CAREER ADVANCEMENT / SEP. 06, 2014
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Top 5 Essential Skills for PR Practitioners

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1. 1. Good communication skills
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PR practitioners must be confident with different audiences – including existing and potential customers, suppliers, opinion leaders, investors, media and government officials. This is because their role may involve liaising with clients, journalists, and other important stakeholders. It is also essential to have exceptional writing skills as it is likely you will be creating press releases, articles, annual reports and content for newsletters. In addition, you should demonstrate impeccable skills in editing press releases, texts and reports.

Public Relations is an integral part of an organization’s success and survival because in today’s competitive market, reputation and good relationships with all organization stakeholders play a critical role in whether your customers will do business with you. The task of the PR practitioner is to manage reputation and “establish and maintain goodwill and mutual understanding between an organisation and its publics”. Alternatively, it can be viewed as the art of talking to the right audience in the right voice so as to positively influence their perception.

Working in the field of Public Relations can be a really rewarding career with an abundance of opportunities across every business sector. If you are passionate about working in communication positions, here are the top 5 must-have skills for PR practitioners to make the most of:

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