Technical skills are indispensable to the hardware of any job. In a Public Relations firm, soft skills are just as central to PR executives who work in a people-centric environment. The PR industry is founded on the ability to establish trusting relationships with clients and the public. We share three essential skills to navigate work in PR.
Often swarmed with multiple tasks demanding the same amount of commitment, PR practitioners must possess the vital skill of multi-tasking. Not only that, PR specialists have to attend to journalists, clients, and the media and be ready to circle back to their work with information quickly and effectively. From initiating a new campaign to pitching to the media, PR agencies steadily juggle multiple projects and clients simultaneously. While certain urgent situations arise that warrant immediate attention, follow through your current task and complete it before switching your focus to another task. Such systematic multitasking decreases the tendency to be distracted and boosts concentration and efficiency.
Manage Your Time
A typical day at a PR firm starts with a slew of emails, the crafting of press releases and articles and weekly meetings with the team. With the limited amount of time on hand, there has to be an efficient way to prioritise tasks in order to meet deadlines. Making a to-do list organises tasks in an orderly fashion according to their importance or urgency, which saves time in the long run. Just as important is following up with your deadlines to keep a handle of any responsibilities by checking with those who are helping you to accomplish a task. Furthermore, a missed deadline translates into a snowball effect where work piles up and decreases productivity. Time management does wonders to the level of productivity in a PR agency.
Despite having tons of tasks to settle every day, a PR specialist has to be adequately meticulous. Today, digital communication has put brands under the microscope, necessitating conscientious communication to the media and the public due to the sensitivity of public sentiment. After all, building strong relationships starts with quality communication that requires careful planning to bridge information transmission gaps that builds on strong
These soft skills play a critical role in the work of PR practitioners due to their competitive and fast-paced work environment. Public Relations agencies with practitioners equipped with soft skills are able to deliver returns on clients’ investment.