public relations…social media…commmunications…marketing. Repeat.

PR Daily recently posted an article titled, “5 Skills Every PR Professional Needs.” Although I think this article does a great job covering the basics, I would like to add five more essential skills to that list.

• Multi-tasking: As public relations professionals, we often wear many hats. We are graphic designers, writers, editors, event coordinators, webmasters, copy writers…the list goes on. It is important for us, whether on the agency or in-house side, to multi-task. Being able to multi-task well can definitely work in your favor. But, it can also be your downfall.  A good multi-tasker is organized, first and foremost. Need help decluttering your life so you can restore organization? Check out a post I wrote about decluttering your work life.
• Researching: Public relations professionals need to be great researchers. In order to provide the WIFM (What’s In it For Me) factor for journalists, we must be able to provide the adequate research that lets them know why our news is important, why it’s important for the journalist’s audience, what our news could mean for the industry/community, etc. Research is also important in other areas of public relations, including speech writing, media or interview prepping and backgrounders.
• Adapting: As marketing and public relations professionals, we must know how to adapt to our environment. Whether through the way we speak to consumers and the media or the extra roles we may take on, we have to be flexible at all times.
• Understand the business: It has been said that communicators make poor business people and vice versa. Let’s dispel that myth. Communicators need to have a seat at the board room table. When making your communications or public relations plan for the year, you should be using your company’s business goals as a guide. If you can prove how public relations helped the business grow or generate revenue, you are essentially proving your value to the company as well.
• Understand new media: Online video, podcasts, social media, QR codes, mobile and group coupons…have I lost you? Trends in communications are continuously evolving. As public relations and marketing professionals, we must have a thorough understanding of new media. It’s not necessary to be expert in every form, but we need to understand the uses and appeal of each.

It is important to remember that some skills may vary depending on the industry. So, what are your thoughts on this list? Anything you’d like to add?