7 essential skills for today’s PR pro

As technology flourishes, as visual content draws more eyeballs and as the internet becomes a global playground, the game is rapidly changing for communicators. Hone these key abilities.

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Proven skills in writing, research and relationship-building have long been the most desirable traits for college graduates considering a career in public relations.

PR professionals are expected to listen carefully to others, research and articulate ideas well, and conduct thorough and accurate research. Those verbal attributes remain fundamental for PR success.

Now, however, those desiring to flourish in the profession must master additional skills.

For long-term success, PR pros have to remain flexible and embrace ongoing learning. The digital landscape continually changes. New software programs, social media networks and technology tools can become widely popular—and an essential part of PR.

“In a media environment where constant change is the norm,” says Joe Cohen, national chair for Public Relations Society of America, “and where the role of the PR professional continues to expand and evolve, ongoing professional development will be increasingly essential for PR pros across all levels of experience.”

Here are seven vital skills that can strengthen your PR career:

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