Have you been told that you’re great at communicating? Are you diplomatic, positive and consider yourself a bit of a creative thinker?
These are just some of the skills needed as a public relations (PR) specialist.
As someone working in PR, you’ll be responsible for communicating and building mutually beneficial relationships between your organization, key stakeholders and the public.
A career in PR is fast-paced, challenging yet highly rewarding. Your skills in PR will give you the chance to meet different people from all walks of life, create compelling marketing campaigns and boost the reputation of your organisation, brand or client.
Sound good? Then read on to find out the top 6 skills needed to be successful in PR and why a career in public relations is right for you.
What does a Public Relations officer do?
Typically, an organization will hire public relations personnel to bridge the gap between themselves and the general public. They may also use a PR specialist to manage their public image via social media, marketing campaigns, press releases and events/fundraisers.
Working in PR, you are responsible for promoting your organisation’s public image. This also includes handling a media crisis or bad publicity.
PR specialists work for a variety of organisations, including government, schools, media outlets, sporting organisations and more.
Is PR right for you?
There are many benefits of a career in public relations. As well as being a ‘glamorous’ job, PR includes many perks including:
- An attractive salary (the average income of a PR specialist is around $67,000 with a base salary of $54,000 and a top-end salary of $111,000.)
- Job security and job satisfaction: positions in PR are always in-demand, providing flexible working options and opportunities to be promoted.
- Opportunity to learn as you go: PR is an evolving industry requiring constant on-the-job training and learning to keep up with new technology and social trends.
Public relations is a far-reaching field, providing endless career paths. Once you’ve stepped foot into the PR realm, you have an opportunity to expand your skills. Some people have used their experience in PR to then become Publicists, Journalists, Market Analysts and Liasion Officers.
6 Essential skills in PR
While a Degree in Communications or Marketing is beneficial, it isn’t the only thing that makes for a successful PR specialist.
Here are some of the skills that are highly-regarded in a PR specialist:
1. Good people skills
A good PR specialist is someone who is personable. They are able to talk to people of all backgrounds and are tactful in their interactions. Communication skills will also help you work more effectively as a team and equip you with the ability to network and articulate your ideas clearly.
While many people would assume a career in PR is built for extroverts, those who are introverted can also excel in PR. It doesn’t matter where you lie on the personality spectrum, so long as you are approachable and socially aware, then you’ll do well in this field.
2. Able to multitask
Working in PR, you’ll be faced with multiple tasks and tight deadlines. You have to be good at organising meetings, presentations, press conferences, events and product launches. For this reason, time management and multitasking abilities are strong requirements for any PR superstar.
Depending on your job, you may have to work overtime or plan schedules during your ‘off’ days. Adaptability and flexibility is key here, so if you have the flair for juggling different demands with ease, PR is calling your name!
3. Social media skills
PR specialists must be good at social media. From creating posts, using hashtags and conducting audience research to the more technical aspects such as:
- SEO and keyword research
- Trend analytics and web analytics
- Using audiovisual media and graphics
- Understanding social media metrics for data-driven digital marketing campaigns
Now that social media and technology have evolved, audiences are relying on content that delivers a powerful message along with appealing visual elements. PR specialists these days should know the ins and outs of multimedia and social media to improve the exposure and success of their organisation.
4. Resilience
A career in public relations means you have to be able to roll with the punches.
Self-confidence will ensure you’ll be able to quickly bounce back from failure or learn from mistakes. Since you’re dealing with a wide host of people, organisations and stakeholders, you’re likely to encounter a fair share of critics and bad press days.
Developing a thick skin and knowing how to handle difficult people or situations is a vital skill to have if you’re considering a career in PR.
**5. Creativity **
PR specialists are out-of-the-box thinkers, possessing a real knack for creative thinking.
Whether writing a new campaign, staging an event or finding new ways to attract clients, PR specialists are constantly having to be creative.
Those who are successful in PR help cultivate their creative thinking and problem-solving skills by staying on top of industry trends, trying different approaches to writing and marketing styles, and remaining proactive.
6. Collaboration
The current online landscape means that PR specialists need to be able to identify and collaborate with other online influencers.
From Instagram to YouTube, social media influencers play a big role in gaining and commanding attention to your organization, brand or product. So if you’re hoping to make a successful career in PR, you need to be willing to build an influencer outreach strategy and maintain collaborative ties to others within your network.
A career in public relations is one that is forever changing and evolving. One day you might be planning presentations, the next you might be building your agency’s social media presence. While PR is known to be a coveted job with a lot of perks, it can also be demanding and requires someone who is willing and able to take on any challenge thrown at them. The above PR skills will allow you to go far in your career, giving you the chance to broaden your job prospects and gain greater influence within the field.