Skilling Up For The Future

We must be the “master of HTML coding, easily film and edit a hit viral video, develop a (basic) Facebook app, intimately understand the editorial agenda of the FT, feel at ease discussing marketing ROI with a CEO”… and all before lunch.

Share This: The Social Media Handbook For PR Professionals has a very interesting chapter that focuses on skills needed to stay in the business in the future PR world. With all of the new “requirements” it’s hard to keep up. In case you were feeling overwhelmed, don’t worry. That perfect PR professional apparently does not exist. Whew!

Although that person doesn’t exist, it isn’t a bad thing to strive for that level just before perfection. The author of the chapter, Daljit Bhurji, has shared his Y-Shaped PR Professional structure with areas for PR professionals to cover.


In order to be successful, we must be able to tell a story. But not just any story. We need to be able to create campaigns that connect the audience. We need to know so much about our company/product/etc., that is hard to not be immersed in conversation and engaging. One of the best parts is that not only do we have to be so involved in the story, but finding different avenues is also key. A PR professional must be able to use the marketing, advertising, digital disciplines, etc. One trick ponies shouldn’t exist in our community.

Creating Content-

Content has to be one of the most important aspects of this industry and that’s getting increasingly difficult. With Twitter and character limits, we need to be concise yet still express a captivating line that reaches many and even leaves room for more to be added. It can definitely be a hard task, but it can be done.

While still in the content aspect, we could wear many hats, the photographer, writers, videographer, editor, designers, and even that figurative and literal host that engages everyone but stay out of the spot light.


The industry is getting really personal and taking over lives. The real-time aspect increases the pressure to always be connected and never ever let go. A good part to that is the time management and monitoring tools. They are life savers. Not only must we need to be always “on” but we also have to know the back-end of things. Knowing how one thing affects another is a key aspect to gaining knowledge and fixing what’s wrong.

Even though the perfect PR professional doesn’t exist, we need to be pretty darn close.



3 thoughts on “Skilling Up For The Future

  1. I thought this was a great chapter! I wrote about this chapter too, in my previous blog. I was really focused on the storytelling aspect because it comes in so many different forms. Whether it be through social media or a news release, as PR professionals we are always telling a story.

  2. I agree with your last sentence. It seems like a company just expects a PR practitioner to understand EVERYTHING. I asked some professionals at the last PRSSA meeting if they received some slack when they first started, and most of them said absolutely. It made me feel a bit more relaxed about not knowing it all.

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