The question desk
In the fast-paced world of public relations, staying ahead requires more than just a basic skill set. Social Media Experts and Founders share their invaluable insights on what often overlooked skills are crucial for PR success. From understanding the power of empathy to the importance of perseverance, these experts offer five key takeaways. Discover how empathy strengthens PR connections and why perseverance is essential in PR work in our latest article.
One often overlooked skill in PR is empathy. While technical writing and media relations are essential, understanding and empathizing with your audience-whether it's journalists, clients, or the public-can lead to stronger, more genuine connections. For example, during a challenging media crisis, I took time to truly understand the concerns of both our clients and the media. By listening actively and responding thoughtfully, I was able to craft messages that addressed emotional concerns while also providing factual clarity, ultimately strengthening relationships and maintaining trust.
Andrew ChungFounder · Best Cafe DesignsOne often-overlooked but crucial skill in PR is the ability to navigate press release distribution effectively. Many assume that crafting a compelling press release is enough, but the real impact lies in understanding how to get it in front of the right audiences. This involves knowing where to send it, building relationships with media contacts, and timing distribution to maximize exposure.
Through bestcafedesigns.com, we gained firsthand experience with this process. In curating and promoting our platform, we learned how to identify key media outlets and distribution channels that aligned with our niche. Whether reaching out to design-focused blogs or architecture magazines, we fine-tuned our approach to ensure our press releases resonated with the right audience. By doing so, we not only amplified the visibility of our brand but also created meaningful partnerships that enhanced our credibility and reach.
This experience taught us that press release distribution is as much about strategy and relationship-building as it is about storytelling. For others in PR, my advice is to invest time in understanding the distribution landscape and building networks. A well-distributed press release can be the difference between being seen by a handful of people or becoming a widely recognized voice in your field.
Matias RodsevichFounder & CEO · PRLabOne often-overlooked skill in PR is understanding data. Knowing how to analyze content performance-like tracking visitor behavior or testing headlines-lets you prove real impact beyond outdated metrics like AVE.
For instance, I've used cohort analysis to identify patterns in how audiences return to content, helping refine strategies. Data becomes powerful when you know how to use it, turning insights into actions that drive measurable success and build credibility with other business functions.
Donna SeguraPublicist · OleanderPRLISTENING to your clients (current or potential): Listening to a client's needs, thoughts, concerns, and goals builds trust and ensures your PR strategy aligns with their unique vision and expectations, particularly if they've had negative or no prior experiences with PR agencies. This empathetic approach demonstrates respect for their perspective, helping to foster a strong partnership and mitigate any apprehensions they may have.
I have had experiences where a couple of potential clients, one had never worked with a public relations agency before, the second had a terrible experience. Key behavior a publicist can implement include:
. Starting with Open-Ended Questions
Ask questions like, "What are your main goals for this partnership?" or "Can you share your past experiences with PR?" to encourage them to share openly.
Avoid interrupting while they explain; let them fully express their concerns and needs.
2. Practice Active Listening
Show engagement by paraphrasing their key points: "It sounds like you're worried about X because of Y. Did I understand that correctly?"
3. Acknowledge Their Concerns
Validate their feelings without being defensive: "I completely understand why that experience might have left you feeling hesitant. Let's make sure this process is different."
4. Offer Transparency
Be clear about what your PR approach entails and how it addresses their concerns. For example:
"Unlike what you may have experienced before, we focus on X to ensure Y."
Avoid jargon and explain processes in simple terms.
Obviously, this is basic commonsense however many PR Pro's tend to overlook such simple things that tend to be a tad offputting to the potential or current client but if done right, not that it always yields a successful addition to your roster, it leaves a positive afterthought where they may revisit the conversation, and or provide referrals to your agency.
Yuliia AntoniukPR Supervisor · JoobleOne skill that's often overlooked in PR, but is absolutely essential for success, is perseverance. People often imagine PR professionals as extroverted, highly sociable individuals who spend all their time networking with journalists. While having a strong network is certainly important, the reality is that much of PR work is operational and involves a lot of routine tasks. This requires tremendous patience and persistence. Without these traits, it's difficult to effectively pitch to the media, analyze large sets of data, or craft compelling written materials. Often, we can spend days perfecting press releases, researching, and tweaking every detail. The ability to stay focused and push through these tasks is what truly separates the successful PRs from the ones that fall short.
