The very ground on which we stand in public relations is shifting. Like tectonic plates colliding miles under the surface, these changes are shaking up the industry. The PRos of the future will need to have different skills and use more traditional skills in new ways. These changes are creating new opportunities for smart, creative thinkers.
John Bell at Ogilvy’s 360 Digital Influence Team offers 13 skills that will be required for PR professionals to succeed in the future. His PR Brain for 2009 looks different than the PR brain looked even seven years ago when I finished my undergrad degree.
You can read John’s post, but the point of his skills that I take away are that you have to be quick, responsive (not reactive) and creative. You also must know how to think in terms of measurement, ROI and be able to talk business.
Katie Paine offers six skills that PRos of the future need to have in a recent newsletter article. Katie offers that incoming professionals must be able to listen, create campaigns with the audience in mind and value truth and transparency. She reinforces John’s point about measurement. PR professionals must know how to measure and make decisions based on data.
They’ll make decisions based on data, not gut feelings. Yes the gut will still be a powerful tool, but in an environment that morphs faster than you can say “Utterli, Seesmic, Plurk, and Twittergrader,” the gut will be a very difficult thing to read and rely upon.
Amy Ziari, rounds out these three recent posts with insights from a (fairly) recent grad. Amy is an Oregon alum and has a very forward looking perspective about new PR grads as the future of the industry. She offers this:
I’m proposing that recent grads have such an incredible knowledge source at their fingertips. We will be the leaders in advancing our profession forward, and teaching our agencies and many of our coworkers about these changes. We will also be the ones brainstorming ways to take our profession to the next level in the future as human communications and media continue to evolve. We are a generation like no other. That can offer to our profession like no other.
I am excited for my students. It’s a new world with tremendous opportunity and they will be ready for the future.
What do you think? What skills do new PRos need to have? How is the industry changing?