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Skills For PR

soft skills

Are you wondering what skills you need for PR?

For those not employed in marketing and communications, the world of public relations can seem murky. The public’s view of PR has been clouded by television shows like ‘The Thick of It’, which portray the profession’s employees as manipulative masters of the dark arts. 

This has led some working in the profession to remark on how the PR industry has a massively ironic PR problem of its own. 

While bad practice in the industry sometimes does come to light, in reality, working in the sector is more likely to involve helping to connect brands to consumers than burying bad news, and modern PR professionals require a much more rounded skillset than a calculating Machiavellian streak. 

We decided to run a poll on our website asking leading marketing and communications talent what they thought the most important skills for public relations professionals are. Being highly organised was the third most popular choice, taking 8% of the vote and reflecting on PRs’ need to manage diverse workloads. 

Creativity, which PRs require to make their campaigns stand out from competitors, came in at number two with a respectable 14%.

What skills do I need for PR?

Effective PR requires a mix of skills, including strong written and verbal communication, interpersonal skills, strategic thinking, adaptability, creativity, and the ability to build and maintain relationships. 

Proficiency in social media, event planning, and crisis management is also valuable in the PR toolkit.

Excellent communications skills came out on top with a massive 69% of the vote. PR professionals must interact and learn how to speak to a range of audiences, including journalists, bloggers, clients, or their wider business if they are in-house, and the target audiences of their campaigns. 

Furthermore, the importance of digital to modern campaigns has increased the need for PRs to be strong communicators; not only are today’s PRs focused on communicating via journalists, but they are increasingly interacting directly with consumers through owned social media channels.

What are the qualities of a PR person?

A successful PR person possesses qualities such as excellent communication skills in crafting compelling messages and engaging with diverse audiences. 

They exhibit adaptability, creativity, strategic thinking, and a knack for building and maintaining relationships. A PR professional is also resilient in handling challenges and crises.

What are PR writing skills?

PR writing skills involve crafting compelling and concise content for various platforms. This includes press releases, pitches, speeches, and social media content. 

PR writing aims to convey messages that align with the brand's image and objectives while resonating with the target audience.

What makes good PR?

Good PR is rooted in effective communication, strategic planning, and building positive relationships. It involves telling compelling stories, managing the public perception of a brand or individual, and navigating crises with transparency and authenticity. 

Adapting to changing dynamics and utilising various channels to convey messages are hallmarks of successful PR.


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