6 skills every PR pro should have

If you missed it a few weeks ago, The New York Times wrote a piece about redefining public relations.

You see, the last time PR was defined was in 1982. Yes, 30 years ago. And, in the last five years, our industry has been turned on its head.

All of the journalists we spent our careers building relationships with were suddenly unemployed. Companies began to rush to figure out how to make money with the newest and shiniest penny. Paid and earned media had a new sibling: owned media. And marketing, public relations, and advertising began the “who owns this” fight.

But we’re entering a new year, a year where all of these things are meeting their mid-level experience.

So it’s time to think about the key skills you need to have going into 2012 and beyond.