10 skills PR pros have that other professionals don’t

Organizations have every right to manage their own public relations, but if they do, they aren’t availing themselves to these techniques PR pros learn over their careers.

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The idea of do-it-yourself PR never seems to lose its luster.

Thanks to the rise in PR tech, there are a slew of new tools that companies can use now to help them do their own public relations. Startups can pay a monthly subscriptiosn for a press-release-writing services, find platforms to help write better pitches, and dig up budget-friendly media contact databases.

These are pretty good options for companies that may not yet be ready for a comprehensive PR program, but want to get their feet wet. I love seeing this level of innovation in the PR industry. Though, many would argue that these types of platforms and services, when in the wrong hands, make for the type of PR abuse that drives a wedge between PR pros and journalists.

It’s why organizations still turn to agencies and in-house PR teams when real communication strategy is needed to drive brand reputation and sales. In 2013, the PR industry grew 11 percent globally, and is expected to grow more than 20% in the next decade.

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