Since teaching public relations at The University of North Texas, I’m often asked by prospective employers about the skill level of senior PR students. It’s an interesting question on many levels but particularly when you stop to consider the foundation of that question. Certainly the knowledge, skills and abilities (KSAs) that I believe a PR student needs to have on entering the profession can differ radically from what a prospective employer envisions.Overall, I think it’s important for PR students to learn strategic communications. I would rather students be able to critically think through their communications goals and objectives, and be prepared to practice public relations ethically. I believe that skill set will be invaluable to them, as they enter the field.
That said, a recent report undertaken by Korn Ferry and the Public Relations Society of America, 2009 Digital Readiness Report,“Essential Online Public Relations and Marketing Skills,” indicates that employers are looking for almost a 50/50 blend of traditional and social media skill sets for new hires.
I do teach social media technologies and the power behind viral PR, along with traditional media tactics, such as press releases, media kits and backgrounders; yet, it’s often a balancing act to ensure students are properly prepared to enter the field.
What KSAs do you see as being vitally important for PR newbies?
I agree strategic communication is important but believe strong writing skills are the most important skill for a young graduate to demonstrate. I am astonished at the writing skills I see today and wish this cornerstone of our profession would receive more emphasis in the classroom. Resumes with typos and grammatical errors will not lead to interviews from me.
ReplyDeleteThank you for helping to teach this generation. Your dedication is wonderful.
Thanks, Mary. You are absolutely right that students need to continually hone their writing skills!
ReplyDeleteJudgement! Many PRs get too close to the client/ employer. A PR should always be the eyes and ears of an organisation and not afraid to speak out when they spot an issue brewing. Plus a generous dollop of diplomacy to speak out without ruffling too many feathers!
ReplyDeleteI agree with Mary, writing and solid communications skills come first. Second: business skills.
ReplyDeleteIn order to understand PR and/or social media in the context of a marketing communications program, a student should understand marketing. PR and Marketing serve business functions as well as communications. FWIW.
Davina,
ReplyDeleteGood point on helping students better understand marketing. At UNT, we have a course that explores integrated marketing communications in great detail, but I can certainly stress this more in all my classes. Thanks for the tip!