Public relations is a fast growing field; every organization, institution and business has a need for public relations. This important role affects whether a business or organization succeeds and prospers. Devoting the time and resources to this pertinent function is a smart and necessary step.
So what skills does a successful and effective public relations pro possess? Read on to find out.
Writing
The number one skill for all public relations professionals is writing. Whether you are in fashion, health care, finance, education, nonprofit, trave, or technology, if you can't express yourself in written communications, you are not going to succeed in this field. In public relations, writing makes the first impression--for a client, a donor, an important stakeholder, a consumer and the public. Public relations write press releases, speeches, news articles, fundraising materials, advertisements, newsletters, magazines, annual reports, content for the web, executive bios, product descriptions and fact sheets. As a public relations pro, sharpening your writing skills is the best thing you can do to ensure your success.
Relationships
Public relations is all about creating and maintaining beneficial relationships between an organization and its respective publics. PR professionals recognize and develop key affiliations with opinion leaders, prospective donors and relevant stakeholders. These relationships are important to have and even more important to nurture. The first step in determining what relationships are essential is to make a list of who your organization's key publics are. You can then assess each one and the relationship you have with them. Evaluating relationships and knowing how maintain them is a key function.
Speaking
You will often see representatives speaking on behalf of a company or institution in times of crisis or controversy. Public speaking is a skill that you might not exercise daily, but you should be familiar with it and comfortable doing it. Hosting your first press conference is not the time to test out your public speaking skills. Practicing live interviews or questioning is a great exercise for key administrative officials.
Technology
Technology has changed the way people in all professions do their jobs. Public relations people are no exception. Because many businesses and organization rely on electronic communications, public relations pros must be up-to-date and proficient on the latest technology. Sending electronic news releases, creating a blog on a company website, and using web video conferencing to reach consumers and customers are essential skills. A public relations practitioner must be aware of what technology is available. Not knowing could put you and your company behind the competition.
In addition to the Internet and social marketing trends, PR people need to be in command of computer applications, such as desktop publishing and content management systems. Being able to create a professional brochure or newsletter or knowing update your website and create new content is a much needed skill.
Risks and Opportunities
As the PR person, it is your responsibility to assess situations and identify risks to and opportunities for your organization. You need to have the confidence to make the right decisions with clarity and decisiveness. Solid decision-making skills--confidence, awareness, and assertiveness--enables you to protect the interests of your business and connect with the opinion leaders and publics that are important to you. This is more than just reacting to an issue or situation in the news. This is about making smart moves to position your organization in the best manner possible.
