Top 4 new skills all PR professionals must have
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UPDATE: Per some great feedback, I changed the title of the post from “Top 4 skills all new PR professionals must have” to “Top 4 new skills ALL PR professionals must have.” The skills mentioned in this post are not just for new grads, but new skills that all in PR should have.
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If I was graduating from college today as a public relations or communications major, the five skills below are ones I must have. These are NEW skills for PR professionals, meaning in addition to traditional skills. These are skills I currently use in my every day life and ARE NOT skills I was taught in college, nor in my first years after school. Whether you’re new school or old school PR, these are skills we all must learn (and use).
#1 – Basic HTML code
I’m not saying you must be a HTML code wiz, just learn the basic commands like:
- Creating a title: To create the title above I simply added <h1> before and after the words. Not too hard, right? I even keep a cheat sheet on my home and work computers.
- Adding and embedding hyperlinks: You’d be surprised how many places you must enter HTML code when embedding hyperlinks.
- Inserting images: Everyone loves a good picture, especially in blog posts.
- Copying and pasting HTML code: I consider this a basic. Many times people will create ready-to-use HTML for widgets and badges. It then becomes a matter of copying the code and knowing where/how to paste it.
I use basic HTML code EVERY DAY. From Facebook notes to blog posts to social media news releases–basic code is essential.
To get started, here a few sites to bookmark and visit when you need it:
- HTML Code Tutorial
- w3schools.com: HTML Basics
- WebSource: Basic HTML Tags/Codes/Web Page Design
- IBD Host: Basic HTML
#2 – Search Engine Optimization (SEO) for PR
Don’t know what SEO is? It is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results. (Does that Wikipedia definition still have you saying, “huh”?)
As a public relations professional, SEO allows you to:
- Garner media coverage
- Create quality keyword anchor backlinks for your website.
- Rank in Google and Yahoo News for your keywords
- Bring content to your audience
If you want to go beyond basic SEO for public relations, check out experts like Brent Payne (@brentdpayne) SEO director for Tribune Technology. In fact, the previous sentence was all SEO for Brent! I’m driving traffic to both his site and his company’s site by hyperlinking to them.
#3 – Social Media Release (SMR) or Social Media News Release (SMNR)
Okay, I’m sure most of us can agree that we’ve “been there, done that” with the “is the press release dying” conversation. While some are busy having the conversation, others of us are using social media news releases (SMRs). I use SMRs to distribute information to the media, increase SEO and CHANGE THE WAY people are interacting with my organization’s (and my own) news.
If you have no idea what a SMR is. Stop reading right now and take a look at one.
A SMR allows you to create an interactive experience with your company/business news. It includes photos, audio and video to compliment your text. Furthermore, this text can be hyperlinked and upon distribution can be shared via ANY social network.
Public relations professionals should be able to determine when a SMR is the right strategy for publicity. Learning to incorporate a SMR into a PR professional’s skill set is so important, I’m declaring it number three in the top five four skills.
#4 – Establish an online presence
If you’re reading this, then number four is a huge “duh” to you. However, new grads may not yet realize the value of a strong online presence.
PR professionals become more valuable to employers when packaged with the backing of a strong online following. Have you thought about the power of a strong network as a perk to a new employer?
If you do not yet have accounts on these social media platforms like Facebook, Twitter and LinkedIn–DO IT! I already question the credibility of anyone in the communications field who is not a part of at least one of these networks. In the coming years social media platforms will change and capabilities will improve, but a basic understanding of how to engage them in PR will remain the same.
There is more to your online presence than social media. An online presence incorporates your website, blogs, photo and video sharing sites (e.g. Flickr and YouTube), memberships on other websites–even comments you post on other sites and blogs.
These are my thoughts on the top four skills, what are yours?
52 Comments on this post
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Kristen Victory said:
This is a great reminder of some skills I need to brush up on before entering the PR job market. Thanks so much.
