Essential Skills for the PR pro of the future

What skills does the PR pro of the future need? With more and more people entering the public relations industry, it is important that PR professionals hone their skills in order to evolve and strengthen their career prospects in an ever changing public relations landscape. Traditional PR skills are not obsolete, in fact they are more important than ever and in conjunction with more niche skills related to digital developments, they will ensure you progress in your PR career.
Here are our essential PR skills for the PR pro of the future

1. Communication
Public relations is communication. It is important that you are able to articulate your ideas and also listen to others. The ability to communicate is also crucial when conducting business with clients who may not fully be able to identify solutions themselves. A good communicator is able to look at body language and other non-verbal clues to gain a better understanding of what someone is trying to say.

2. Writing
Blogs, press releases, guest articles and other written documents are tools that are regularly used in the PR profession. A PR practitioner must possess good writing skills and attention to detail. It is commonplace for practitioners to also have to proofread other people’s work to correct errors and ensure grammatical accuracy.

3. Creativity
The PR industry is one of innovation, where new ideas are embraced and creativity is commended. Contributing to brainstorming sessions and developing strategies which promote your client requires original thinking and inventiveness. Sharpening your creativity skills is therefore an essential skill for any PR practitioner.

4. Research
Every client is different. It is imperative that a PR pro does his/her research and invests time into developing their knowledge of the client and the industry or sector that they operate in. This could involve keeping up to date with market trends, having insight into future developments and understanding the gaps in the market that will inform the strategy undertaken to promote the client and their business.

5. Time management
In PR you will be working with multiple clients who each have their own set of demands and expectations. Your list of tasks can easily become overwhelming if you are not able to remain organised and manage your time well. Simple solutions like to do lists can help you stay on top of your workload and ensure that each client gets the attention they deserve.

6. Digital savviness
Digital skills have becoming increasingly important. Having a basic understanding of social media, SEO and digital content creation can make you stand out from the pack. As the scope of PR widens, the industry is beginning to use the tools of other communications fields. In order to smoothly transition into the future, practitioners must be able and willing to develop these new skills and understand the relevant lingo.