Can PR People Learn New Skills?

Last week it was reported by PR week that recruitment consultants were complaining of a shortfall in public relations professionals with a general understanding of social media.

Online PR and social media continues to be a developing service and its services, solutions, ownership and definitions vary depending on the communications professional or organisation presenting its case. 

In order for online PR to be effective and diverse, its proposition should be supported by a specialist agency or qualified workforce offering a mixed skill set.  A blend of communications and technology skills is a pre-requisite for today’s communications professionals.  More people are needed in this space.

Traditional methods and people generally don’t fit a ‘new’ media. By using online PR as a proactive approach to marketing and integrating traditional methods with new e-strategies and technologies, you will get successful, measurable and efficient campaigns that build brand equity, increase online visibility and drive visitors to websites.

There is also better ROI. The benefit of applying technology to PR techniques is that campaigns can be monitored, be very results-driven and focused around solid deliverables and quantifiable standards of success.  For years, many PR agencies have sold services that lack defined deliverables.

Online Public Relations services will continue to develop as new ideas and technologies advance, while traditional PR skills and techniques will become increasingly irrelevant.

Ultimately public relations will only be online and a new breed of communications professional will emerge. However, if the PR industry wants to take ownership of this service and not lose out to digital agencies it needs to look long and hard at its own service proposition.

Who grabs the largest slice of this rising cake will depend on who offers the most relevant skills, knowledge and clearly defined and measurable services.