3 skills the next generation of PR pros must cultivate

As PR roles incorporate more tasks—including video creation and data measurement—the industry will look for a wide range of skills from new hires. What tasks should PR pros develop?

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This article originally appeared on PR Daily in March of 2018.

As the media landscape changes, PR pros must adapt.

Client’s communication desires are progressing meaning that agencies are starting to expand services for broader communication value.

The typical skills of a PR practitioner range from content creation and executive coaching to media relations and research. However, the days of relying on earned media relations are gone. While press releases and SEO are, of course, still relevant, incorporating creative images and video have proven to greatly increase engagement. It’s imperative for entry level candidates to develop these assets to see success with their clients.

This means the new PR employee needs to develop a new skill set to have a thriving career.

Here are three skills all PR hopefuls should develop:

1. Marketing skills

As PR and marketing align more (and many outlets start requiring payment for placements) it requires PR professionals to understand the media landscape beyond the traditional earned sector. This is especially true as the lines between paid, earned and owned continue to blur.

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