There are many qualities one must have to be successful in public relations in 2014. What may have been important for a person in public relations in the eighties may not be as important as a public relations employee today. Technology has evolved immensely making things such as speed, social media, and digital advertising important now when it hardly played a factor decades before. Technology has evolved from writing to typing and adding visual elements such as graphics and video. This has changed the standards of what it takes to be successful in public relations. According to Richard Edelman, one needs to embrace a more visual approach, create stories in two styles (rational and emotional) and form ideas based on data and insights. Consumers react to visuals. Visuals have become a standard in public relations and are more or less expected. Edelman talks about creating stories in two styles - rational (fact based) and emotional (shareable and social by design). Edelman says, "Storytelling at the speed of now is in the DNA of PR". This is so true. Writers must produce content to meet the high demands for online, print and broadcast journalism. One also needs to be a driven multitasker who can meet the demands of an evolving business. One of my best friends from high school was the Editor in Chief of the student run newspaper at Chico State University and went on to be the community manager at The Hunt. The Hunt is a community based shopping app where you can post a picture of an outfit or item you want but don't know where to buy it and the community will essentially hunt it down for you. Her position at The Hunt, let alone the company itself, wouldn't have been around decades ago because of the nature of the company being tech based. Her skills as a writer, social media nut and a keen eye for visuals among many other things helped land her the job. When the business changes your techniques have to change as well.
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PaigeCreighton University Archives
December 2017
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