The public relations industry continues to grow and develop as PR professionals learn how to respond to the ever-changing 24-hour news cycle, as well as identify and maximize a multitude of new media opportunities that continue to arise in the digital space. Forging relationships and working with traditional media outlets will always be important for PR professionals and their clients. However, it’s more important now than ever to also work with influential bloggers, online news outlets and share breaking news stories and trends with top influencers and media across various social media platforms.
Despite all the changes in the PR industry as it evolves to remain relevant, and in some ways more important than ever, the one skill set that will remain consistent for a successful PR professional is the ability to effectively communicate through various mediums with different audiences. From reaching and influencing customers, consumers, constituents and other decision makers, there will always be a need for PR professionals who are able to write effectively and help their clients or companies share their important messages – whatever they may be at any time.
Less formal corporate communications will continue to be of greater importance moving forward as organizations focus on growing their brand and building customer loyalty at the grassroots level via social media platforms, mobile applications and online content. Young PR professionals who have creative ideas on ways to implement and grow new social media tools as part of an organization’s overall communications strategy will make themselves more valuable as future employees. There will always be a need for PR professionals to be able communicate in traditional ways, such as through the creation of formal press releases, letters, alerts, company statements and annual reports. However, it is also now more important than ever before to maximize messaging in less formal ways on the communications spectrum to reach a company or nonprofit’s public, customers, volunteers and constituents – no matter where they may be during their busy day.
Future employers will see a value in a potential young team member who understands the difference in various forms of communication, tone and messaging. If you can work to develop your communications skills and learn how to make an impact on your audience no matter the format or limitations, you will prove to be an invaluable member to any organization’s public relations team.
After graduating from Washington & Lee University in 1991, Mitchell began his career in broadcast journalism as a video journalist, writer and producer at CNN Headline News in Atlanta, Ga. After several years at CNN, Mitchell served for three years as a TV producer at the ABC television affiliate in Baltimore, Md. before make the career change from news to public relations, marketing and advertising. Mitchell has more than 15 years of PR agency experience having worked with such brands as Comcast, AT&T, PGA TOUR, Constellation Energy, American Cancer Society, and many others. Mitchell currently serves as vice president at Maroon PR, a full-service public relations agency located in Columbia, Md.
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