Nowadays, every other company needs Public Relations and not only companies, even Individuals who want to create their branding, they also need public relation services. But to become a fantastic public relations professional one has to have certain skills, which is essential to become successful in the industry.
Here I am mentioning 4 key skills essential for every public relation professional/publicist.
- Communication Skills – As we also know that we are living in a world where English has become a global language. And as a public relations professional, you have to equip yourself with good communication skills. Communications skill is not only about speaking in English. Nowadays voice modulation and using worlds that are smooth to the ears also matters. When you speak, you need to be witty and attractive. The reason behind this is, most of the time, you will speak to the people who are not known to you and to break the ice, what else could be more effective than wit.
- Creative Writing – Creative writing is another skill that Public Relations Professionals have to gain. Writing becomes important as when you share your pitch note or story idea with the journalist it should reflect your creativity. When you use your creativity in writing, it becomes easy to crack the story. Because most people use similar kinds of trends and that is why it does not grab the attention of a journalist. Thus creative writing is another bow in which a public relations professional needs to crack the story.
- Strategic thinking – Strategic thinking is important for anyone who wants to build a career in the same field. Now when we talk about strategic thinking, what does that mean? strategic thinking is creative thinking, which helps an individual to create a strategy for the public relations/communication campaign. For example, when Vicks came up with a campaign called “Touch of Care” it created quite a noise in the industry. And when you watch it, you realize that that is a result of strategic thinking as they have used Emotions quotient with their brand communication. As we all know that Vicks helps us in relieving cough and cold and so they used the campaign with mother love. They also addressed the taboo of showing a transgender as a mother. The campaign was super duper success and won a lot of awards. Hence, strategic thinking remains a key skill if you want to build your carrier in public relations.
- Interpersonal Skills– People who do not know the meaning of Interpersonal skills, let me put some light on this. An interpersonal skill according to the Oxford dictionary means “the ability to communicate or interact well with other people.” As we all know public relations is all about personal connections and communications, you can understand how crucial it becomes. For example- when you call and journalist and the journalist is driving or seems busy over a call, it is interpersonal skills which teach you to respect the other person and in that case, apologize and keep the phone asking the right time to talk. This is the skill that teaches you to interact with empathy, remember important dates, etc.
So, as you can see the skills I have mentioned above, anyone who learns it will become perfect with good practice. But without these skills, it becomes very difficult to become a good communicator.
All the very best for your future.