In an ideal world, nascent PR pros and neophyte journalists should know how to do a variety of things before they walk across the stage and get their diplomas.
There’s no need to be an expert in everything, but it helps to have some familiarity with a variety of tasks and programs. As someone who’s been in the workforce for a few years now, I offer seven underrated skills that all aspiring PR pros and journalists should have:
1. Basic HTML knowledge
By this, I mean basic. There’s no need for PR pros to know how to code websites, although it could be helpful. There is a need to know to how to post a blog post using WordPress, Blogger, or Posterous. Knowing simple HTML commands for headlines, body copy, bold, italic, and bullet points is HTML 101.
Free resource: w3schools.com
2. Video editing
This can be daunting to learn. I’m not saying everyone should be fluent in Final Cut Pro or Avid, but there is no reason that a marketer or PR pro should not have some familiarity with iMovie, Animoto, or Jaycut. These are simple programs that enable you to upload and edit videos, often in minutes.
Creating simple spreadsheets and tasks in Excel can be difficult for newbies. Though it may be a tough program to learn, there’s no excuse to do so. You will use it more than you think.
4. Proper grammar
Writing well is a staple of just about any career. Good grammar and spelling are at its root. Channel the advice of your middle school English teacher whenever you construct a sentence, paragraph, white paper, presentation, or blog post. Good grammar matters.
5. Basic math
Whether you’re analyzing statistics, comparing percentages, or helping prepare a budget, simple math skills come in handy more often than you might think.
Understanding how SEO affects your site’s search rankings is important. At the very least, you should know to craft an SEO-friendly headline and keywords for site content. Any added knowledge is gravy. For additional SEO resources, check out SEOMoz blog, a phenomenal resource.
7. Social media familiarity
It’s mind blowing how many marketers and PR pros handle “social media tasks” professionally when they have no or little experience using those platforms. You don’t have to be super active on Facebook, Twitter, G+, etc., but you should at least be on the sites and know how to use them.
What other skills should marketers and PR pros have? Please leave them in the comments section below.
Jessica Malnik is a PR/marketing coordinator, social media specialist, videographer, and an avid Gen Y blogger. A version of this article originally appeared on her blog.