10 Qualities Employers Want When Hiring Public Relations Employees

There are 10 qualities public relations placement executives want.

Good Writing: Excellent writing skills are more important than ever.

Intelligence: Bright, clever, quick-witted are what public relations placement executives seek. As written in, “Six Abilities All Public Relations Practitioners Must Have”, public relations isn’t a haven for mediocre minds and lackluster personalities.

Cultural Literacy: Public Relations Practitioners are well-rounded and well-educated about the arts, humanities, and current events.

How to Recognize a Good Story: Placement and management of good stories that give organization visibility, build brand recognition, and enhance the organization’s reputation.

Media Savvy: Ability to work with editors in the domains of different deadlines, formats, and needs. Please read the article by Mashable, “The Future of Public Relations and Social Media”, to understand the relationship between Mass Media and Public Relations.
Contacts: Connections with people in the media, government, industry groups, and non-profit sectors. They can help you get crucial and timely information or/and make things happen.

Good Business Sense: Weave public relations into the overall business strategy. The PR professional must know how the business operates and a copious amount knowledge in the employer’s industry. This includes the need to link PR outcomes with the organization’s return on investment.

Broad Communications Experience: To succeed, a PR professional must have vast knowledge of all the PR tools from in-house newsletters to media and investor relations’ documents. Working knowledge of social media, video production processes, and online distribution.

Specialized Experience: After some general experience, a PR practitioner should focus on a specialty.

Fresh Perspective: Employers look for broad-based individuals with multiple communication and problem-solving skills.


Six Abilities All Public Relations Practitioners Must Have

There is no single type of personality for public relations (PR). Because the field is very diverse, it needs many differing personalities. Some PR jobs require consistently talking to clients and the public. Other jobs demand sitting at the desk, planning, researching, and writing.

In any PR job, an individual must have these six abilities:
The first ability is Writing Skills. For someone to convey information and ideas quickly, clearly and concisely in written form.

The second ability is Research. One should argue based on facts, not generalities. The person should be able to draw information from an array of sources and original research. For instance, information should be drawn by designing and implementing polls or audits. They should also read from internet databases and the newspaper.

The third ability is Planning Expertise. The individual must be able to develop or coordinate public relations tools and activities. He must plan that everything is on time, with no problems, and in the budget.

The fourth ability is Problem Solving Ability. The individual must solve complex problems through innovative ideas and fresh approaches. Individuals that show they consistently come up with creative solutions receive higher salaries and more frequent promotions.

The fifth ability is Business/Economics Competence. Public relations practitioners must have a solid grounding in economics, marketing, and especially management. This is because many business decisions include PR professionals on the decision-making table.

The sixth ability is Expertise in Social Media. The PR practitioner is expected to have expertise in mainstream media relations and to be social media savvy. They are expected to have knowledge in social networks, blogging, tweeting, podcasting, search engine optimization, web content management, and social bookmarking.

Available Sectors for PR Practitioners to Find a Job In

This article will list, with descriptions of each, where public relations professionals can work.

Corporations offer the most – and most diverse – jobs in Public Relations. In corporations, the PR employee is usually focused on one public. An example would be an employee focusing on either employee relations, community relations, government relations, investor relations, etc.

Nonprofit Organizations and Trade Organizations:

Public relations’ duties in robust nonprofits or trade organizations are like those in corporations. They have several practitioners each focusing on a single public. There are usually no investor relations roles since the nonprofits don’t have stocks. Instead, there are PR functions unique to nonprofits, such as donor relations, fundraising, and member relations.


There are 4 publics that PR practitioners have to focus on in the Government sector. They are voters, news media, employees, and special interest groups.
Entry-level PR duties include writing news releases, responding to constituent concerns, and writing position papers that help politicians articulate their beliefs. Upper-level duties include speaking to reporters, writing speeches for politicians, and briefing officials on public opinion.

Public Relations Agencies:

Public relations agencies could be hired by a corporation, business, and person. Corporations who have a public relations team may hire an agency for something their PR practitioners can’t handle. PR Agencies could also handle all of the public relations for a client.

Independent Public Relations Consultancies:

An independent PR Consultant is essentially a one-person agency. They usually specialize in a particular area in public relations, for example, community relations.