Like many businesses, Public Relations is evolving, but it is evolving into a career where it seems like only superheroes can make it in the business because of all the different tasks PR people are required to know. So, agencies have begun to expand their market so that PR people only have to specialize in one of these many skills.
One large aspect is storytelling, and telling the story of the brand through digital channels and over traditional media. “Key to developing your storytelling skills is a deep knowledge of the subject matter. As a foundation, we need to invest time in understanding our clients’ businesses, wider industry, and above all, customers” (Bhurji, 178). Storytelling is knowing about the brand and how it should interact with that brand’s customers to best maximize the marketing and campaign strategies in order to get the best hang for your buck. PR people who work in storytelling go hand in hand with those who work in marketing and advertising for integrated storytelling that resonates with the public.
It has been drilled into the head of many a PR student how important writing is in the field whether it’s a tweet or a press release, to choose the best words to convey the meaning you are trying to get across. “It usually requires the ability to convey with and empathy and reflect a specific brand voice and personality” (Bhurji, 180). Strong writing skills in the PR world are a must and practice makes perfect to hone that skill especially since it has become so important to be malleable to each brand and each medium.
Technology and social media is on the rise now, so it is important to have somebody who can effectively use the technology to its fullest and not only know the basics of social media, but also to know the data that lies beneath the surface. “The fact that PR is becoming more data driven is a positive step-change for the industry and advanced skills in data manipulation and modelling will become invaluable as ‘media planning’ becomes more central to campaign design and evaluation” (Bhurji, 183).
So, PR people may not have to become superheroes in the not so distant future, but they may have to learn to specialize in a specific area on PR. It is important to know one aspect of the business really well so that it isn’t overwhelming in the field.
Do you think that specializing is in one part of PR is important or do you think having broad knowledge in each subject could be better for a practitioner?
Bhurji, D. (2012). Share This: The Social Media Handbook For PR Professionals. United Kingdom: John Wiley & Sons Ltd.