Sarah Evans recently posted her list of 4 Must Have PR Skills and #4 was essentially, Create a Strong Online Following.
Quoting Ms. Evans: "PR professionals become more valuable to employers when packaged with the backing of a strong online following. Have you thought about the power of a strong network as a perk to a new employer?"
Since when did the number of my friends have anything to do with being able to develop a PR strategy? I guess the theory here is that perhaps I can personally drag all of my friends over and convince them to try out a new product or service because I personally can count on them to do the right thing and follow me.
This actually got me thinking about the genesis of public relations, specifically the persuasion tactics employed by Edward Bernays in convincing young women to smoke. There is some truth at the heart of Ms. Evans' suggestion: friends are likely to follow other friends when it appears to them they may gain something personally, emotionally or financially. This is one strategy of persuasion. However, I don't believe PR strategists keep friends real long if they are constantly bombarding them with persuasive tactics. Reach out to individuals and encourage them to reach out to their friends. Let them have some of their friends avoid them before you do. 
Anyway, I have my own list of "must have" skills. As many of you know, I am a big fan of strategy, so it should come as no surprise that I highly value individuals who can see two steps ahead of everyone and develop a strategy for dealing with the obstacle or problem. My #1 is Become a Critical Thinker and Learn How to be a Strategist.
My #2 skill comes down to Effective Communication. Learn how to capitalize on the new oral tradition being adapted to our culture. However, also learn how to write in a clear and simple manner. Read a lot of books. Examine how words can be used to raise ire, smooth troubled souls and capture hearts.
Again in deference to Sarah's list, I wouldn't spend a lot of time worrying about how to use the HTML markup language. Honestly, most websites have moved onto XHTML, but the real meat and potatoes is in XML, and this would be my #3: Learn How to Navigate the Semantic Web. The web is becoming semantic. XML allows for the creation of semantic tagging and offers easier sharing and collaboration. Learn it now because it will be your friend later.
And finally my #4 would have to be Learn How to Creatively Develop and Idea and Present It. This probably dovetails into skill #2, but I feel it's important that young professionals learn that you cannot just have an idea. It's essential that you be able to communicate that idea and sell it. Sell yourself and then the idea. Companies want people who are confident in their creativity and presentation abilities.
To recap:
1. Become a Critical Thinker and Learn How to be a Strategist.
2. Effective Communication.
3. Learn How to Navigate the Semantic Web
4. Learn How to Creatively Develop and Idea and Present It.
Learn these skills, and by all means add Sarah's, and you will soon have people who want to follow you because you are one smart PR person.
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Michael,
I’m a huge proponent of strategic communications as well. I absolutely agree that if you cannot think critically, you will be severely hampered in this field.
While I agree with your list, I think it’s important to wrap back around to results. Even if you do all the things you’ve mentioned well, you cannot ignore measurement/ROI. It’s an easy step for PR folks to skip, especially if the client/employer is being skimpy with dollars; however, that is the very step we need to insist on in order to ensure we’re adding value. Measurement is getting more sophisticated these days, and I would make the case for PR professionals to keep up with these methodologies and trends.
Thanks for sharing your thoughts in this post.
Linda,
You’re absolutely right and I was kicking myself after hitting “post” for not including it. Measurement and ROI should be #5. I know I’ve often overlooked it in the thought that everything would prove itself. In our new economy, it’s more important than ever to devise a campaign that contains measurable goals. Otherwise, you’re just spinning your wheels. You make a good point, and I need to keep pounding into my own head!
What of being satisfied with anonymity. It seems a necessary characteristic of the PR practitioner.
What of being satisfied with anonymity. It seems a necessary characteristic of the PR practitioner.
Currently, the notion is that a large Rolodex of contacts makes for a better connector/PR professional. The problem with that is you risk opening up your contacts to things, people or projects they may not necessarily support. The trick is to know your contacts and be wary of pushing them out front for all to see. If you represent Mommy Bloggers and they all understand you’re going to be working to connect them, then you’re doing your job. But I agree, I’d much rather be working behind the scenes to ensure my clients receive all the credit.