Working in the field of public relations can be challenging because of high pressure and demanding work expectations. Working as a PR professional is exciting because these individuals maintain the health and success of their company’s image and brand.
One – Communication
All PR professionals must have excellent communications. This means that they must be ready to write effectively for all audiences, provide client material on short notice, create internal communication and draft a variety of PR materials. This could include materials used for media relations, such as bios, backgrounders, press releases and contributed articles, as well as marketing communications, such as brochures, web site content and marketing video scripts. PR professionals must be able to quickly and accurately create social media content like blog, Tweet and Facebook content. PR professionals may be asked to create formal publications, which include the writing, editing and design of newsletters, and written external communication for public events.
Two – Account Management
PR professionals need excellent account management because they lead the day-to-day account activities for their clients. They may manage multiple projects, review complex account details, problem solve as issues arise and ensure tasks are completed timely and accurately. In order to meet program goals, they must measure progress, performance and client satisfaction levels. They must consistently anticipate client needs and exceed client expectations. PR professionals work with a variety of both internal and external clients. They help manage PR and media budgets, so they may even process invoices and create payment requests related to communications projects.
Three – Strategic Planning
PR professionals need planning skills in order to develop key components of PR programs, meet clients’ business objectives and build well-structured communication plans. They must know how to draft and maintain various crisis PR plans and implement specific communications strategies to address unexpected crisis issues. Part of strategic planning involves collaboration and brainstorming with teams and across departments to develop the best ideas. They coordinate the planning of effective PR, marketing and communications events, programs and initiatives. They must ensure that every project maintains the highest standards of quality, consistency and efficient use of resources.
Four – Media Relations
PR professionals must maintain positive media relations in order to promote their organization’s reputation. In order to do so, they must be able to create media strategies and story angle development. This means that they must understand the business sides of journalism, broadcasting and social and digital media. They monitor various media landscapes, oversee media list management and may supervise and train PR and marketing employees. These professionals must know how to develop and maintain positive relationships with local, regional and national media organizations. They need to know how to serve as primary media contact and identify potential media opportunities.
Five – Social Media
Social media skills are a must for PR professionals because they must use it to develop strategies and leverage benefits for their clients. They must be familiar with all standard social media platforms and understand the associated PR and media dynamics. They monitor digital and social media landscapes to readily respond to online comments, complaints, trends and media inquiries. They actively monitor company-related social media coverage for overall tone, reach and message. They must be able to plan various online and social media communications under limited supervision. They push for improving social media performance through recommending and providing input to departmental discussions.
Anyone who works in public relations will need a related bachelor’s degree and three to five years of experience in business, marketing or communications. According to the BLS, the job outlook for PR professionals is good and expected to continue growing at six percent through the year 2024.