WHAT IT TAKES TO BE A GOOD PR PROFESSIONAL

As a Communications & Public Relations student, I use a lot of my little free time to learn how to be a good communications professional by reading books, listening to podcasts, and engaging in digital conversations with peers in my industry. In addition to that, being a PRSA member offers so many benefits, and unlimited educational resources, but that is not my only source of information. It comes without saying that my graduate program is my first source of information. I am really, really thankful to my professors for encouraging a critical thinking through rigorous coursework and detailed assignments. The way I conduct research now is so much more different than I used to do before. And research is a key element in a communications career. School assignments and blogging helped a lot my creative writing and entrepreneurial skills. Therefore, I will continue this way.

Here is 10 very important points on what it takes to be a Public Relations practitioner, and some of the most “Must” skills.

1. Networking is your first approach to this industry. Regardless of what career or area of communication, it is important to constantly build professional relationships. (start with LinkedIn, then move forward, by joining professional organizations that will give you the opportunity to attend conferences and events in the field). First impressions matter! Remember: you don’t know when a given connection will prove beneficial.

2. You have to be a people person. Working in Public Relations requires human skills. This isn’t something that can be taught. You have it or not. But, you can always improve, force yourself to become more patient (e.g. waiting for responses from people you’ve contacted), friendly and sociable. You need to control your emotions and find your balance (not knowing when to switch the adrenaline on/off isn’t quite professional), and be ethical. One of the best qualities a PR professional can have today is honesty.

3. Remember to be adaptable and flexible, because in the communication field, things change quickly and often.

4. Have the confidence to stand up for yourself and disagree with the client when necessary. Remember: you are the professionally trained communicator in the work environment. Have faith in your skills, and have the ability to respectfully refute ideas that take the organization in the wrong direction.

5. Successful communications professionals are business-minded. Your first question should be “What’s the end goal? The PR activities put a company on the map. So, before acting, a PR person needs to determine how the desired result contributes to the bigger picture of business success.

6. Public speaking is another crucial skill that it comes without saying. PR people need to be able to express their thoughts and their company’s story in front of an audience, be it a group of employees or media platforms. Here I suggest you to join a Toastmasters club. One of my professors told me about, and is a lot of fun. Check it out!

7. Most often regarded as the first skill on a PR Resume, writing is crucial in public relations field. First of all, PR people are storytellers. The ability to articulate, think creatively, and maintain a positive personality are all obvious characteristics for any profession, but in PR above average writing skills are imperative. You will find yourself writing all the time press releases, blog posts, pitches, and so forth.

8. Remember what I just said in number 7? You are going to write a lot, based on a strong research foundation. Research is a part of PRs’ daily job and so having a strong ability to conduct an accurate and fast research is an essential skill that is critical for Public Relations practitioners. Ability to gather information is vital for success in the field – every PR project involves research to some extent.

9. The future is multitasking. Public Relations gives you plenty of opportunities to be creative, not only in terms of writing, but also in approaching new markets and coming up with new ways to promote businesses, however, with the industry going digital you have to be capable of handling technology, learning fast about new tools and using those tools.

10. PR people are news junkies. That’s right. You need to care about what is happening in the news beyond your core sector and in the broader world. You have to be on top of news and trends. “If you are not knowledgeable on what is going on today, how do you advise clients or companies on what to do tomorrow?” – Al Golin, Chairman, GolinHarris

11. Be personable and confident. Your success in the field will depend on your ability to communicate with others and build positive, mutually beneficial relationships, so be your best self.

With that being said, you need a thick-skin to succeed as a PR professional. PR is a very complex field, and PR people are very busy people. For a PR professional, a usual day of work can be very intense, but exciting, can be really chaotic, but really rewarding in the end. Does it sound like you?