UofM Global
Top Skills Every Public Relations Major Should Have
Working in public relations (PR) can be a fast-paced and rewarding career path for those who enjoy organizing events, building relationships and communicating strategically. With a better understanding of the public relations skills that make up a great PR professional, you may be in a better position to decide if this path could be right for you.
Communication Skills
Because businesses and organizations typically rely on PR professionals to serve as a liaison between their companies, the media and the general public, it only makes sense that PR specialists also need to be skilled communicators.
Verbal Communication
Verbal communication skills are crucial in PR because these professionals are often called upon to deliver speeches, engage audiences and otherwise convey a company's message to both the media and the public. Being able to confidently and clearly communicate — sometimes at a moment’s notice — can help brands build trust and credibility with the public.
Written Communication
In many cases, PR professionals are also responsible for managing written interactions between a brand and the public. This may include anything from crafting press releases to managing a company's social media accounts. Regardless, strong written communication skills go a long way in maintaining a positive and professional image.
Active Listening
Another central aspect of communication is a skill known as active listening, which involves paying full and undivided attention to others through not just verbal cues but also nonverbal feedback. PR professionals can use active listening techniques to further their understanding and comprehension of those with whom they interact.
Interpersonal Skills
Those working in public relations rely heavily on interpersonal skills, too, particularly when it comes to building relationships and getting teams to work together effectively.
Building Relationships
PR professionals must build strong relationships with the brands they represent as well as members of the media and general public. This requires open communication and the ability to adapt to different audiences.
Team Collaboration
While PR professionals may occasionally work independently, the reality is that many work in teams — especially when representing a large brand with a heavy media presence. In these instances, being a team player and engaging with colleagues is critical because this teamwork can lead to improved creativity and problem-solving.
Strategic Thinking
By their very nature, PR professionals should be strategic thinkers who aren't afraid to look at a problem from multiple angles until they are confident they've reached a solution.
Problem-Solving
From deciding on the best way to approach a campaign to handling an unexpected PR crisis, PR professionals need to be innovative problem-solvers. The ability to quickly gather information, identify problems and come up with potential solutions under pressure can help these professionals represent their brands more successfully.
Creativity and Innovation
A sense of creativity and innovative thinking can prove an invaluable asset in a PR career. Specifically, PR professionals should be able to bring creative approaches and diverse perspectives to the table while troubleshooting the best ways to handle a PR issue.
Analytical Thinking
At the end of the day, PR professionals should also be able to make sense of data presented to them. For example, they may need to gather and assess audience data to better understand audiences and craft their messaging appropriately.
Adaptability and Resilience
Working in PR can be unpredictable at times, so remaining both flexible and resilient can go a long way toward building a successful career.
Staying Calm Under Pressure
When PR crises occur, true professionals will remain calm and collected even when pressure is high. Doing so can empower them to assess the situation objectively and determine the best way to move forward.
Flexibility in a Changing Landscape
PR is far from a static industry; those working in the field must be prepared to adapt and pivot at a moment's notice. This includes being open to changing plans based on new information, along with committing to a lifetime of ongoing learning and professional development as the field itself evolves.
Digital and Social Media Expertise
Managing a company's social media accounts is an essential aspect of the job for many PR professionals. Thus, being well-versed in these platforms and how they work can be useful in a PR career.
Social Media Management
PR professionals must know how to use social media channels to reach and engage with audiences while building brand awareness and improving a brand's overall reputation. For brands using several different social media channels, familiarity with different platforms can be an integral piece of the job.
Data Analytics
Ideally, PR professionals should also be able to leverage data analytics tools to measure the performance of social media campaigns and make improvements as needed.
Ethical Judgement
Lastly, those working in PR should have a sound sense of ethical judgment, particularly when navigating dilemmas and maintaining a trustworthy reputation with the public.
Integrity and Transparency
Because PR professionals directly represent companies, they have an imperative to be open, honest and transparent in their work. This involves maintaining open lines of communication with the media and general public as well as providing accurate information as much as possible. When errors do occur, professionals must be quick to acknowledge and address them.
Ability to Navigate Ethical Dilemmas
Ethical dilemmas inevitably arise in the PR realm — but it's how these issues are handled that matters most. Conflicts of interest, privacy concerns and ethical codes are all important issues to which PR professionals can expect to respond on the job.
How to Become a Public Relations Professional
According to the United States Bureau of Labor Statistics (BLS), public relations specialists typically need a minimum of a bachelor's degree in public relations or a similar field to enter the occupation. Internship work or other hands-on experience in journalism, social media management or reputation management can also be helpful in the job market. The same applies to professional certifications and similar designations, such as Certified Public Relations Counselor (CPRC) and Certified Public Relations Professional (CPRP).
Is Public Relations a Good Major?
A career in PR can be both exciting and fulfilling — and for those with the right PR skills, there's plenty of opportunity for growth and advancement.
Looking to sharpen your essential PR skills while building your foundational knowledge of the field? If so, it may be time to pursue a formal degree in public relations. At the University of Memphis Global, we offer an online public relations degree program that covers critical industry topics like mass communication, social media, strategic communication, crisis management and more. Plus, with our online curriculum, you'll enjoy the flexibility needed to accommodate your busy schedule.
Learn more about our online PR degree program by getting in touch today, or take the next step by completing your online application for admission.
Sources
/uofmglobal/degrees/undergraduate/journalism.php
https://www.tandfonline.com/doi/full/10.1080/10904018.2013.813234
https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm