A\u00a0recent survey\u00a0from PEW Research Center for the People and Press confirmed what most of us already know:\u00a0 the net beats newspapers as a source for news:<\/p>\n
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Other interesting points from the survey:<\/p>\n
It is blindingly obvious that the future of communication belongs to the web \u2013 to believe otherwise would be to look backwards, not forwards.\u00a0 Despite\u00a0a few reporters\u00a0still pining for the \u201cgood old days\u201d the rest of us are moving forward into a more free and open information society.<\/p>\n
If you\u2019re in public relations and not taking notice of the shift, you\u2019re putting yourself behind the curve of the future of communications.\u00a0 This isn\u2019t just a place for geeks and early adopters, this is the stage where the modern world is interacting and becoming increasingly reliant on daily.\u00a0 Don\u2019t be on the wrong side of the business world\u2019s\u00a0digital divide.<\/p>\n
Businesses are expecting to work with PR firms at the edge and fluent in modern communications tools.\u00a0 PR professionals need to be able to manipulate the tools to achieve success in social communications initiatives.<\/p>\n
As I see it, here are 10 skills all PR professionals need to have for success in 2009 and beyond:<\/p>\n
1) Understanding of HTML, PHP, CSS and MySQL<\/strong><\/p>\n Everyone in the business world should know the basics of these, especially HTML\/PHP.\u00a0 Also take the time to learn how CSS works and how to setup databases.\u00a0 These skills are not the domain of techies any longer, they are simple and when you start to get good they are enablers for success in presenting content exactly how you want.<\/p>\n 2) At\u00a0least<\/em>\u00a0a basic understanding of SEO<\/strong><\/p>\n If you\u2019re publishing content to the web, it can be optimized.\u00a0 PR can play a vital role in helping SEO \u2013 but you have to see the bigger picture of how content you publish to your domain\/newsroom\/blog interacts with external links and search engines so you can achieve a proper synergy.\u00a0 Your efforts for your clients (and even your own) website should be directed with larger goals in mind and work long term to achieve tangible results.\u00a0 I say\u00a0at leas<\/em>t basic, because it is highly worth the time to get a deeper understanding.\u00a0 Learn effective\u00a0linkbait and link generation strategies, learn\u00a0what not to do, learn to maximize\u00a0the long tail, and learn about\u00a0findability and building deep interactions.<\/p>\n 3) Ability to work in\u00a0WordPress,\u00a0Drupal,\u00a0Expression Engine\u00a0and other modern CMS<\/strong><\/p>\n As a PR professional you need to be able to work with all communications tools hands on.\u00a0 Learning how to work with a CMS proves vital to being able to properly work with client\u2019s web properties.<\/p>\n 4) Understanding of what defines successful content<\/strong><\/p>\n As more and more businesses start to see the benefits of blogging and using social media, there will be less of a need from PR professionals to get them into the tools (that part is simple), but the real challenge will be helping them create content which actually gets shared.\u00a0 A blog definitely needs to be written and kept by a company, not by their PR agency.\u00a0 But, companies will increasingly turn to their PR agency for\u00a0 consulting on creating content which drives relevant traffic\/links and builds a subscriber base.<\/p>\n 5) Proven ability to build a successful blog<\/strong><\/p>\n As more PR agencies start to see the importance of the web, a nice qualification to have for yourself as a professional is a successful blog you have created.\u00a0 It doesn\u2019t even have to be on PR or marketing, just create one on something you\u2019re passionate about.\u00a0 It\u2019s all about showing you embrace the medium and understand it.\u00a0 In fact, it may be\u00a0more<\/em>\u00a0interesting that you have created a successful blog on a niche other than PR\/marketing as that proves you have a deep understanding of audiences outside your industry.<\/p>\n 6) Understanding of RSS and how to use feeds creatively If you aren\u2019t using an RSS reader to read content on the web and you\u2019re in PR \u2013 wow, just wow.\u00a0 Even more so than just using it for reading content, you should have an understanding of the application of RSS and how to use syndication to your advantage to build a fanbase, spread messages, get content deep within the social web and\u00a0other creative uses.<\/p>\n 7) Understanding of microblogging\/lifestreaming<\/strong><\/p>\n Twitter, FriendFeed and other microblogging\/lifestreaming services are absolutely amazing ways to share content and interact and will only grow in relevance as our digital and physical lives meld further.\u00a0 PR and communications people should be at the forefront of this and closely study the relationships formed and the way people discuss and interact with content.<\/p>\n 8) Understanding of what is possible with web apps<\/strong><\/p>\n Business are looking to their PR firms to help them build creative web apps that attract thousands of users across social media platforms.\u00a0 I\u2019m not saying you have to learn\u00a0Ruby on Rails, but you should at least know what is possible to create with these applications to be able to sketch plans for successful apps and be able to work properly with developers.<\/p>\n 9) Ability to work in YouTube, Squidoo, Basecamp, Feedburner, Google AdWords\/Analytics and other popular web apps Going along with the web apps trend, PR people should be fluent with working under the hood of popular web applications used by millions of people and businesses monthly.\u00a0 These apps are not difficult, but you should take the time to learn how they are all valuable for business and how to get the most out of them.<\/p>\n 10) Ability to process and understand site analytics<\/strong><\/p>\n Learning to interpret site analytics, see trends and make recommendations is a vital skill for PR people, especially as businesses start to see the value and care more about referral \/search traffic and see the importance of tracking results from all online marketing initiatives.<\/p>\n This is certainly not a comprehensive list \u2014 what else do you see as vital for public relations\/marketing professionals to have an understanding of for success both today and into the future?<\/p>\n","protected":false},"excerpt":{"rendered":" A\u00a0recent survey\u00a0from PEW Research Center for the People and Press confirmed what most of us already know:\u00a0 the net beats … <\/p>\n
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