10 essential skills for the future of PR

In an emerging landscape that now features such platforms as Instagram and Snapchat, the author updates his 2012 list with an eye on the next five to seven years.

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A lot has changed over the past four years. In Internet years, that’s an eternity.

In 2012, I wrote a post titled “10 skills the PR pro of 2022 must have.” It was based on trends I’d seen with clients, tidbits I’d picked up in talking to industry friends and bits of information I’d stowed away from online articles and posts.

Here’s a new list of skills for the PR pro of the future (with notes about what’s been updated and deleted from that initial list in 2012).

1. Social advertising copywriting skills and an ability to manage social media advertising campaigns

Though the ability to write social media ads on networks like Facebook, Twitter and Instagram hasn’t changed, the skill set to manage complete campaigns on these platforms has evolved. (This is the addition from the 2012 list.)

In today’s climate, PR folks are asked to manage social media ad campaigns all the time. That means learning how to use Power Editor, LinkedIn’s ad platform and Twitter ad products. It means understanding how to manipulate different components of ad campaigns, as well as how to bill clients.

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