The core skills of the modern PR professional are based on gaining the most important currency for companies today: Trust.
Consumers are more connected than ever, and they have countless options of brands to follow, shop, support and share. Brands must take smart steps to reach these individuals on the platforms they use every day and serve them messages they'll value and trust.
The following are four of the most critical abilities for modern PR professionals to possess:
The chaotic media climate today, in which blatantly false and malicious stories can lead to very real consequences, presents a serious challenge for PR professionals. These individuals have to realize the magnitude of the problem and counter with clarifications.
PR prosâ€™ best practices
With so much access to information, consumers are looking beyond brand's own communications to get information. PR pros today are learning to work with influential figures to reach large audiences with messages that come from people rather than companies.
PR pros' best practices
Download the full eBook today for details on two more key capabilities modern PR pros rely on—media analytics and multimedia.