The skills employers desire in today’s PR professional

I asked the people who are making the hiring decisions: agency owners, recruiters, and HR people across the industry three key questions:

1. What’s one skill that every PR pro needs today and why?
2. What’s one PR skill that you see evolving—and becoming critical to success—in the years ahead?
3. What’s the one skill you currently have the hardest time finding in the marketplace as you recruit for new talent?

Here’s what they had to say:

Jorg Pierach, President, Fast Hors

What’s one skill that every PR pro needs today and why?

Curiosity. The curious are rich in a business where information is the currency.

What’s one PR skill that you see evolving—and becoming critical to success—in the years ahead?

Storytelling. If content is king, by 2015 it will be Master of the Galaxy and All That Lies Beyond. If you can’t tell a story in that environment, you will be irrelevant.

What’s the one skill you currently have the hardest time finding in the marketplace as you recruit for new talent?

Patience. What’s with the hopping around from job to job these days? I’ve found that the best people in our business are ones who tend to stay in positions for many years, not months.