Posted by Bo Muchoki, Research Associate

As I experience the ups and downs of the job search process, which is a job in itself, potential employers often hit me with the classic interview question: What’s your biggest weakness?More often than not, I tell them that my biggest challenge is staying current with all of the changes that are revolutionizing public relations. Indeed the new PR professional’s most significant obstacle to success is getting up to speed with these changes and the new skills that they demand. 

The internet is changing everything. In the old days, PR professionals relied on broadcast mechanisms to push key messages to target demographics. Nowadays it’s necessary to complement any and all conventional media efforts with social media strategy. In the past, practitioners sought after third party endorsements from influential journalists. In today’s world, the web is empowering a new group of influential voices: citizen journalists. The internet has transformed our methods of reaching the people who matter the most to us. Modern PR campaigns involve a strategic mix of old and new techniques. New public relations professionals need to be well-versed in both.

As the occupationundergoes great changes, those who are new to the profession will need to pick up new habits, skills and aptitudes to keep up with the times. In order to compete, recent and future grads with PR aspirations must adopt these new skills and attributes:

Social Media Literacy
Do you write a blog? How many people currently follow you on Twitter? These are questions I keep running into during job interviews. These employers are looking to hire people that are plugged in to social media. Professionals that are capable of developing a following and creating an online presence are in high demand. New pros should know how to use social media sites such as Facebook and Twitter for business purposes. Follow this advice. Avoid broadcasting spam-like messages. Instead, engage in real one-on-one conversations. Listen in to the dialogue about your company or client and reply with genuine responses. Participation is crucial. Social media are an excellent way to build trust, create brand loyalty and respond to situations as they occur.

Blogging
Writing a personal blog can be a beneficial creative outlet and a career-booster. It’s an effective way for people to find and learn about you. When employers type your name into Google, the search results will include your blog: a testament to your creativity, your writing skills and your communication skills.

Companies want somebody who can develop and maintain a following. An easy way to attract traffic is commenting on other blogs. After contributing your viewpoint to a conversation, it’s okay to include a link to your site. Once you have built a solid group of readers, make sure you keep their attention by updating your blog with frequent posts.

Blogger Relations
Demand for professionals who understand the art of blogger relations is on the rise. It pays to be able to reach out and build relationships with influential bloggers. For starters use tools such as Technorati, Google Blog Search and Blogged.com to find bloggers who write about your industry, company or products. Before you pitch these bloggers, do your homework. Read their blogs. That way you’ll be able to explain how your story is relevant to their readers.

HTML
An elementary understanding of coding will give you the edge you need in this competitive job market. With some basic knowledge of HTML, you can go the extra mile for your client by creating web-friendly press releases, writing and editing e-newsletters, reworking webpages and inserting multimedia into pitches, emails and blog posts. Whether you use classes, books or the internet to get up to speed, coding is definitely a skill you should invest in.

Search Engine Optimization
Working in PR, your responsibilities may include managing your client’s website traffic. That being said, a basic understanding of search engine optimization is invaluable. Search Engine Optimization, simply put, is the process of improving the prominence of certain websites in Google, Yahoo or Bing search results. When it comes to SEO, you can’t make your client any guarantees. But there are a few techniques you can use to shift the results in their favor.

Conduct research to find the most effective keywords for your cause. Incorporate those words into every aspect of your website. The next step is convincing Google that your website is popular and relevant. To do this, try to build as many incoming links from credible, legitimate and high quality websites as you can. There are numerous ways to build incoming links. You can start by writing interesting and buzzworthy website content that visitors will want to share with friends. Find a way to contact relevant websites and ask them to consider adding a link to your site. If you have more than one website, make sure you interlink them. As you build more links pointing to your page, Google will give your site higher priority. Think of SEO as a popularity contest. With adequate knowledge of these and other SEO techniques, you will be better equipped to manage your client’s online reputation.

During job interviews I acknowledge that my biggest weakness is my struggle to keep up with the rapidly evolving industry of public relations. To compensate for it, I cite my biggest strength: my passion for learning. Although college may be over for new grads, learning is as important as ever. For the new PR professional, the ability to grasp new concepts and master new skills is key to survival. For those of you just starting your career in public relations, make sure you get a hang of the five skills above and never lose your capacity to learn.