The 4 crucial skills that PR pros will always need

What does it take to be successful in an industry that changes constantly and unpredictably?

Yes, PR pros and marketers need to know about new digital skills, platforms and channels, but the most vital communication skills are the same as they’ve ever been.

Consumers today are likely to get their information from bloggers, YouTubers and brand managers as from traditional media. Reliance on facts is fluid, and peer-to-peer influence has supplanted talk from the top. To get the results our clients expect, we must have a deep knowledge of how to reach stakeholders across an ever-changing landscape.

Despite this revolution in terms of “how” PR is done, the “what” remains largely the same.

So, amid the scramble for great talent in our industry, a few core skills and one crucial attribute remain as important as ever:

1. Writing. Modern communications programs might encompass a much wider range of written and visual content, using short sound bites rather than long paragraphs to deliver a message. Still, the ability to craft and use the right words to create impact is essential at a time when you can no longer demand attention. You have to earn it through compelling content.