PR Moment: What are the must-have skills in PR today?

It might be an exciting, rewarding career, but working in PR is hard work. That’s why the number one quality a PRO needs is enthusiasm.

David Alexander, managing director of agency Calacus Public Relations, agrees with Shortt that being passionate is a start, but this needs to be combined with other key skills, including understanding how the media works: “Anyone working in PR must be a great communicator and have a nose for a story. Knowing what will be of interest to the media or other audiences and having the conviction to follow it through from client buy-in to publication is essential.”

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