3 ways PR pros can gain power in their careers

When people begin their PR careers, they must focus on mastering technical skills­—honing their ability to write, learning AP style rules and understanding how particular media outlets work.

As young PR pros climb the ladder, their responsibilities grow. They provide strategic counsel to clients, deliver effective presentations and manage teams to achieve revenue goals.

These responsibilities require different skills from the ones needed to perform entry-level duties. However, many PR pros fail to build and use power as they move into senior leadership roles. If PR leaders want to achieve their personal goals, they must understand and develop power, learn when to use it and be able to overcome a shortage of it.

The importance and foundation of power

Amy Cuddy, the author of “Presence: Bringing Your Boldest Self to Your Biggest Challenges,” explains there are two types of power: social power and personal power. Cuddy says, “Social power is characterized by the ability to exert dominance, to influence or control the behavior of others.” She says individuals earn and express social power through “disproportionate control over valued resources.”