4 Skills All PR Pros Should Have

1. Multimedia Experience

PR pros can deliver exceptional multimedia experiences by spreading their brand’s updates and releases across TV, radio, social media and online publications. In addition to learning how to deliver information across all mediums, PR pros must be strong storytellers and know how to navigate and tailor messages to the targeted audiences. An organization typically has more than one audience. For example, organizations communicating with television coverage audiences should take a different approach than they would on social media.

Building audiences can take time, but there are certain ways you can speed up the process. Quickly expand your audience by joining professional public relations and marketing associations:

• PRSA | Public Relations Society of America 
• Global Alliance for PR
• The American Communication Association
• American Marketing Association

You’ll have to put in some networking hours and brush up on trending industry topics to discuss, but creating connections will give you a greater understanding on how other like-minded organizations reach their audiences across all media types.

2. Ability to Adapt

Another must-have trait PR pros should have is the ability to think strategically when faced with sudden changes.

For instance, let’s say your organization has published a video with the intention to advertise its product and increase sales, however, your audience has taken to social media to criticize the video’s marketing strategy. What you once thought was going to bring positive attention to your organization has done the opposite, and now you have to go into full PR mode to protect your brand’s reputation. If your business ever faces this type of situation you must stay on your toes and come up with a solution to limit the damaging press. PR pros must have the ability to set aside emotion during times of turmoil and have thick skin when interacting with naysayers and competitors.

3. Effective Communication

PR pros must also find clear-cut ways to communicate their brand’s message.
Both online and offline relationship-building skills are needed to master effective communication. Establishing connections with journalists, business professionals and organizations is a crucial skill PR pros should apply in their day-to-day workflow.

Also, being clear and concise with your communication is necessary to succeed in this field. You should be able to produce comprehensive and professional messages when making announcements to the public. For example, a company that sends out a press release for a restaurant’s grand opening should include specific details such as where and when the event is. Plus, they should consider addressing possible client questions like “What’s the menu going to look like?” or “Are there any grand-opening specials?” before making the message public.

4. Honesty & Credibility

Most importantly, PR pros should convey their messages honestly. PR pros are tasked with disseminating truthful messages and updates to the public. Solidify your brand’s reputation by remaining ethical and carrying out your press releases and campaigns with scrupulous attention to detail.

A great way to improve your brand’s credibility is to make your accomplishments visible. Add award logos to your business cards and your website to show in-person and online clients that your organization is recognized for producing excellent work. Also, share your earned media coverage that sparks positivity, such as social media reviews or online testimonials. Whichever way you choose to prove brand honesty and credibility, make sure it’s a truthful and sincere depiction of your organization.