What are the most important PR skills to have? | FAQs

2 minutes   |  MARKETING

Are you looking to make a mark in the world of public relations, and wondering what key PR skills you’ll need?

In this short video, Rebecca Cronje, Head Tutor of the UCT Public Relations online short course, explains how the evolution of the PR profession over the past decade, means that some traditional PR skills are still a requirement, but need to be accompanied by highly creative, strategic and analytical capabilities.

She reminds you that it’s not always glitz and glamour when it comes to PR, but that a lot of hard work has to go into setting yourself apart in this industry. Competencies such as attention to detail and communication are very important, while also remaining up to date and knowledgeable about traditional marketing and digital marketing trends.

Public relations is no longer the concern solely of public relations professionals. You don’t have to be directly involved in the industry in order for the skills to be relevant. Any organisation, no matter what activities it’s involved in, needs to manage its relationship with its different publics or audiences in order to create and maintain mutually beneficial connections.

Whether you’re running a start-up business or work for a large organisation, a good public relations approach is essential. This is why the skills that you gain when studying a public relations course will not only help you within your current career path but also help you stand out in any related industry.


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Transcription

The profession today is vastly different to even 10 years ago. While the fundamentals of strong writing, attention to detail, project management and communication remain key, today’s PR also need to be highly creative, strategic and analytical. They also need to be traditionally and digitally literate and be flexible to adapt their messages to different channels and audiences. The ubiquitous image of a PR hosting the media at a glamorous launch is the exception rather than the rule.