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 of the PR jobs require consistently talking to clients and publics. Other jobs demand sitting at the desk, planning, researching and writing.

In any type of PR job an individual has to have the following six abilities:

  • The first ability is Writing Skills. For someone to be able to quickly, clearly and concisely convey information and ideas 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 a wide 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 has to be able to carefully develop or coordinate public relations tools and activities. He needs to make sure to plan that everything is on time, with no problems, and in the budget.


  • The fourth ability is Problem Solving Ability. The individual has to 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 current 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.

By: Brian Gottesman

Brian Gottesman is a Public Relations Executive with over 9 years of experience in public relations and publications. His work has been published in several network television, print and blog outlets including Fox News, CBS, The New York Times, Wall Street Journal, Buzz Feed and Mashable.

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