What does PR history teach you?

1. What “PR is” is not set in stone. It has changed so vastly over the years that to think we’ve got it all figured out for good now is probably naive. I will be expecting it to continue evolving.

2. Honesty and openness is VERY important because of the way PR’s history has left many people with a suspicion for it and its activities.

3. I must choose carefully whom to represent and how to represent them. It can be very difficult to separate the public’s opinion of you from its opinion of the organization you represent. Ivy Lee and Edward Bernays are good examples of the fact that history will remember you however it chooses.

Skilled

I’ve been browsing textbook descriptions of what skills are necessary to get a job in PR as well as actual job listings and their requirements. These are the themes that stuck out to me:

Above all else, very strong writing skills are needed. Writing seems to be a staple of most PR duties, from press releases to brochures to web sites to email–there won’t be too many things a PR person will do that don’t require effective writing.

Next, creativity. I’m getting the feeling that PR people are responsible for coming up with their own good ideas on a regular basis. All this planning, designing, and organizing would be futile without a fresh approach. The job ads I read valued this highly.

I rank management skills next on my list of the most sought after skills. It seems that even at entry-level positions, organizing and managing skills are essential to getting things done in this profession. One ad I read listed being a “self-starter” was absolutely necessary. I like that practionners at that company are responsible for managing themselves.

Also, every post I found had knowledge of various technologies as requirements. Whether it be design programs or new media or video-making software, knowing this stuff makes you highly valuable.

Among the skills I’ve listed, I am definitely strongest in the writing department. I tend to be a pretty creative thinker, as well…but who can really claim to have creativity mastered? I’m proficient in all the most basic forms of technology, but I’m working on getting ahead of the curve and diving into some of the ones that scare me. My internship at NewSpring Church and this class have increased my knowledge of blogging and social media venues like Flickr and Twitter. I’m planning to get more involved in those, along with PROpen Mic this semester.

Also, I plan to look for an internship next summer that will get me some managing and actual PR work experience.