Discover key skills and qualities that make a standout public relations candidate and ace your next PR interview with confidence.

El mundo de las relaciones públicas ha dado un giro de 180 grados. La forma en que se trabajaba hace 10 años no es la de ahora, menos aún con una pandemia de por medio. Los medios tradicionales se han debilitado, aunque mantienen su relevancia para ciertos públicos, ante los medios digitales y la inmediatez que exige el consumidor. Escribir para periódico impreso no es igual a escribir para periódico digital, el contenido será el mismo pero la mecánica de armar la información y la velocidad no lo es. El relacionista público que no esté utilizando inteligencia artificial y que no respire en el mundo digital está condenado a desaparecer.

I once had a fresh graduate come in for an interview for our entry-level position. Ten minutes into the interview she's talking up all the skills in PR she has and she offers up that she is proficient in crisis comms. My interest is immediately peaked. So I asked her, how did she come across her ability to handle crisis communications? Her response... She took a university class on crisis communications for one semester and got a good grade. Now, as a lecturer who taught crisis communications at a university, and as a fellow who's had to manage one or more crises for my clients, I can confidently say that's just wishful thinking on her part. Getting a good education is great. But know that it doesn't make you an expert in any way.

Last updated on Jul 17, 2024

Here's how you can stand out as a public relations candidate: essential skills and qualities employers seek.

In the dynamic field of public relations (PR), setting yourself apart from other candidates is crucial for landing your dream role. Employers are not just looking for someone who can write a press release; they seek multifaceted professionals with a blend of hard and soft skills. To excel in PR, you need to showcase a unique combination of abilities that demonstrate your readiness to handle the fast-paced and often unpredictable nature of the industry. Whether you're a seasoned PR expert or a newcomer to the field, understanding and embodying these sought-after skills and qualities can significantly boost your chances of success.

1 Writing Prowess

Exceptional writing skills are the cornerstone of effective public relations. Employers look for candidates who can craft compelling narratives, write clear and concise press releases, and adapt their writing style to various platforms and audiences. Your ability to communicate key messages and tell a brand's story in an engaging way can set you apart. Showcasing versatility in your writing, from creative storytelling to factual reporting, is highly valued in a PR candidate.

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Mohammad Zaid

Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps
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- Master storytelling, crisis management, and media relations. - Demonstrate creativity, strategic thinking, and strong communication skills. - Adapt to digital platforms and showcase practical examples. - Show passion for building meaningful connections and delivering results.

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2 Strategic Thinking

In PR, strategic thinking is crucial for designing campaigns that resonate with the public and meet business objectives. Employers seek candidates who can analyze market trends, understand the competitive landscape, and develop comprehensive communication strategies. Your ability to think critically about how to position a brand, anticipate public reaction, and pivot strategies in response to changing circumstances will demonstrate that you're not just executing tasks but adding value with your foresight and planning.

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Ronak Sharma

Passionate Hotelier | Aspiring Hospitality Management Leader | Wines & Spirits Enthusiast
(edited)
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Precisely, mastering the art of strategic thinking maximises your efficiency and strengths as a PR leader. It helps you think logically and take the most direct route towards achieving your objective & this can definitely help you stand out as a great PR professional.

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3 Media Savvy

Understanding the media landscape is essential for any PR professional. Employers want candidates who are not only familiar with traditional media outlets but also adept at navigating digital platforms and social media. Your knowledge of how different media work, what they look for in a story, and how to pitch to journalists effectively can give you an edge. Building and maintaining relationships with media contacts can greatly enhance your ability to secure coverage and manage a brand's public image.

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4 Crisis Management

The ability to stay calm and respond effectively during a crisis is highly sought after by employers. As a PR candidate, showing that you can think on your feet, craft appropriate messaging, and communicate with stakeholders during difficult times is imperative. Your crisis management skills reflect your capacity to protect and even enhance a brand's reputation when it's most vulnerable, making you an invaluable asset to any PR team.

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5 Digital Fluency

In today's digital age, being fluent in online communication tools and platforms is non-negotiable for PR candidates. Employers expect you to be comfortable with social media management, content creation, and analytics tools. Demonstrating your proficiency in leveraging digital channels to amplify a brand's message and engage with audiences can distinguish you in a crowded field of applicants.

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Maricel Méndez

| CEO Plataforma Marketing | Strategic communications | | Copy writing | Experiential marketing | Digital | | Public relations | Advertising | Events |
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El mundo de las relaciones públicas ha dado un giro de 180 grados. La forma en que se trabajaba hace 10 años no es la de ahora, menos aún con una pandemia de por medio. Los medios tradicionales se han debilitado, aunque mantienen su relevancia para ciertos públicos, ante los medios digitales y la inmediatez que exige el consumidor. Escribir para periódico impreso no es igual a escribir para periódico digital, el contenido será el mismo pero la mecánica de armar la información y la velocidad no lo es. El relacionista público que no esté utilizando inteligencia artificial y que no respire en el mundo digital está condenado a desaparecer.

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6 Soft Skills

Finally, the soft skills you bring to the table can be just as important as your technical abilities. Employers value PR candidates who exhibit strong interpersonal skills, creativity, adaptability, and ethical judgment. Your capacity to collaborate effectively with diverse teams, think outside the box, adjust to new challenges, and uphold high ethical standards speaks volumes about your potential as a PR professional.

Add your perspective

Maricel Méndez

| CEO Plataforma Marketing | Strategic communications | | Copy writing | Experiential marketing | Digital | | Public relations | Advertising | Events |
Report contribution
Entre las habilidades blandas quisiera destacar las ganas de aprender del colaborador, aceptar la crítica constructiva y entender lo imprescindible que es el trabajo en equipo para el logro de metas. La flexibilidad es fundamental ya que en una industria como esta los cambios suceden de forma muy rápida y los proyectos pueden tomar giros impredecibles, así que tomar acción rápida y certera en la dirección que sea necesario girar, es fundamental también.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

Adrian Heng

Chief Marketing Officer | Senior Counsel | Crisis Comms Leader | Mentor
Report contribution
I once had a fresh graduate come in for an interview for our entry-level position. Ten minutes into the interview she's talking up all the skills in PR she has and she offers up that she is proficient in crisis comms. My interest is immediately peaked. So I asked her, how did she come across her ability to handle crisis communications? Her response... She took a university class on crisis communications for one semester and got a good grade. Now, as a lecturer who taught crisis communications at a university, and as a fellow who's had to manage one or more crises for my clients, I can confidently say that's just wishful thinking on her part. Getting a good education is great. But know that it doesn't make you an expert in any way.

Like

Here's how you can stand out as a public relations candidate: essential skills and qualities employers seek.

1

2

3

4

5

6

7

1 Writing Prowess

2 Strategic Thinking

3 Media Savvy

4 Crisis Management

5 Digital Fluency

6 Soft Skills

7 Here’s what else to consider

Public Relations

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Here's how you can stand out as a public relations candidate: essential skills and qualities employers seek.

1

2

3

4

5

6

7

1 Writing Prowess

2 Strategic Thinking

3 Media Savvy

4 Crisis Management

5 Digital Fluency

6 Soft Skills

7 Here’s what else to consider

Public Relations

Rate this article

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