Human
face of the E-mage
What
should the new digital PR practitioner learn?
We've
all heard countless forecasts of what the year 2000 will
bring. One trend, at least, that seems a certainty is the
continued growth of the public relations profession. For
many of the new communication challenges that the Internet
world brings, PR is clearly the logical solutions provider.
As
this discipline evolves, so must the individuals who work
in it. What skills do PR professionals need to succeed in
the 21st century?
PR
practitioners must be capable of working on a cross-disciplinary
basis to help protect and enhance corporate reputation -
to collaborate with human resources to sustain employee
morale during a plant closing, or with the heads of marketing
and sales to protect shareholder value and customer loyalty
in a crisis situation.
The
consensus today, widely taught in business and management
schools, is that the public relations function contributes
significantly to the overall success of a business. Indeed,
it plays an integral role in determining the perception
of a company, its principals and its activities.
Given
the way the discipline is evolving, what qualities will
PR practitioners need in the future, and how can they develop
these skills?
So
what should PR practitioners know about the web?
Be
Aware of the Net
The
Internet is fast becoming a key source of information. PR
people need to be expert at positioning their clients in
this medium. They should advise clients on how to use the
Internet effectively as a tool for communications and businessl.
Apply
E-technology
While
the Internet allows for faster and more efficient communication,
it also creates challenges for PR professionals. To succeed
in this profession, one must keep up with the changing technology,
even if one doesn't specialise in high-tech PR. The advent
of the Internet has also heightened the importance of being
able to deliver results to clients quickly.
Target
Tomorrow's Businesses
Investigate
some of the new fields that are emerging as the knowledge-based
economy evolves - they may offer the best career opportunities.
E-commerce, for example, is a rapidly expanding field, ripe
with issues that present compelling challenges for public
relations professionals.
Know
the Media
For
all the changes in this field, media relations remain a
primary tool of the PR practitioner (especially for those
on the agency side), and the cornerstone of many a client's
communications programme. It is a highly effective tool
to communicate a client's message to its target audience.
Master
E-media
The
growth of the Internet has resulted in the proliferation
of online media – which of course, brings in new communication
vehicles for PR practitioners to master.
Maintain
Basic Skills
While
expertise in a particular sector is important, it goes without
saying that the PR professional still needs the fundamentals:
excellent writing skills, an attention to detail and a knack
for thinking creatively. These remain vital to success,
even in the new digital world. The ability to write a cogent,
persuasive document will always separate the best from the
rest.
PR
is a field that requires decisiveness and action - and that's
one thing that is not going to change in the 21st century.
Clients have no use for lukewarm, ambivalent counsel. Events
and news stories will continue to move at lightning speed.
So should you.
Related
Reading:
1. “The Internet Public Relations Plan”(1285)
Greg Sherwin
www.connectingonline.com; September 2000.
2. “Getting the Right Spin: PR on the Net”(1286)
James Ledbetter and Bernhard Warner
The Industry Standard, February 1999.
