Comments on: A View on Skills for the PR Professional of Tomorrow

By: sakshi jain

sakshi jain — Thu, 22 Jan 2009 21:39:12 +0000

As the various disciplines of Marketing, Branding and Public Relations/Communications continue along the path of convergence (versus the diverging efforts of individual departments working in silos), it seems only natural that the future of Public Relations lies in the synergy of old world, sound business practices (ROI’s, creative briefs, CRM’s) with new media technologies and channels (Web 2.0, social media, SEO’s) to create the most effective, robust and relevant PR/Marketing strategy for your organization. I concur that effective writing skills and the ability to think critically are the cornerstone of the PR field – in fact, these skills are the foundation upon which an effective campaign can be built.

The remaining 13 skills listed focus on new media centric aptitudes; the ability to identify and engage with influencers online and offline, to design/deploy SEO programs and to create multimedia content are just a few of the tools PR professionals must use to communicate with and/or influence the modern-day target audience. Whereas the media strategies of yesterday fed information to a more passive audience, today’s tech-savvy consumer is more interactive and knowledgeable, a fact poignantly captured last week after flight 1549 crash-landed in the Hudson river: the first reports and photos came from a rescuer aboard a boat en route to the scene – he used twitter to alert the world.

Thus, the PR professional of the future will be more actively involved with the target audience, using the same tools the users utilize to convey messaging strategies that are media rich – blogs, videos and other interactive vessels will create a dynamic exchange where the final product (never final) is developed as much by the intended user as it is by the PR professional.

By: Sunaina Bhatnagar

Sunaina Bhatnagar — Wed, 21 Jan 2009 21:32:30 +0000

Being new to the field of public relations, I found this list to be very helpful and an excellent guide for beginners. When I begin working in the industry, I will definitely refer back to these guidelines. With that said, I think those already in the field can also learn a great deal by practicing these principles.

One thing I would like to add to the list is the importance of “knowing” your audience and the media. What I mean by this is that it’s extremely beneficial for successful PR professionals to understand who it is they need to reach with their messaging. This is everything from demographics to lifestyles to interests, et. al, that can help filter a message so it reaches the right audience.

An easy way to filter the messaging is to research both local and national media outlets to find those that can help your cause. This can be in all forms, from the Internet to print to TV. Finding a reporter with a relevant beat, or a publication/tv show, which devotes a related segment can be important resources. With the right outlets and personalities, a message will reach its intended audience.

By: Alec Jeffries

Alec Jeffries — Wed, 21 Jan 2009 21:26:17 +0000

To condense the fundamental skills of a public relations professional is a bold challenge. In my opinion, Mr. Bell’s thoughtful integration of techniques outline a harmonious checklist for the developing PR specialist. However, the importance of timeliness is understated. The ability to quickly react, educate, analyze and implement solutions in a dynamic and fluctuating industry is essential. Through my professional experience as a corporate analyst, I have learned that a well-organized time management system is beneficial. With speed comes responsibility. Luckily, technology allows for accelerated education and communication practices in both the offline and online PR contexts.

By: Jacqueline Sibanda

Jacqueline Sibanda — Wed, 21 Jan 2009 21:12:45 +0000

I can suggest a #16 and that is editing. Communication is moving closer to the two-way model than ever before so it is important to leave room for a dialogue or conversation as mentioned in John’s piece. Writing is key and editing or choosing what to include, or not as the case may be, is just as important. We live in a time of constant demand on people to read this or that. I tend to read short items on the go and procrastinate on longer items “until I get time to sit down and read this.” Communicators must edit, edit and edit some more to be heard or read.

Secondly, when I registered for my classes I debated for a while on taking this class or Media Relations and Messaging which is at the time on the same day. I made a conscious decision to go with digital because I felt that media is not as important as it used to be. I’m glad to see that John agrees and has Media third after Digital and Strategy in the breakdown of essential skills.

By: Sunaina Bhatnagar

Sunaina Bhatnagar — Wed, 21 Jan 2009 21:02:38 +0000

Being new to the field of public relations, I think that this list is extremely helpful and can serve as a valuable guide for beginners. I will definitely be referring to these steps when I find a job in the field. With that said, I think those who are aleady in the field can also learn a great deal from the recommendations in the list.

One step that I would like to add to the list is to “know” your audience and the media. I think it’s very important for PR professionals to understand who it is they are trying to reach. A thorough knowledge of the kinds of people that need to be targeted with messaging is essential.

A way to ensure that the right people will be exposed to your message and products/services is to make proper use of magazines, newspapers and TV newscasts/shows. Doing some research to find out which reporters and publications do a good job of covering certain issues will save a lot of time and money. A reporter that covers a relevant beat or a publication or TV show with a related segment can be great assets. Identifying the right medium and personalities can go a long way in helping PR professionals find success.