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Good communication, the ability to express yourself, listen really well, and ask powerful questions, will see you through any kind of difficulty in your career and your personal life. You’ll also be able to strengthen your interpersonal relationships, professionally and personally, and that counts for a lot. While it is indeed crucial that PR pros possess communication skills, there are other important qualities required to carry out public relations activities successfully.
It’s crucial that PR pros understand how search engine algorithms and SEO best practices impact their work. Without credible measurement, it’s difficult for PR to take credit for sales or increase their budget. Follow Katie Paine’s advice and do away with “stupid metrics” that measure activities and outputs. PR pros can’t rely solely on their webmaster or IT team to fix issues with communications channels — especially during a crisis. As outsourced PR services invest in more advanced online technologies, it’s important for PR pros to understand how these technology works. Instagram, Pinterest, infographics and other visual-based platforms and content are accelerating the trend of using visuals in public relations.
Bottom line: clients and employers look for PR staff that perform more than run-of-the-mill services and can perform with advanced expertise.
Which non-communication skills do you think are essential for today’s public relations practice? William Comcowich now serves as CMO of CyberAlert LLC, the media monitoring and measurement service, and editor of the CyberAlert Blog which covers PR, marketing and social media.
Public relation skills you must good in writing , listening , organising and verbal skills. In a typical two-day session, we explore topics such as: transitioning into management, understanding personality styles, managing performance, and motivating people. Poor communication is cited as a one the biggest mistakes companies make in managing its people.



Most PR people already possess the skills and knowledge to research keywords, write metatags and built inbound links. Measurement — specifically, smart measurement — is the only way for public relations to properly determine the impact of its efforts on the business. Instead, take the time to learn basic statistical analysis and assess how PR efforts bring value to the organization.
PR pros should know how to upload multimedia content, schedule social media posts, update the blog and edit website content.
These can include newswire services, monitoring and measurement services, customer relationship management software, media clip analysis and much more. PR pros must be able to think and create visually and incorporate basic photography, videography, Photoshop and design skills into press releases and marketing materials. 10 Visual Data Creation Tools for Artistically-Challenged Bloggers offers a great list of visual creation tools to get started. In 9 Non-PR Skills Every PR Person Needs, Grace Lavigne points out that if you don’t price a service properly, you may lose your company or agency income. Acquiring knowledge and skills to complement the usual PR skillset can put you strides ahead of the competition and help you get work done more efficiently.
At the end of Day 2, participants feel overwhelmed by it all and they don’t know where to begin. It is the heart of morale problems and it is also the reason behind half of all unsuccessful projects. We may sign up for a communication course in college or through a professional development program, but by then we’ve developed a long habit of miscommunicating. I’ll give you some strategies and techniques for effective communication in the next few posts, so stay tuned. Paine constructed a framework for determining whether your metrics are “stupid,” and what you can do to fix them.
It’s also helpful to have a basic understanding of what to do if your WiFi service is down.


Those in public relations should be prepared to manage a communications platform that allows the staff company to work more quickly and effectively. Prior to CyberAlert, Bill produced interactive multimedia programs and served in PR positions in major non-profit organizations. It can be viewed here: 12 Signs That Your Measurement Program Is Not in Compliance with the Barcelona Principles (and How to Fix Them). It felt awkward to place your hands on the instrument and the sound you produced was pretty awful, right? With practice, though, you became more comfortable with the instrument and your noise started to sound like music.
The same holds true for the first time you learned how to ride a bicycle, play a sport, or work at a craft. The conversation has shifted to: “do we know what we’re doing with technology?”The lack of digital skills and how it affects productivity in business has been in the news a lot lately. The BBC reports today that more than 12 million people, and one million small businesses, in the UK fall into the digital skills gap.
Productivity growth in the US has slowed to levels not seen since before the digital revolution. More than 200 million Americans are part of the digital workforce, yet only 1 in 10 says they’re proficient in the digital tools they use every day at work.
Yes, everyone needs to be able to use email, messenger, texting and other methods of communicating, but our jobs go so much further. Not only that – it’s the most used and most trusted media source (2015 Global Trust Barometer.) That makes the ability to use search and do research online a key PR skill.
In order to stay current, productive and competitive companies and PR agencies must make digital skills training an integral part of their strategy.



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