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?
