Home – 5 Tips From PR Professionals to Remain Career-Relevant

5 Tips From PR Professionals to Remain Career-Relevant

Posted on 04-12-2017 by Anna Stevens

In such a fast paced world, it is important to continuously develop a skill set that helps you remain career-relevant, especially in the PR world. Recently, we hosted a webinar with three PR experts: Lauren Doyle, Vice President of Wordsworth Communication, Sean Parker, Vice President & PR Director of Fifth Third Bankcorp and Ryan Williams, Director of Enterprise Media Intelligence at LexisNexis. Throughout the webinar these experts discussed tips to remain relevant in today’s PR industry, below are some of the top tips.

Understand the PESO Model

When looking at the new PR economy it is critical to look at the way paid, earned, shared and owned media – the PESO model – work in conjunction. Having a delicate balance of these is paramount for PR pros as we look at skills that will be needed in the new decade. Skills that have been identified as the most relevant for PR executives in the upcoming decade include social media community management, creativity, multimedia media creation and insight and planning

A Shift from “Publicist” to “Content Strategist”

Lauren Doyle, Vice President of Wordsworth Communications, has identified the greatest opportunity for PR practitioners as the move from “publicist” to “content strategists”. With 69% of marketers creating more content than one year ago the demand for content is clearly on the rise. Having such vast amounts of content does create clutter, so it is important to staff your department with roles that may be non-traditional but align with where the market is headed. This includes having a greater focus on video and digital strategists than ever before.

The Art of Building Relationships 

Building relationships with individuals that can influence and amplify your core message can be extremely beneficial and can last a lifetime. Sean Parker, Vice President & PR Director of Fifth Third Bancorp proposed that the “Quality of relationships outweigh the quantity of stakeholders and influencer relationships.” Having a deeper connection with influencers can have a greater impact and prove to be more valuable in establishing mutual benefits.

Performing Analytics

One way for PR professionals to better understand communications performance is to explore performance analytics and identify relevant information. There is estimated to be 44 zettabytes of data in the world by 2020 so it is pivotal to filter data and to select the insights that are pertinent. Make use of technology like a media intelligence solution to quickly capture and analyze information.  

Know How to Measure the Impact of PR Campaigns

There are four basic principles of measuring the impact of PR campaigns: outputs, outtakes, outcomes and the overall impact. Outputs include tangible metrics and impressions, while outtakes focus on behavioral changes in consumers such as increase in website traffic or a change in stock price. Outcomes take into account the outtakes and connect them back to the overall impact of the campaign. Ryan Williams, Director of Enterprise Media Intelligence at LexisNexis, who created this model stated, “This is the framework that every PR pro needs to start thinking about in terms of how you come up with strategy, analytics platforms and relationships and having it all tie back together.”

The evolution of PR is moving at a significant rate which means modern PR professionals have to continuously develop new skill sets to keep up with the trends. To stay up to date with these trends and remain career-relevant you can improve your skills by attending seminars, webinars, online classes and briefing experts in other departments.


Here is an infographic that quickly recaps all of these tips and tricks:


3 Ways to Apply This Information Now

  1. Keep up with the media buzz with a media monitoring and analytics solution like LexisNexis Newsdesk®.  
  2. Sign up for a personalized demo and consultation of LexisNexis Newsdesk®. 
  3. Share this blog on LinkedIn to keep the dialogue going with your colleagues and contacts.

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