6 skills every PR pro needs

The author looks at 2012 and explains the skills that public relation practitioners will need to succeed.

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You see, the last time PR was defined was in 1982. Yes, 30 years ago.

And, in the last five years, our industry has completely been turned on its head.

All of the journalists we spent our entire careers building relationships with were suddenly unemployed.

Companies began to rush to figure out how to make money with the newest and shiniest penny.

Paid and earned media had a new sibling: Owned media.

And marketing, public relations, and advertising began the “who owns this” fight.

But we’re entering a new year—a year in which all of these things are meeting their mid-level experience.

So it’s time to think about the key skills you need to have going into 2012 and beyond.

Search engine optimization

It makes sense that a lot of the content that is being produced comes out of PR. We’ve always been writers and readers. Now we have to take that skill and learn how to optimize our content, so it’s being crawled by the search engines, while also being highly valuable and engaging.

Search engine marketing

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