THE ANATOMY OF A PUBLIC

RELATIONS PROFESSIONAL IN 2018

Top 5 Traits of the Greats
875 public relations professionals were asked, “What are the
most important skills for future growth?” Here’s what they
said.

STRATEGIC PLANNING
(89%)
PR Pros often have to respond to
outside events, but the ones who will
win the day are those who control the
conversation, align PR and marketing
activities with the strategic goals of the
organization, and execute efficiently.

SOCIAL MEDIA (86%)

Modern PR pros must be very adept at
using social media to spread the brand’s
key messages and also responding to
negative information that can spread
like wildfire over the networks.

MULTIMEDIA CONTENT
DEVELOPMENT (82%)
Effective PR these days involves a whole
lot more than writing great content. You’v e
got to be prepared to support it with
images, video, infographics, eBooks, and
more if you want your message to stand
out to both journalists and the public.

VERBAL
COMMUNICATIONS (80%)
The ability to clearly communicate on
the phone and in person is as important
as ever. Facebook Live, Instagram
stories, vlogs, and other platforms give
us the chance to verbally communicate
to the masses as well.

ANALYTICS (75%)
We must make decisions that are driven
by data to help us find our target
audience, publications, and influencers.
We must apply information about past
performance to determine which step to
take next. The ability to understand and
use advanced PR analytics software is
crucial.

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