PR Skills: What You’ll Learn

There are many skills you can learn from working in a multifaceted company like this one. Over the past five months I have garnered much knowledge about the inner workings of PR and how the working world around it all comes together. 

  • Liaising with Journalists - I never knew that PR teams work so closely with journalists and often feed them stories that are read all over the UK in newspapers and online. The skills that you need for this is; managing names of journalists that have moved on to a different position or company, time keeping, efficiency with tasks and answering emails. 
  • Managing your inbox - It is very important that your emails are organised in a way that suits you. Your inbox is often filled with messages and newsletters that other teams have written and curated as well as responses from journalists, team updates and invitations to meetings that take place. Organising your inbox will allow you to prioritise things and keep your inbox clear so that important messages are at the top of your list. 
  • Keeping up with the news - Whether you get your news from newspapers, online or through social platforms, it’s all relevant. As long as you are constantly looking at news stories, you’ll start to find some that relate to your team and in turn will help when it comes to creative campaigns and the like. 
  • Press Releases/ Pitching - It is a vital part of PR to write a press release or a pitch. A pitch is a short summary of what you are trying to sell into the newspaper or magazine whereas a press release is the official document providing key information as well as editors notes for the journalists. 
  • Note taking - Note taking is essential in all parts of life and PR is no different. You’ll be taking notes in meetings with your team, taking notes on webinars that you attend, noting down responses from journalists and any other important information that you need. You write notes on the platform that suits you best, if that is typing on your laptop or if it is writing it down on pen and paper. It shows that you are alert and willing to learn from your team members when you take notes. 
  • Media Auditing - A media audit is when you search the web for keywords or if your team has sold a story, you search the web for how many magazines the press release has been in. You can also media audit for journalists and this ties in with Roxhill, the online platform that houses the database for journalist contacts.
  • Social media - As a media agency, I don’t have to exaggerate the importance of social media; Instagram, Tiktok, Twitter and LinkedIn are all important for research. You’ll be searching Instagram and TikTok for influencers as well as Twitter for trends. Each plays a part in how a creative brief might come together to help bring you inspiration. More importantly, you'll start to understand what works where in terms of briefs that you are given and how to market them to be successful on social media, because at the end of the day having a social impact will drive back consumers to want to spend money on the brand. 

Written By: Mariam Shobowale