March 19th, 2009 at 2:59 am -
Tom Cummings said:
Great list! I’d add “monitoring the social space” to the list. Motrin Moms is the obvious example of a PR/marketing team that didn’t pay attention to what was going on with their social media campaign until it was a little too late. If they had been actively monitoring, they could have jumped in and put out the fire before it became an issue.
So maybe it’s 4a. Establish your own online presence. 4b. Monitor your brands online presence. They feed into each other as well. The more credibility you have online, the more you can handle issues when they arise. And the more you monitor the presence, the more opportunities you’ll have to engage and build your own presence.
March 19th, 2009 at 3:10 am -
Brian Gluckman said:
I think people need to also remember that being able to interface in the real world still remains a big chunk of the job. Social Media hasn’t replaced the cocktail party yet–and thank God, because who among us is really ready to start paying for our own drinks? But seriously, a lot of what I get done in PR relies on relationships I’ve either made or solidified with both traditional and new media when meeting in person, and that’s something that won’t be changing anytime soon.
March 19th, 2009 at 3:12 am -
Sarah Fuhrmann said:
Great list.
Akin to what Brian said in terms of not setting aside the core skills that still matter, I would add a solid knowledge of writing, grammar and spelling. Almost to a one the new PR grads I’ve been most impressed with over the years — and more importantly those who have had the most career success overall — have been the ones who can write an engaging, clear, typo-free sentence, be it for a news release, blog post, Web page, whatever. There seems to be a correlation between these skills and being able to do the rest of the job well.
March 19th, 2009 at 3:38 am -
Daniel said:
yes, these are all essential skills, but I agree with Brian. I’ve taught a few PR classes to undergrads, and I always start with the same schpiel. In PR, you need to be able to Read (as in between the lines, but also be someone who can consume a lot of info quickly–to Todd’s point), Write and Relate (to Brian’s point).
March 19th, 2009 at 3:41 am -
Abby said:
“Learning to incorporate a SMR into a PR professional’s skill set is so important, I’m declaring it number three in the top five skills.” *top four skills
Great list. I’m a recent grad, and things are changing so fast that these aren’t things we learned in classes. They are things there was speculation of, but they’ve really taken off lately and are necessities.
March 19th, 2009 at 3:46 am -
Lou Sagar said:
I would add that younger public relations professionals having the ability to articulate how the media landscape has changed for promotion of brands, products, and services..so core understandings of the science of the Internet, and the art of conversations..really are important to have well integrated…PR and IR..definitely going thru the big paradigm shift over next 24 months..Invite the customers to the dinner table…but do your best to keep them out of the kitchen…
March 19th, 2009 at 4:00 am -
Miiko Mentz said:
Excellent post and I couldn’t agree more. Those are definitely four key skills. I might add that after learning basic HTML, having a basic understanding of XHTML and CSS is helpful, and throw in a little Photoshop and video editing to the mix, too.
However, above all else, good writing is key. I can’t tell you how many kids come out of college who can’t write well. Sigh.
And for those who want to go into tech PR, I’d advise them to not major in PR/Comm, but rather computer science and minor in PR/Comm.
Once again, great post Sarah!
March 19th, 2009 at 4:32 am -
Josh Morgan said:
#1 skill that all PR people should have: Ability to listen.
March 19th, 2009 at 4:32 am -
Nicole Bovey said:
Wow, things have changed since I graduated in 1992 from SJSU in PR. I never practiced though after graduation, so I am way behind the times. Your post was very interesting. Thanks.
March 19th, 2009 at 5:41 am -
Jamie Read said:
Thanks for this list. Whether you are new to PR or not, in a tech-savvy market or (like me in the Middle East) in one that’s starting to catch on, these skills and the ones mentioned in the comments above are all relevant.
As Tom mentioned, monitoring should be on this list, however I would go further to say that we need to look and listen also within the entire online conversation, whether it is directly related to our clients’ brands or not. How else can we understand and identify the trends and memes that give those brands relevance?
