Must-have skills for a career in PR&.

A career in PR takes more than a good degree. To be successful you need to be an all-rounder with skills in everything from research and communication to writing and creativity. Here are the top five skills the sector favours:

1. Communication skills

Most importantly, if you're considering a PR career you will have to be a good communicator. You will not only need to be a confident speaker, but an excellent listener too. This doesn't necessarily mean you will have studied for an English or foreign language degree, you could be a scientist or technologist who has a great knack for explaining complex concepts.

A PR professional has to be sensitive to subtle nuances in language and culture because the job will involve communicating with a range of people across different mediums (social media, in person, on the telephone and in writing) across different territories. You will need to be able to appreciate other people's priorities and pressures.

2. Research skills

A PR person needs to be a good researcher in order to communicate accurately and authoritatively on a subject, so science or history graduates, for example, would be well-placed to deliver on this skill. You will have to keep track of fast-paced markets and be knowledgeable about your clients and their needs. You must keep up-to-speed with current affairs and enjoy learning about new markets. If you are naturally inquisitive, you'll enjoy the research aspect of PR.

3. Writing skills

You will be expected to write engaging content for clients, whether that's a guest article in a magazine, a case study or a press release. Graduates who have an excellent grasp of grammar and experience of writing a range of content – from essays to presentations and briefings – will be able to hit the ground running.

You'll also need to have good attention to detail, which not only comes in handy when writing, but also proofing other people's work. This is a vital skill to have, particularly under pressure, and it underpins good writing, research and communication.

4. International mindset

There has been an increased demand for language skills because of the globalisation of business. For instance, a UK client may lack the budget for a large PR programme on the ground in a foreign market, but has an immediate need for engaging content in that language on their website or blog. So the more languages a PR professional has under their belt, the greater their opportunity for international postings and new business.

There is plenty of scope for graduates who are fluent in foreign languages to write foreign-language content and research industry news, not to mention the option for sabbaticals or exchanges with other offices.

5. Creativity

A career in PR will present you with countless opportunities to be creative, not only in terms of writing, but also in coming up with new ways to promote businesses and approaching new clients. PR is a profession which constantly calls for fresh ideas and lateral thinking, so having a creative streak can be a crucial skill to bring you to career success.

Ex. 9. Give the written summary of the topic “PR Media Skills” (320-350 words)

Ex. 10. Speculate on the following issues of the topic “PR Media Skills”:

1. Public relations professionals are known for their perseverance in pitching the media and the ability to build relationships. What are the important KSAs (Knowledge, Skills, Abilities) you need to be successful in PR?

2. The importance of press releases in media relations work.

3. To drive the best bargain in the information marketplace you need a thorough knowledge of how it operates. To what extent do you agree with the statement?

Chapter 13. Event Management