When Ron Culp started out in PR, the profession had a simple 2-prong focus–media relations and internal communications, mostly the former. Although both remain important, the PR mind today should be divided into at least 10 sectors as depicted here by John Bell, head of the 360° Digital Influence team at Ogilvy PR.

John says the next generation of PR pros will need to be strong in the following 13 skills, and he provides additional insights on six of the points through expanded “how to” posts. Just click on the underlined skills. Check back with his blog or here since he intends to eventually expand on all 13.

13 Skills of the PR Pro of the Future

1. Create integrated marketing and communications strategy
2. Deploy live ‘listening posts’ online and offline
3. Design and deploy an advanced search engine optimization program
4. Plan and run a new media relations program inclusive of head-of-the-tail and long tail “media”
5. Identify & engage with influencers online and offline
6. Manage communities
7. Integrate new technologies into their own lives
8. Model measurement and performance metrics including new “engagement” metrics
9. Run quick pilot programs and evaluate on-the-fly
10. Train staff and clients continuously
11. Participate in conversations, not just ‘messaging’
12. Create and execute content strategy including video programming (hifi and lowfi)
13. Use digital crisis management

Read the story here.

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