March 19th, 2009 at 11:35 am -
Angela Hernandez said:
What a great post. Thank you for the advice. I have about a year of college remaining before I enter the field. I’m glad I have some time to gain a better understanding of these important areas.
March 19th, 2009 at 11:39 am -
Marifer Rodriguez said:
Excellent four. Definitely must-have skills in today’s PR world. Having an online presence is so important that I also (as you) question the credibility of those communicators who don’t have one. Great additional links too. Excellent post Sarah. Thanks.
March 19th, 2009 at 12:56 pm -
Wendy Van Parys said:
Terrific post + an absolutely essential list for anyone who expects to remain relevant in PR. The way customers get information is changing rapidly. If we aren’t fluent in Web 2.0, how can we hope to be prepared to communicate for our clients in a semantic Web 3.0 world? I would add these skills/traits to the list: 5. eagerness to learn (read @dmscott New Rules of Marketing & PR, follow industry leaders like @briansolis and @prsarahevans), 6. a talent for building relationships (listen attentively, pay it forward and always say thanks), and 7. the ability to write copy that resonates.
March 19th, 2009 at 1:06 pm -
Kathy Winter said:
Excellent information! And don’t be afraid of html…it’s not that difficult to master the basics. A good book is Head First HTML (they have a whole series on other programs, too!)
March 19th, 2009 at 1:17 pm -
Jay Lane said:
I think this is a great post. I agree with what Miiko said about writing. We all know that the way you learn to write in college is completely different than it’s done in the real world. You have to start with a good base though. Good communication skills (i.e. the ability to present ideas/concepts to other) in general are extremely important.
March 19th, 2009 at 1:34 pm -
Heather Whaling said:
I totally agree with the importance of possessing these skills. I attended a PR luncheon a couple months ago where the discussion focused on Twitter. I was *shocked* how many PR people (and not just the gray-haired ones!) had no idea how to use the tool for their clients … or themselves.
Having spent my career on the agency side of PR, I’m always looking for new ways to pitch clients, new trends in their industries, etc. Incorporating technology should just be an extension of that “stay ahead of the curve” practice. As PR people, we’re probably doing our clients a disservice if we don’t understand how technology can help them achieve their PR/marketing goals. Many clients are starting to realize that this stuff is important — but they don’t know how to do it themselves. Tech-savvy PR people can make themselves that much more valuable to clients.
Great post, Sarah!
Heather (@prtini)
March 19th, 2009 at 2:04 pm -
Rhoda Meek said:
Great article.
March 19th, 2009 at 2:36 pm -
Rebekah said:
Sarah,so true! Had we just re-graduated i hope they would have given us these insights and tools-i think we’ve all had to be self-taught to some degree since the online world has taken off so much in the past couple of years. I especially agree with #1 and #2 because i see the need for us non-web folk to be able to have some competence in these areas for our clients and ourselves. Definitely on my to-do list! Love the content you provide and love #journchat. Thanks for your leadership. Check out #Innochat tonight, 7pEST, one of my clients, @stonepayton is moderating, “High Velocity Innovation, Producing Better Results in Less Time.’
Thanks Sarah,
RebekahMarch 19th, 2009 at 2:37 pm -
Stephen Lynch said:
Great post. I really like #1 and #2, as I’m continually amazed when people aren’t able to create inline links.
When I graduated two years ago, we were required to take multiple computer classes that taught us basic HTML, etc. and everyone had a Facebook page. Keep in mind, though, that most of the big wire services have already added basic social media optimizations to their multimedia release packages (see http://www.prnewswire.com/mnr/ecoupled/34799/ for an example).
March 19th, 2009 at 5:46 pm -
Cindi said:
I am interested in the “need to know HTML” part. I am active and successful in PR (and online) and still don’t feel like I need to know HTML. I have been able to get my messages out just fine without this skill. Would this be something that just those who are young in the profession and taking junior roles would need, or something for seasoned pros too?
