The role of a public relations (PR) practitioner has evolved from a simple disseminator of information to a relationship builder, communication strategist, crisis manager and media manager. When the pandemic disrupted the world in March 2020, its ramifications were significantly felt in the PR industry as well.
In May 2021, we conducted a survey with PR professionals from 16 countries on the effect of Covid-19 on the PR industry (findings presented to Public Relations Society of America).
The research aimed to understand the changes in the field as well as identify the top five skills that young PR aspirants will need to succeed. These included:
1. Writing and listening are the key communications skills
Writing crisply and clearly has always been the core of communication practices worldwide. Period.
The pandemic forced PR practitioners to mostly rely on writing heart-warming content. But it also showcased how a message is written and perceived. Another incredibly important skill that came to the fore is a listening skill. Whether you are listening to a client’s brief on a new project or having a brainstorming session on zoom or Teams, you need to pay attention to every detail. The ability to write and listen are essential to a career in the PR field.
2. Storytelling
Story-telling is a great way to share a brand’s mission and philosophy even in times of crisis. It is a focal point of the PR industry regardless of the size, industry or location of the company. And, it will never go out of fashion.
There could be different formats (video, written, audio in terms of the podcast) of telling a story, but the message needs to be stronger than anything.
The brand’s values should get clearly communicated in the story or message that a PR practitioner develops.
3. Agility and multitasking
The field of PR requires an individual to work on multiple tasks at a given time. Senior practitioners prefer team members who are comfortable working in a fast-paced, multi-faceted environment.
Professionals are often required to work on multiple accounts, manage many tasks, as well engage in training to acquire new jobs skills.
4. Social media know-how/Knowledge of digital content creation
Senior PR professionals underscored an understanding of social media as a critical skill for emerging PR professionals. The use of social media and new-age media formats are expected to stay relevant in the foreseeable future.
The platform offers companies an opportunity to build a brand with maximum visibility in a small budget. Given this, organizations prefer practitioners with a working knowledge of social media and new-age platforms.
5. Zeal to connect and make an impact
Last but not the least, organizations are looking for emerging PR professionals who have a zeal to connect with their target audience despite the limitations of being in a virtual set-up.
Although the virtual mode of working has dominated the globe for the past two years, the traditional practice of in-person meetings is likely to make a comeback in some capacity.
The future of PR is likely to be a hybrid world capitalizing on a series of online and in-person practices.
Organizations are looking for individuals who can make a positive impact in the minds of their stakeholders, while simultaneously developing new strategies and tactics to implement in the future.
Source: www.indiatoday.in
