5 Essential Characteristics of a Successful PR Pro
February 16, 2012 | Author John Trader
In order to be successful in the modern world of PR, there are certain essential characteristics that one must possess to fight adversity, capitalize on opportunities, maintain a positive image, encourage word of mouth, and build strategy. When initially coming up with the idea for this post, I jotted down 17 must have characteristics. Here are my top 5:
Thick skin – This is definitely not a profession for the timid or faint of heart. Modern PR pros need to develop the ability to withstand personal and brand criticism, and not be easily offended.
Resiliency – You are going to get knocked to the mat quite often, how quickly you can recover from and adjust to misfortune or change often acts as the barometer of your personal and brand image. Since you are most likely the face of your brand or provide counsel to those that are, developing or coaching resiliency is a key characteristic of a PR pro.
Attention to Detail – Digital communication has placed brands on the slide and under the microscope requiring meticulous review and careful planning of all communication to media and the community. An infinitesimal error can be magnified 1,000x and although few expect perfection, egregious errors, especially on first impressions, can shift the tides of sentiment from positive to negative.
Creativity – To say in today’s society that consumers are inundated with content and journalists receive a deluge of pitches daily is a radical understatement. Often, what tends to resonate best is creativity born of ideas outside the norm. Learn to be creative.
Relationship Builder – In PR, relationships are everything. The core of our profession is the ability to build rapport and bridge communication chasms through quality conversations that build strong relationships.
Read more: 5 Essential Characteristics of a Successful PR Pro | PRBreakfastClub
Here’s how these apply to me and the (2) TWO characteristics I feel are of the utmost importance in Modern Web 2.0 Public Relations!
- Thick Skin – I’m sorry if you get offended, but MOST (keyword: “most”) Internet Marketing “””Professionals””” are a joke thinking they have all it takes to succeed. I have connections that you would not believe if I told you, including the skill the professional internet marketer encompasses. I do not get pushed around, even when my associates are asking for raises. Its important to keep business, business, and personal, personal. That means you don’t personally cry over business affairs. I can EASILY rely on my THICK SKIN in this PR industry. When I call up a Producer in Hollywood, I’m ready to tango. I know what to say to get them booked for a media interview. When it comes to pushy “wannabes”, I have no time! … Its business! You must develop “thick skin” to get by in this industry.
- Creativity – I choose creativity as #2 in my favorite characteristic of the Modern PR Pro, because anybody can market online! Sorry again, but that’s the stone cold truth! I believe in a Twist of Spins and a Slant of Angles. You MUST come up with unique approaches to getting your story across in today’s internet eCommerce world, because Web 2.0 is full of Internet Marketers that are doing the same. And they ARE NOT even in PR. Network Marketers are hard competition, so the PR professional relies on … the media … the story … and YES, … the angle! This requires Creativity and makes us a step ahead of the rest!
God Bless Your Success,
Alpha Bizelli Marketing & PR, Inc. – Passion Over Hype