Also key skills:
–Knowledge of the industry and how it ticks
–Developing and being able to deliver a message that people are interested in hearing
–Building relationshipsMarch 19th, 2009 at 7:09 pm -
Michael Sommermeyer said:
I would come up with a completely different list.
1. Learn how to communicate. This means grammar, writing style and brevity. Learn how to articulate your ideas. Read a book everyday.
2. Learn strategy and critical thinking. Always be two steps ahead. See into the future. Be a sage and learn how to plug into tactics that capitalize on your prophetic nature.
3. Forget HTML. The web is becoming semantic. Learn XML and, at the least, XHTML. If you can operate a blog on Wordpress you can create a title. What you need to learn is how to semantically define information so it can be linked and re-purposed elsewhere. SEO skills would be covered by this step.
4. Be creative. Think outside the box and be willing to go out on a limb.Not to be too contrary, but I take exception to your #4. Who are we promoting, our new clients or ourselves? I don’t see how “me and my friends” are going to improve the public relations of my new company or client. I suppose if all of my friends swim in Pepsi, say, or all travel to Cancun weekly, then I might offer something to that niche. However, something tells me your ability to promote yourself, in and of itself, is not a highly sought after skill. If you are a new graduate, show me how you can generate buzz for a social cause or company and then I’ll be convinced.
March 19th, 2009 at 11:21 pm -
Tina said:
Sarah,
Interesting post. And thank you for the resources! Started out in traditional PR myself and now branched out into media marketing. Regularly enroll myself in short courses to keep up with the changing times. Simply love the constant learning process! Now I’m wondering how much of this is actually incorporated into a regular PR course.
March 19th, 2009 at 11:27 pm -
Val Nelson said:
I’m so glad you said this. I help businesses and non-profits with SEO and social media marketing but that usually entails training whoever handles the PR to incorporate some basic principles into what they’re already doing.
People are hungry to feel empowered about new media, SEO, Twitter, etc., but don’t know where to turn for some training. Classes, books, and reading online are sometimes not customized enough for their needs, or easy enough. People are knocking my door down for getting some face-to-face training on these things. It’s not that hard to learn when someone sits down with you to go over a few things that are specific to their particular goals and priorities.
March 19th, 2009 at 11:52 pm -
Dee Stewart said:
Great list, Sarah. I also agree with most of the comments so far. Solid writing skills is paramount. PR people should be creative and know how to adapt to changes very quickly. Having a positive attitude despite client and media challenges is important. Don’t want to burn bridges over a miscommunication problem. PR people also need to stay ahead of the curve on all forms of media. We also need to know how to optimize email newsletters, which has also had a resurgence and we need some basic video knowledge in the next coming months. I strongly agree with Brian that we need to continue to be great communicators knee cap to knee cap with people. We need to master starting a conversation online, then finishing the conversation where we choose to have them meet us.
March 20th, 2009 at 12:20 am -
PRsarahevans said:
Thanks for the comments, Michael. I think someone who “gets” how to market themselves AND how to build buzz around a brand is EXTREMELY valuable. Number four is not all about social media, it’s also about learning to navigate the web. For example, finding blog posts you like and commenting on them or joining an online fantasy sports team…even subscribing to RSS feeds. Actually using the tools that you may be communicating or promoting through IS an essential skill.
March 20th, 2009 at 1:41 am -
Maria Olsson-Tysor said:
Great post. Thanks so much Sarah! I did share it on twitter and hope you don’t mind
March 20th, 2009 at 5:36 am -
Wendy Nelson Kenney @23Kazoos said:
Sarah, I’m going to have to get a tutor for all that technical stuff. Programming is not my strength!
March 20th, 2009 at 4:09 pm -
Elizabeth Poeschl said:
Thanks for the helpful tips Sarah! I’ve been meaning to learn some basic HTML, so I am looking forward to checking out some of those tutorials.
