New Skills in Pr?
John Bell wrote in his blog , Digital Influence Mapping Project about the “ideal practitioner of the future.” A kind of idealistic view of the skills and the person required for the new communications environment.
Skills
- Create an integrated marketing and communications strategy
- Deploy live ‘listening posts’ online and offline
- Design and deploy an advanced search engine optimization program
- Plan and run a new media relations program inclusive of head-of-the-tail and long tail “media”
- Identify & engage with influencers online and offline
- Manage communities
- Integrate new technologies into their own lives
- Model measurement and performance metrics including new “engagement” metrics
- Run quick pilot programs and evaluate on-the-fly
- Train staff and clients continuously
- (What am I leaving out)?
I would add to this that to really communicate effectively in the New Zealand context on behalf of clients, communications advisors need to have , or have access to the traditional PR skills as well.
The two different skill bases (with some overlap) make for a winning combination. Would you add any skills to this list in the New Zealand Context?
