Five skills needed by today’s PR professional

The business world is in a state of constant flux. To stay relevant, and to succeed, we must gain, cultivate and sharpen key skills.

1. Resilience

In today’s competitive market, resilience is a non-negotiable trait needed to survive and to thrive. Being resilient in the face of adversity without seeming pushy, aggressive or annoying is a valuable skill – and it must be proactively cultivated. If you find yourself often wondering why you’re not getting results, resilience and the determination to refuse to take no for an answer should probably be a development priority.

2. Ability to think and act fast

‘Thinking on your feet’ is an aphorism that ought to be synonymous with the mindset of a PR professional. As communications consultants, we understand the complexities of the dramas of the day which come hand-in-hand with agency life. From crisis comms management to working with the media for a live interview, every team member needs to think and act fast. This is one of the assets that a good agency can bring to a client: acting as your eyes and ears, scanning the environment, and making recommendations accordingly to help you stay ahead.

3. Knowledge of current affairs

This is another non-negotiable – we need this to stay relevant. To be genuine thought leaders, pioneers or visionaries – brands must be positioned to:

a) Be aware of what’s going on in the world around them and
b) Have an intelligent contribution, opinion or comment to build credibility.

4. Cultural awareness

“Tolerance, inter-cultural dialogue and respect for diversity are more essential than ever in a world where peoples are becoming more and more closely interconnected.” – Kofi Annan, Former Secretary-General of the United Nations.

It takes a certain kind of curiosity and skill to approach international markets and succeed. Ensuring you and your team are internationally-minded and able to embrace ambiguity and genuinely connect across language and cultural barriers, is a prerequisite for fruitful business dealings.

5. Emotional intelligence

EI is valued on the same level as IQ by forward-thinking organisations – and this is especially true in PR. To stay relevant and sharp, we must strive to continually improve our own emotional intelligence; empathy, self-awareness, and the ability to create positive interpersonal relationships. Being a PR professional who can mindfully assess and resolve complex problems rather than having a knee-jerk reaction to issues shows professional maturity and strength. It is the stuff of C-suite dreams.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]