This story was originally published on PR Daily in September 2014.
PR has drastically changed in the past decade. The ever-evolving
industry causes PR pros—particularly leaders—to work extra hard to stay
ahead of the
How can mid- and senior-level PR executives move past the constant
speculation of what lies ahead to take charge and implement new,
initiatives that will shape their companies' futures?
To become an influential leader, there are five qualities PR pros must possess:
Visionary leaders are big-picture thinkers. They see beyond what is, and
envision what could be. In PR, the key is to always look ahead,
see where the industry is going and visualize where your company can go.
It's critical to consistently search for opportunities and develop new,
Those with inquisitive minds fearlessly question, explore and understand
what is beyond their comfort zones. Being a leader does not mean your
process stops. There is a larger call to absorb knowledge—especially in
such an evolving market.
It's as true in PR as it is in life: If you aren't willing to accept
discomfort, you will never know what you're capable of. Successful PR
adapt to their environments. Leaders who celebrate change are not afraid
to let go of what was; they embrace what can be and open the door for
4. Effective communication skills:
PR is about organizations communicating with their target audiences. You
can be a thought-provoking and adaptable visionary, but if you can't
your ideas to employees, peers, customers and potential customers, your
ideas are useless.
5. Willingness to invest in relationships:
Relationship building is key to any organization's success, but it's
even more critical in PR. When leaders build relationships with their
clients and colleagues, they show they care. People want to work with
those who are genuine.
The path to PR leadership is not always easy, but leaders understand the
many qualities it takes to be influential and take charge of charting