Chances are you gravitated toward a career in PR because you were good at a wide variety of PR-friendly skills—a generalist. You believed your writing, organization, event planning and personal relationship building would be an asset to the industry, and you were right.
Now, however, technology is advancing rapidly and the best PR teams are transforming to take full advantage of it. Teams of specialists who work together for one common goal will have greater success and broader reach in this new PR landscape where big data, machine learning, bots, and other technologies enhance traditional skill sets in social media, writing and more.
As a strong generalist you likely already have some of the qualities you need to specialize. If you are goal- and detail-oriented, creative, show confidence, excel at being self-directed and are eager to learn new things, you have a good foundation for increasing your skills. Your eagerness to learn and your drive to succeed will assist you as you start down this new path.
Check out these five specialist trends in PR to gain new skills and boost your career to the next level: