7 Skills That You Really Need to Make It in PR

I’ve met a lot of incredibly capable PR people who are not going to get very far in the PR world. That’s because in order to become a valued professional in today’s marketplace, PR pros need much more than the talent to communicate.

Feb 13 program

Today’s successful PR pro needs the “hard” business skills to become a valued business partner and not a mere tactician. PRSA-NCC’s annual “From PR Manager to PR Leader” half-day seminar on Feb. 13 will share some of these skills that PR people need to take their career to that next level. Here are just a few.

1) Become self-aware first 
A good manager looks in the mirror first. Do you really know your management strengths and weaknesses and are you willing to do the hard work to minimize your deficiencies? Do you know your personality type and management style and are you willing to accept constructive criticism? If you are willing to work hard to improve your management skills, then those you lead will do the same.

2) Manage “up”
Do you know how to work with the C-suite folks so they value and recognize your skills and the value you bring? Do you know their priorities and how to show them that you help address them? If you are not focused on managing this all-important relationship, you won’t even get a chance to take your career to the next level.

 3) Become budget savvy
Can you develop and manage a budget for your programs, campaigns, or accounts? You don’t do the PR profession any favors if you say, “I’m a PR person, I don’t need to know math” (yes, I’ve heard it.) To be taken seriously by the C-suite (see above) you need to show that you appreciate and understand the bottom line and can provide a return on investment for your PR activities.

4) Listen up
I’m not going to win a lot of friends by saying this but a lot of us PR people forget that communication is a two-way street. We are so focused on our elevator pitch and talking points that we sometimes forget that the best way to win people over is by listening (really) to their needs first and then demonstrating how we can meet those needs. Human interaction is never about you. It’s always about them.

5) Handle conflict with style
Can you manage irate clients, contractors, colleagues and other emotionally charged people? Every manager will encounter conflict at some point. Knowing how to calmly ratchet down emotions is the difference between a star manager and one who is not.

6) Put people first
Do you know how to motivate people and enhance team dynamics? We are only as good as the people around us. If we can get our teams to cohesively work together and smooth over the inevitable rough patches, we can keep moving forward.

7) Avoid burnout
The PR business can be a 24/7 grind so you need to manage the elusive work/life balance and learn tactics for getting organized, pacing yourself and delegating to others. Otherwise, you won’t be around long enough to make it far in the PR profession.

The above is only a starting point (feel free to add your own in the comments below) but if you learn these skills you will have a decided advantage as you advance in your career. Most of us learn these skills when we’re thrown in the management pool for the first time and told to “sink or swim.” But if we prepare ourselves with these managements skills ahead of time, we will be prepared to take that plunge with confidence.

About Jeff Ghannam
A former president of PRSA-NCC, Jeff Ghannam brings more than 20 years of experience in corporate and non-profit communications and journalism. He is president of Crystal Communications & Marketing, LLC, a consultancy serving the association and nonprofit community with integrated communications and marketing services and leadership training targeted at communications staff. The “From PR Manager to PR Leader” seminar on Feb. 13 will be the third such annual seminar he has delivered for PRSA-NCC.

Jeff was previously vice president of communications and marketing for the Biotechnology Institute in Arlington, Va. Jeff’s career experience includes news reporting, editing, and PR management, all of which led him to hone his management and leadership skills. Jeff has conducted leadership training workshops for organizations that want to maximize their human resources potential so they can better achieve their strategic objectives. He cites real-life PR management-based examples and scenarios and uses an engaging and interactive format that allows participants to address their specific management and leadership challenges.


Stop Networking. Build Relationships Instead.

By Jeff Ghannam

PR people are born networkers. They rarely shy away from any social dynamic and are quick to introduce themselves with a smile and handshake. But the momentum that comes with overcoming that formidable barrier and making a new contact often goes wasted because most people are content to simply build networks instead of meaningful relationships.

The end goal of networking is not about gathering business cards for prospect lists or connections on LinkedIn, it’s about developing mutually beneficial working relationships that can realistically advance both parties’ business objectives. (So ask yourself why you are networking in the first place). And you really can’t develop those kinds of relationships simply by attending drive-by gatherings (“speed networking,” anyone) where the focus is often on quantity vs. quality.

So how do you develop those meaningful working relationships? Here are a few tips:

Maybe you’re hanging out in the wrong places
Networking gatherings are a great way to meet new contacts (insert plug here for PRSA-NCC’s vast offerings of such meetings), but the best relationships develop in low stress situations because nothing is expected and everyone acts in a very relaxed and open manner. Do you want to get to know (not just meet) other PR people? Then volunteer to help with NCC activities where you can work alongside those people and get to know their work styles and backgrounds. If you can’t commit to volunteer time, attend certain networking meetings regularly where you will see the same people more than once so you can follow up on previous conversations. For example, one of the reasons we’ve developed “20+ LeaderPack” is to go beyond networking and instead nurture relationships. The group holds quarterly luncheons (next one is July 25) for PR pros with more than 20 years of experience so they can get to really know each other.

Stop talking about yourself
I can’t tell you how many people I’ve met at networking events who don’t even bother to ask about my interests or background. They spend all of their time talking about themselves or their business and interests. So please stop pitching yourself and show some interest in your new contact. Not only is it polite, but it also shows self-confidence and that you’re interested in them and their needs and interests. If you show that you care about them, they will more likely care about you.

Give before taking
I’ve met people who within the first 30 seconds asked if I can help them in their job search. While I appreciate the urgency we all feel when we’re looking for work, I suggest (whatever your situation or goal) that you offer to give something first and chances are you will get something in return. Find out what your new contact needs and how can you help them. Don’t know how to ask? See the above point: Simply stop talking about yourself. Let them speak and they will show their hand. Give a little before you can get a little, right?

Take your time
Just like dating, people get turned off by someone who comes on too strong. First, if you meet someone at a networking event, take the time to really know them. Don’t get their business card and start looking over their shoulder for your next conquest. And, remember, quality relationships take months, if not years, to develop. I recently met someone at a networking event who seconds after giving me her elevator pitch asked, “So how can we work together?” Of course, I had no idea even if I wanted to work with her because I didn’t really know her just from her pitch and she certainly didn’t know me. I suggest a slower approach if there’s not an obvious need. After you make an initial contact, loop back with your new connection immediately and then every few weeks or months. Follow up with something specific and personalized to their interest when it crosses your desk. And, no, don’t automatically add them to your mass email lists without asking first. You are trying to develop relationships, not data points.

Take your connection offline
Once you meet someone, don’t limit your relationship to emails, texts, Twitter DMs and Facebook likes. The best way to build a distinct relationship these days is in person because many others are content simply with building their Twitter list of followers and Facebook likes. When possible, arrange to meet with new connections on their terms so it’s convenient for them. Come by their office for coffee or go for a coffee after the next networking meeting. And show up prepared; do your homework by reviewing your contact’s LinkedIn profile or their company’s website and they will know that you are interested in them. And if you can’t meet, pick up the telephone. (You know, it’s that thing where you hear a person’s voice on the other end.) People don’t use it that much anymore and it will make you stand out from the crowd.

Maintain your relationships
Once you’ve developed these mutually beneficial relationships, make sure to maintain them. Most people don’t’think about their relationship until a crisis like a job loss or a confounding professional challenge arises. Then they scramble to contact people who they have not spoken to in years. Such attempts are doomed to failure because they scream “the only reason I care about you now is because you can help me.” You should already have effective relationships in place that can help you in just about any situation.

Building professional relationships—just like with personal ones—is more about giving than getting. If you put the other person’s needs ahead of your own, I firmly believe that somehow your needs will be met. So be thinking of how your relationship can work for both of you and you will be fulfilled.

So what relationship building tips do you have to share? Comments are welcomed below.

Jeff Ghannam is president of Crystal Communications & Marketing, LLC, and is a past president of PRSA-NCC.