Brands, companies and organizations all have a need to communicate with their various constituents. While they may use paid media like advertising to reach their audiences, they understand there can be great value in the earned media achieved through public relations. An effective public relations program complements a brand’s paid advertising efforts, allowing it to communicate in authentic and believable ways.
Nearly every major company and organization seeks skilled communication professionals who can carry out effective public relations programs. Specifically, they look for people who:
- know how to develop strategic messages that help accomplish organizational goals
- understand how to shape and enhance brand reputation, often through effective storytelling
- possess the ability to build and strengthen relationships with all their audiences — including the media, employees, customers, stakeholders and the public
Students who focus their coursework on the public relations interest area will be equipped with these skills to prepare them for a career in PR. Several course offerings explore how to communicate strategically to build successful relationships with key audiences. Students also will be introduced to the various tools and tactics PR professionals use, ranging from the press release to social media to events.
Skill sets valued in public relations
- Strong writing ability
- Good oral communication skills
- Ability to think and act quickly on your feet
- Strategic thinking and planning
- Good organizational skills
- The ability to see and communicate about multiple sides of an issue