​is a plus.

- Market research
- Audience segmentation
- Emotional intelligence
- Diversity
- Collaboration
- Multilingual

- Time management

Public relations specialists must be able to juggle multiple clients and projects, all of which are waiting to be considered important and need their work to be completed as quickly as possible. Mastering deadlines and prioritizing tasks is a must. Physical organization is also essential. It's a fast-paced, multifaceted job, and no one has time to waste paperwork or confuse names.

- Planning
- Prioritize
- Multitask
- Attention to details
- Projects management

- Creative thinking

In this day and age, advertisers must be bold and creative to capture attention in a fragmented market. That doesn't mean breaking the rules (although it sometimes means finding loopholes), but it does mean knowing when to take risks, and it means thinking creatively in ways no one else has thought of before.

- Problem solving
- Brainstorm
- Problem solving
- Collaboration
- Wearing
- Proactive
- Stress tolerance

More public relations skills

- Flexibility
- Initiative
- Motivation
- Reliability
- Self steering
- Team player
- Accounts administration
- Brand management
- Business narrative
- Budget
- Task management
- Customer relations
- Planned event
- Trend analysis
- Cold calling
- Networks
- Newsletters
- Relationship management
- Strategic planning
- Strategic thinking
- Microsoft-office
- Adobe Creative Suite
- Customer Relationship Management (CRM)
- Search engine optimization
- Marketing
- Sales
- Website development
- Graphic design

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