“Seeking a highly-intelligent, high-judgment, self-motivated, and creative communications professional”
“Looking for a creative and strategic PR manager to join our office”
“This role requires a passionate, self-motivated and organized professional “
Even though the tools and skills PR professionals use every day are multiplying rapidly, it only takes a quick scan of PR job listings to see that hiring managers are prioritizing candidates who have soft skills and a willingness to learn, over hard skills.
In my experience, there are three soft skills that are critical to navigating the PR landscape: interpersonal skills, critical thinking and adaptability. The Public Relations Society of America (PRSA) highlights the first two in its definition of public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Interpersonal skills
If it weren’t clear enough from this definition that relationship building is at the core of public relations, PRSA adds that PR is “about influencing, engaging and building a relationship with key stakeholders.” Interpersonal skills like communication, teamwork and collaboration are rooted in a person’s ability to build strong relationships based on trust, respect and integrity. Strong relationships with key stakeholders, such as the media, clients and teammates, are key to success.
Due to industry contraction and downsizing, journalism is an increasingly challenging profession. PR professionals are in a position to ease some of the burden on reporters. By understanding a publication’s focus and what their audience values, you can pitch only stories that are a true fit, thereby easing the journalist’s workload and making them more likely to trust the news you pitch them in the future.
Strong client relationships are based on trust earned by setting realistic expectations, reliably delivering what you promise, and providing honest advice and counsel, even when it is difficult to do so. Considering the marketplace from your clients’ perspective and offering creative ways to strengthen their message and build their brand will contribute to building your own reputation, leading to referrals and growing your business.
A network of colleagues you can rely on for collaboration, advice and support is invaluable. Brainstorming with others inevitably multiplies your supply of creative ideas, and a second set of eyes on a press release or pitch can potentially catch a damaging mistake. In PR, this job can’t be done successfully alone, and having others who can take up the slack when needed is crucial.
Critical and Creative Thinking
The key to leveraging the resources of your network is the second soft skill. From prioritizing client requests and establishing meaningful metrics to anticipating obstacles and managing risk, critical thinking is a broad category that encompasses many of the skills PR professionals rely on to navigate their daily work.
Much of a PR professional’s time is spent evaluating opportunities and situations based on experience and consideration of all the risks and benefits. Consider the questions you might ask when assessing a media opportunity: is the benefit worth the time required to secure the opportunity? Is the outlet in line with the client’s brand and values? Are there other opportunities that would deliver a higher ROI?
Problem solving is another mainstay of the job. When things go wrong, evaluating what can be salvaged and determining the best next step requires strategic and tactical thinking as well as creativity. This is particularly true in crisis situations, a common public relations challenge.
Flexibility and Adaptability
One predictable aspect of public relations is change. From changes in technology to staffing changes at publications and shifting tactics, the more willing you are to embrace change and adapt quickly, the more successful you will be.
Even the day-to-day activity of PR requires adaptability. A typical day could involve developing a byline article, writing a press release, facilitating a media briefing, conducting a client meeting and following up with journalists on a recent pitch. In an agency setting, those undertakings could each be for different clients from distinct industries. Easily shifting from one task to another ensures an efficient use of valuable resources.
Flexibility is also useful when communicating with your clients and adjusting to their different styles. Whether by adopting the jargon of their industry or using the communications tools they prefer, adapting to differing client styles and expectations builds rapport and fosters trust.
In conclusion, to be happy and thrive in PR, variety should be something you appreciate and enjoy. You can play many roles and should be comfortable wearing many different hats in a single day or even within an hour.