Communications Occupation - Tips on Using Communication Skills in Public Relations

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In a communications occupation such as a public relations (PR) professional, the most important skill is effective communication for obvious reasons. An excellent public relations practitioner has equally excellent communication skills on all levels from the written to the oral and from the verbal to the non-verbal forms.

After all, the PR occupation is all about conveying a specific message to a target audience in an effective and efficient manner, which requires communication skills extraordinaire.
So, the next question will be regarding the what, why and how of using one's communication skills in a public relations career or in any of the communications career, for that matter, such as in investigative journalism and mass broadcasting. Here then are the tips to translate one's communication skills into a successful public relations career in any field chosen, say, in the military.



Master the Medium

As previously mentioned, a successful public relations professional must be able to communicate effectively on all levels possible. This also applies to becoming the master of all the media in which public relations is practiced from the written to the spoken and everything else in between that may come up with the advent of technology. Let's discuss the traditional media first since these are still the most effective ways in communicating the organization's messages to the general public.

On one hand, the communication occupation is rooted in the mastery of the spoken word and everything that it entails including facial expressions, bodily gestures, and voice tone. Everybody involved in PR occupations are comfortable with public speaking albeit in varying degrees but the fact still remains that the practitioner must be ready to face an audience at the drop of a hat.

On the other hand, a communications career also demands mastery of the written word. In fact, it may well be the most important skill that the public relations practitioner must develop first and foremost regardless of the industry one is a part of. Keep in mind that the PR professional must be able to write press releases, news articles, advertisements, annual reports, web content, product descriptions, and other printed materials.

So, if you are going to use your communication skills in public relations be sure that you have mastery of the medium. Take note that each medium will require different approaches for higher levels of efficacy in communication.

Maintain the Relationships

The communication occupation is also about creating, nurturing, and then maintaining the beneficial relationships between two parties - the organization that the professional serves and the respective public that the organization serves in turn. As such, you must possess the right communication skills to deal with all kinds of people from all walks of life that will lead to these beneficial relationships.

In a PR occupation, you must have the ability to identify the sectors of society that will provide assistance in conveying the message. We are talking about the organization's clients, relevant stakeholders, and other opinion leaders. If you can direct your effective communication skills to these sectors then you can consider your communications career sealed in a good way.

So, how is this possible? Be active in the social circles. Talk to the industry bigwigs even when nervousness attacks once in a while. Smile at the people you meet in industry gatherings and events. Attend seminars, trainings and workshops, where the target public is present. In short, be visible, be communicative, and be open to new professional relationships.

Make Technology Work

The PR occupation has not been immune to the changes in technology either. As a matter of fact, PR professionals must be able to use the Internet and all its possibilities to convey the organizational messages to millions. Official websites, blogs, electronic new releases, and even viral videos are changing the way that a communications career pans out for its professionals.

You must learn to communicate in multiple media. In this way, the gains of one medium will complement the gains in another medium. Ask yourself how podcasts can improve news releases, how can videos become viral hits, and how can the online world be conquered using adaptations of the traditional media and innovations on them as well.

Indeed, we cannot overemphasize how important effective communication skills are in a communication occupation like a public relations specialist. The trick is in harnessing the new media of the Internet while still paying attention to the traditional media. Get more information on this career through the PRCrossing.com website where job opportunities also abound. Take advantage of their free trial today!
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