A VERY recent news item quoted that one of the factors that contribute to the high rate of unemployment and underemployment is the mismatch of the demands of the work force with the courses that our university students pursue. It led me to thinking that in the absence of a specific course on Public Relations, what then is the ideal academic background of a great PR person who will ensure the needed combination of technical and soft skills?
Great PR professionals come from very diverse academic backgrounds such as journalism, advertising, social sciences, business (mine) and other fields. The PR profession can certainly be a career option for people who want challenging and meaningful work. The answer lies in what the essential job competencies and leader behaviors are needed. Let me define these as:
• Excellent written communication skills. The No. 1 technical requirement is perfect writing ability that goes beyond knowing the right grammar. The writing skill has to be exemplary since the PR professional is expected to write executive summaries, briefing documents, numerous letters to external stakeholders, some of which contain difficult messages, speeches, notes and in some cases even policy briefs.
• Excellent interpersonal skills. The No. 2 attribute is one that is another non-negotiable—EQ. This covers the ability to relate effectively not just upward but sideward and downward. The last thing you want is a technically brilliant PR professional but who is dreaded either within the organization or worse, externally. The surest way to damage reputation is when the person who represents you lacks the social skills to be an effective ambassador.
• Presence and personal credibility. The PR person is also often the official spokesman of the organization and has to be able to articulate the messages in a manner that will build trust. A great PR professional can command attention and respect and as such, a credible personal reputation is also very important. Is this PR person respected among his peers, in the industry that he operates and among the stakeholders that he interacts with?
n • Strategic thinker. One of the things I quickly learned is that the PR professional not only needs to be able to provide strategic advice when needed but more important, be able to anticipate, analyze the changes in the environment and how this will impact the business. I have seen presentations where the PR has recommended a communications plan that did not take into consideration how the industry was rapidly evolving showing a lack of proper research and analysis. They must also have the ability to connect the dots and show how PR can drive results and put you ahead of the competition.
n • Adaptable and innovative. The best PR persons are the ones who can think on their feet and consider solutions that are creative and innovative. The ability to respond in a timely and effective manner will be most critical especially in this digital age when information is rapidly spread through social media.
n • Data-driven. The reason Sales and Marketing people can fight for bigger budgets is because of their discipline in providing data to show the impact of their programs. The great PR person needs to be able to provide concrete and specific metrics to demonstrate success. Qualitative is fine but in this P & L-driven world, quantifying results will get you the budget and programs that you are proposing.
n • Passionate advocate. The best PR persons are people who are passionate about their causes and are able to link their personal goals with those of the organization that they represent. Because of this, they are able to credibly and effectively build and enhance their organization’s reputation.
n • Excellent execution. The ability to translate plans into action and ensure implementation is what sets the good PR from the great PR professional. As in any organization, the best intentions and well-laid plans are fine, but if these are not executed properly and monitored, then these remain as well-crafted documents.
PR Matters is a column by members of the local chapter of the UK-based International Public Relations Association, the world’s premier organization for PR professionals around the world. Karen Alparce-Villanueva is the President & Managing Partner of Health PRx, a communications and advocacy agency focused on health.
We are devoting a special column each month to answer our readers’ questions about public relations. Send your questions or comments to askipraphil@gmail.com.