The public relations industry has long been built on two core skills: writing flawless content and garnering influential media coverage on behalf of a client. If you embodied both skills, and could execute them well, you were bound to be a successful PR pro.
But, what about today? With the evolving skillset of PR professionals, it’s more important than ever to be armed with multiple proficiencies to develop and manage successful campaigns. In addition to the core competencies of a traditional PR professional, the following social media skills are key for any PR professional looking to grow within the industry.
Reporting social analytics.
Sure, writing a captivating Facebook post is great, but it doesn’t carry a lot of weight if you can’t show its audience reach. Tracking analytics allows us to identify what’s working and what could use some changes. If an Instagram post gets 30 more likes than usual, we need to ask ourselves why, review and analyze the metrics, and carry key facets of that post into future social media content. Whether it’s through paid or free reporting services, professionals should be tracking impressions, engagements, reach and more to better understand social performance.
Public relations often intersects with advertising, traditional and social. It’s common to facilitate or provide recommendations for advertising requests. According to the latest CMO survey, social media advertising budgets are predicted to increase by 32 percent in 2018 and almost double by 2023. Understanding basic terminology and vocabulary is easy with simple resources searches online, but to truly become well-versed in the space, you may consider taking an academic course on social advertising.
Basic graphic design.
Crafting social media messages is imperative, but so is creating the right image to go along with it! Graphics are a great asset to use text, photos and elements that can make your social post stand out. Although the most seasoned graphic designers use Adobe Photoshop and InDesign, it’s not necessary for all public relations professionals. Canva, a free website with a “drag-and-drop” format, is an easy tool for beginners. Let your social images stand out, not blend in.
As the public relations industry continues to evolve, its professionals should too. Take time to gain a basic understanding of traditional and new-age PR tactics, and you (and your clients) will be in good hands.
Think your business could benefit from social media and reporting metrics? Contact Lauryn Gray at firstname.lastname@example.org, or request a consultation today.