PUBLIC RELATIONS SKILLS

Public relations is all about cocktail parties, fashion shows and lunching with ‘the press’, right?

Wrong!  Yes there is a social element to job,  but don’t underestimate the talents and skills required to be successful as a public relations professional.  First of all there are the hard skills that are fundamental.

First among these is the ability to write.

You must also:

• be a skilled researcher
• have excellent computer skills including Internet applications
• understand technical requirements and production processes, (print, broadcast and online).
• have an excellent knowledge of publishing industry and the media

Other priority hard skills include:

• photography/videography
• sound engineering/audio production
• website design/development skills
• graphic design/illustration

Softer skills are also crucial for a successful career in public relations.  These include:

• the ability to work under deadline pressure
• presentation skills
• interpersonal communication/people skills
• innate creativity
• stamina (long hours are the norm)
• organisational skills
• ability to work in a team

PR is not all parties and gala lunches; that’s for sure. But it’s a rewarding career that delivers great job satisfaction.  No two days are ever alike and you get to go places and meet people that you’d never thought you would.  Early in your career the pay can be quite low compared to other professions, but as your skills and experience develop the sky is the limit for earning potential.