THE PR SKILLS SPECTRUM

I recently took part in a relationship style questionnaire and discovered that I’m a harmonising realist. Apparently I’m co-operative and accommodating but also practical and level-headed. These are all good attributes to have as a PR practitioner. It seems I should concentrate on the things I’m not to become more adaptable. I feel that being adaptable, flexible and a generally easy-going person is very important as a PR practitioner. This could relate to a GP who has to deal with a variety of different people on a day to day basis, therefore they must be easy-going, flexible and most of all calm.

Flexibility is an absolute necessity in PR. You may begin your career as a PR practitioner in entertainment and then shift to healthcare which is a completely different. You must be able to shift your skills to apply wherever you may be needed. This could relate to being a parent as there are many occasions where one might need to shift their parenting style. For example, there are times when one needs to be a strict parent and others when one needs to be flexible and understanding to the child’s needs.

To have a successful career in PR, knowledge and research skills are essential just like a research professional. You must be able to apply yourself in a variety of ways; therefore soft skills are vital along with presentation skills. It’s crucial that you can put together a presentation that isn’t going to send people off to sleep. You need to ensure your own individual creativity shines through and also be able to conform to a brand image if needed. Attention to detail like the law profession is beneficial, for example ensuring that all presentations, press releases etc. are proofread. These are all mediums of communication, it’s vital to be able to communicate effectively with anyone.  You must be professional and treat all clients the same even if you have differences. These attributes relate to the teaching profession. Teachers must ensure anything they show their pupils is correct. They also have to make sure subjects are interesting otherwise it makes their job harder as the pupils are less likely to pay attention. Also the need for soft skills and presentation skills are vital in the teaching. Finally, teachers have to treat all pupils as equals which relates to putting differences aside and treating all clients in the same manner with respect.

Public relations is about building relationships with people and maintaining a good reputation. A PR professional can be required to attend interviews, conferences and evening events. Therefore a PR professional must have a good work ethic and must be willing to put the same amount of effort into their job whether its 11am or 11pm. At events you must be able to communicate with a large variety of different people and remember their names! Again this relates to the teaching as it’s important for a teacher to remember their pupils’ names at primary and secondary school levels.

The ability to get in touch with someone and stay in touch is a vital attribute for a PR person; this capability can put you ahead in the game. For example, having contacts in journalism when you need a press release publicised could potentially get your release on the top of the pile. This brings me onto the next aspect of the spectrum which is a flair for writing. Being able to write in a coherent and precise way is another vital attribute. Being able to engage the reader could be the difference between your press release going in the bin and it being published for your publics to see. All of this relates to the journalism profession, because journalism is so competitive it is very important for a writer to ensure their article is interesting and engages the reader. It could be the difference between them writing about something that interests them and writing about something less motivating. It is also important for journalists to have contacts just as it is for PR professionals, therefore the building and maintaining of good relationships relates to the profession also.

These are all fairly traditional skills needed to be a successful PR practitioner. With the introduction of social media in the industry it is vital to not only have good computer skills but the understanding of blogging and social networking. The ability to use search engine optimization, navigate social networking sites, blog and microblog are musts in the industry. This can relate to a small business owner. When owning a small business it is a good idea to be able to do your own social networking and it can benefit your business by generating interest without having to pay an external source.

It has been suggested that HSM (high self-monitors) attributes are very common amongst public relations professionals. This would propose that PR practitioners are adaptable and flexible which I have addressed. They’re likely to have a variety of friends and “Actively contribute to the smooth flow of conversation and bind participants together by using ‘we’, ‘our’ words, humour and exchanging self-disclosures…” (Johanna Fawkes, 2009). This shows that PR practitioners are likely to be good team leaders and enjoy being the centre of attention. This could relate to sports,  for example in many team sports there is a captain that must encourage the team to work together. They can do this by ‘binding’ participants together in terms of the language they use.

All in all I feel that PR practitoners attributes are consistent with, and applicable across, a variety of professions. PR pulls in a selection of attributes from a range of different professions, thus making it a sought after career due to its diversity. PR practitioners benefit from being good all-rounders and comfortable with themselves. A passion for the practice is essential for innovative and dynamic ideas. Athough there are certain attributes and skills that are desirable in PR, distinctiveness is key in terms of building and maintaining relationships. People are likely to remember you rather than you blending into the background.

References

Fawkes, J., 2009. Public Relations, propaganda and the psychology of persuasion. In: L. Yeomans & R. Tench, eds. Exploring Public Relations. Harlow: Pearson Education Limited, pp. 252-272.

Fleet, D., n.d. 14 Key Skills & Attributes For New Public Relations Professionals. [Online]
Available at: http://davefleet.com/2009/08/14-key-attributes-public-relations-professionals/
[Accessed December 2011].

Kirthi, P., 2005. 7 Skills to Jumpstart Your PR Career. [Online]
Available at: http://www.rediff.com/getahead/2005/jun/16pub.htm
[Accessed December 2011].