March 20th, 2009 at 5:19 pm -
Scott Reiland said:
Great post. As a seasoned Marcom professional now getting more involved in the PR side of things, my mind keeps getting blown by how much is changing. I have some catching up to do with social media and this story is very helpful.
March 20th, 2009 at 6:08 pm -
Mark Krupinski said:
excellent post.
I’d add:
1) online brand monitoring and resolution
and
2) basic understanding of the “operational” chain. The lines between “departments” are blurring more and more every day. Given the power potential of social media, it is vital to take into consideration all areas that may be potentially “affected” by a proactive / reactive online response.
In no way am I advocating paranoia driven leadership with this last one, just common sense –
What just happened with the facebook redesign poll is a perfect example – see: http://www.techcrunch.com/2009/03/20/facebook-goof-cripples-controversial-homepage-poll/Cheers,
Mark
March 20th, 2009 at 11:02 pm -
Jamie Favreau said:
Thank you for posting this I currently am using most of these. I still have some trouble with HTML but I know how to tweak things but I can see why it would be a good thing to know. I learned with my blog how important your links can be by just hyperlinking.
I am still wondering about the Social Media Release but it is also a great way to get your name out there if you are looking for a position. It might be guerrilla way of doing so but it is a way to stand out in the crowd.
March 21st, 2009 at 9:53 pm -
Ebay Tools said:
I like your this post and I have submitted into a digg I hope you don’t mind
March 25th, 2009 at 12:58 pm -
Pat said:
One more thing to add, which will help jumpstart your SEO efforts… Check out Village Voyage, which is a city wiki for every city. (Wikis, much like blogs, are great for SEO.) Create or update your company’s page on http://www.villagevoyage.com/wiki/Category:States
Feel free to add photos, links, videos, logos, & more. ‘Hope this helps!
April 8th, 2009 at 9:25 pm -
Kalia said:
Wow. This is some great and helpful much needefd information. I currently have my undergrad in Marketing. I’m looking to get my MBA in PR, but I’m not sure if on-line is the best route. Can anyone out there give me some pointers.
Thanking you in advance!
June 4th, 2009 at 6:02 pm -
Kira Young said:
Thanks for the great info! I’m a PR/Advertising senior this fall and anything I can do that will help me get a leg up on the job market in the spring is great. I really appreciate you sharing your knowledge. : )
July 10th, 2009 at 3:24 am -
ramon b nuez jr said:
This is a great list but if you are learning HTML then also throw in CSS. They go hand in hand. Anything more than that I think you are venturing into the world of web technologies. Which may not be a bad idea depending on your involvement with your customer.
As far as building a presence I would say live Chris Brogan’s Presence Framework: http://www.chrisbrogan.com/a-simple-presence-framework/.
July 10th, 2009 at 3:25 am -
Leah said:
Great start, although I’d hesitate to make it ALL encompassing. At a Fortune 500 you may find that you NEVER touch HTML, while at an agency, you may use it daily. Glad you called out that it all depends on strategy. Other than that, I am definitely going to pass this around!
July 10th, 2009 at 3:59 am -
Jacob Høedt Larsen said:
Not sure about the basic HTML, but I cannot disagree on 2-4.
July 10th, 2009 at 7:16 am -
printing said:
Hello ,thanks for sharing this nice topic…
August 10th, 2009 at 3:13 am -
generic pharmacy said:
This is an awesome list but if you are learning HTML then also throw in CSS. They go hand in hand. Anything more than that I think you are venturing into the world of web technologies. Which may not be a bad idea depending on your involvement with your customer.
August 26th, 2009 at 3:50 pm -
Driver Detective Review said:
This is a great post for not only PR professionals but anyone looking to do any work or promotion online. I agree with one of the other commenters though (just happened to see their comment while typing mine); that CSS should be added to the list. If they learn CSS it will be so much easier to manage your sites, pretty much no matter what platform it is on.
September 30th, 2009 at 6:49 pm -
porn said:
soo good article
April 9th, 2010 at 6:46 pm
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