Essential Skill Sets for A Public Relations Aspirant

Degrees are not everything, especially when it comes to Public Relations. To be a successful PR professional one needs to be an all-rounder. It is important to hone your skills to strengthen your career in this profession. Technology has played a major role in bringing about a paradigm shift, but we have not yet reached that stage where human intervention can be ruled out.

My two-month Internship at a leading Public Relations firm has helped me identify a set of core skills that an aspiring Public Relations professional should have.

Communications Skills

This is like the alphabets of Public Relations. Strong communication skills backed by smart diplomacy defines the foundation for your career in this profession. You should be able to articulate your ideas and listen to others. Listening is important here because communication is a two-way process. To be a good communicator you should be able to understand body language and be observant enough to look out for other forms of non-verbal hints which reflects the state of mind of people. As a PR professional you will always be selling something and how well you do that depends on your ability to communicate.

Research

Your statements have to be backed by facts. You need to be updated about current happenings, about your clients and their business as well as their competitors. You will be required to map out trends as per your clients’ requirement. If you are serious about a career in PR be ready to do a lot of research and of you are naturally inquisitive you will enjoy this part.

Writing Skills

Content generation and documents are unavoidable to PR. Drafting Press releases, drafting interview answers, briefing reports, event reports, case studies the list can go on. Good writing skills is a must. This skill has to be backed with your research skill and to generate content you need to have knowledge about the subject and for that you need to research.

Creativity

Creativity and PR go hand in hand. Public Relations as a profession constantly calls for ideas and originality. PR professionals develop strategies for clients. Being able to contribute in brainstorming sessions for campaigns and strategies require creative and original thinking. Thinking out of the box, being creative is a key factor to being successful in this field.

Media Management

Print and TV still holds great deal of influencing power and therefore cannot be ignored. If you wish to build your career in PR, be prepared to make those media calls, update numerous media lists and pitch for your clients constantly. Mapping industry trends and competitors are also a part of this.

Digital Fluency

Social Media has taken over the world. Digital content creation, online reputation management, SEO are very much in demand. It is much more than liking, sharing and retweeting. Social media has bridged the gap between brands and consumers. To cope with this transition, it is important to have an understanding of digital communications.

This post originally appeared on the author’s blog site.

– Julia Joseph

Julia isskills a part of Class of 2018 of the Post Graduate Programme in Public Relations at SCoRe. She is a Master’s Degree in English Literature, and has worked with The Promise Foundation of PR prior to joining SCoRe.

She can be reached at @TheJuliaJoseph on Twitter and as here on LinkedIn.

 

Experiential Marketing & Public Relations – A Deadly Combination in B2C Space

It is common to see B2C brands linking their Public Relations strategy to experiential marketing. The two are becoming closely connected and are leveraged for the common purpose of engaging with the consumer. We often see beverage, airline and lifestyle brands clubbing experiential marketing with Public Relations. The brands which are successful thoroughly understand how to engage with their key stakeholders – consumer and the media. If the campaign is successful it is (almost) always able to create a huge impact on both the stakeholders. A few things in my opinion that make experimental marketing a PR success are as follows: Read more “Experiential Marketing & Public Relations – A Deadly Combination in B2C Space”

How are event partnerships key to Public Relations?

Public Relations is a profession that highly depends on building and maintaining relationships with various stakeholders. A lot of people mistake the profession to be just about ‘media relations’ and in that light they forget the value contributed by other relationships. While there a lot of aspects to our profession, I am going to focus on event partnerships only in this blog:

Read more “How are event partnerships key to Public Relations?”

A secret sauce for Content – Review of The Content Code by Mark Schaefer

The Content Code follows best sellers – Tao of twitter and Social Media Explained (reviewed by Amith Prabhu and Radhika Nandwani respectively) by Mark Schaefer

Read more “A secret sauce for Content – Review of The Content Code by Mark Schaefer”

Are we in the field of Communication or Communications?

A few weeks ago, I was a part of a discussion between two senior Public Relations professionals on the correct usage of the words ‘communication’ and ‘communications’. While one of them pointed out that the name of our school which is ‘School of COmmunications & REputation’ should be replaced by the word ‘communication’ the other of course was on the other side of the table. My first reaction was ‘how does it matter!?’ but the conversation left me highly confused.

Read more “Are we in the field of Communication or Communications?”

Building a Personal Brand

A large number of business or buying decisions are made on the basis of personal brand value, and not just the rational factors behind it. Several professionals, who are on the front lines of business development or other transactional interpersonal interactions, would agree that it is not just the value of their organisations’ brand, but also their own that plays a role in the success of these transactions.

Read more “Building a Personal Brand”

Book Review: Improvise: Unconventional Career Advice From An Unlikely CEO

“Did I fail? Probably. Did I gain valuable experience? Definitely. Did my failure contribute to my eventual success? Absolutely.”

Read more “Book Review: Improvise: Unconventional Career Advice From An Unlikely CEO”

Building The Brand India – Wasted Opportunity

Over the bygone weekend, SCoRe was the Academic Partner at IPRCCA, organised by exchange4media. E4M created quite a differentiated experience for a conference of this sort. One of the two panel discussions on the conference’s Theme – P3 India: Perception- Position- Proposition was on “Soft selling Culture & rebuilding brand India” – How can Changing perceptions and re-positioning a country’s image help arrive at the right value proposition?

Read more “Building The Brand India – Wasted Opportunity”