Being in one industry for a while, you start hearing the same themes, patterns, MUST HAVES and skills over and over again. Even in an evolving industry like marketing and public relations, you still hear the same, familiar tropes and seminal works on what it means to be a great marketer.
- the medium is the message
- good writing is good marketing
- evolve or die
- etc. etc. etc.
That’s why I found this article on the emerging trends in public relations so refreshing. It looks at what skills are becoming more and more important for this industry, and how to apply them to your current work. Instead of focusing on the traditional skills everyone must learn, this looks at what you can expect to be asked to do. Here’s a quick look:
1. Storytelling — Would you tell the same story the same way to two different people? What if one person was a 45 year-old mom and the other a 7 year-old boy? The audience will change, and investing time into learning what your audience is about and how they like to be spoken to is key.
2. Quantification — ROI is huge anywhere, but it’s been nearly impossible to track relevant and usable data in marketing and PR. That’s changing and it’s important to know how to analyze data and pay it forward to the next marketing plan or project.
3. Visual Communication — The article is right, everything is visual and the latest apps and websites that are thriving hinge on good design and visual appeal i.e., Pinterest, Instagram, etc. Knowing how to turn your message into a compelling visual can take storytelling even further and make it more memorable. Everyone loves a good picture, right?
4. Proactive and predictive monitoring — Instead of reacting to what the media has said, look ahead and get in front of the conversation. Maybe start the conversation? But reactive media monitoring puts you a step behind.
5. Adaptation — Probably the scariest one. As the term “marketing” and “PR” grow more fluid and all encompassing, professionals need to be able to move quickly, learn even quicker and become experts at many different things. Being a student of the industry can get you pretty far if you’re willing to take the time to observe, soak it in and learn everything you can.