As public relations work continues to evolve with more functions and responsibilities in the new media landscape, PR pros must embrace new skills to bolster their career prospects.Cognitive learning theory in the classroom more people now get their news on social media. More consumers prefer to view videos than read. More business executives require proven, quantified PR results.Cognitive learning theory in the classroom the PR and marketing functions continue to merge.

“in a media environment where constant change is the norm, and where the role of the PR professional continues to expand and evolve, ongoing professional development will be increasingly essential for PR pros across all levels of experience,” says joe cohen, national chair for public relations society of america.Cognitive learning theory in the classroom main skills to strengthen PR careers

Visual design acuity. Word skills are no longer enough in PR. The profession continues to become more image-focused.Cognitive learning theory in the classroom PR firms use software to design flyers, infographics, client invitations and other projects. Candidates with a basic knowledge of publisher, photoshop, illustrator or indesign gain an advantage over competitors.Cognitive learning theory in the classroom demonstrating your eye for photography, even if it’s taking iphone photos, is a huge asset. If you have a digital single-lens reflex (SLR) camera, consider some of the many photography schools or online photography resources.Cognitive learning theory in the classroom graphic design skills are relatively easy to acquire through youtube videos, free or inexpensive courses online at community colleges or public libraries.Cognitive learning theory in the classroom adobe also offers free online tutorial for those who purchase products.

Video. Clearly, people view and share online videos more. Numerous research reports indicate that video is the best performing content on social media.Cognitive learning theory in the classroom video attracts and holds attention of most people better than text. Videos can promote other types of content such as webinars, live events, ebooks, or even blog posts.Cognitive learning theory in the classroom they can explain products, give inside views of organizations, and promote company news. As facebook, instagram and other networks invest more in live streaming, live video offers a potential huge growth opportunity.Cognitive learning theory in the classroom also, understanding video metrics allows PR to analyze the effectiveness of video marketing campaigns.

SEO. Website managers need well-implemented search engine optimization in addition to great content to improve search engine rankings and attract web traffic.Cognitive learning theory in the classroom while PR pros generally understand the importance of backlinks in guest blog posts and media pitches, they’re usually less adept at the more technical aspects of SEO.Cognitive learning theory in the classroom it’s now important to understand and adopt SEO fundamentals, such as keyword research, google’s search console, basic HTML

PR measurement. PR agencies and corporate communications departments now expect staff members to measure PR results with multiple metrics and demonstrate how PR contributes to business objectives like increased sales and improved return on investment.Cognitive learning theory in the classroom PR pros who excel at measurement understand google analytics, native analytics of social media platforms and, most importantly, media measurement services.Cognitive learning theory in the classroom they know how to analyze and report share of voice, brand sentiment and other advanced metrics.

Measurement skills are in demand. Recruiters rank research, evaluation and measurement skills as one of the top five most desirable skills, according to the UK’s chartered institute of public relations (CIPR) 2019 state of the profession survey in the UK.Cognitive learning theory in the classroom yet it doesn’t rank among the perceived strongest skills of PR pros. Only 15% of those surveyed cite it as a common activity – 12th on the list.Cognitive learning theory in the classroom

PR pros well versed in data analytics will be better suited for PR measurement tasks. Many PR executives say data analytics is one of the most important skills for PR people, perhaps now almost as important as traditional skills of writing and interpersonal communications, many say.Cognitive learning theory in the classroom college-level or online courses on statistics and data analytics can help advance careers. An advanced command of data analytics is valuable also for proper use of statistics in writing press releases and other PR content.Cognitive learning theory in the classroom

Social media listening. Research shows that business executives believe social media listening is one of the most the most valuable services PR firms offer.Cognitive learning theory in the classroom research also reveals that social media listening is one of the top public relations trends. Social media listening uncovers customer needs that current products aren’t meeting, helps evaluate customer support and sales, and gathers information about competitors – all expanded responsibilities for PR.Cognitive learning theory in the classroom by learning how to use a social media monitoring tool and sharing information with other departments, PR pros can gain huzzahs and advance their careers.Cognitive learning theory in the classroom

“if you’re not listening carefully to customers and prospects, you can be sure competitors are and they’ll be the ones reaping the benefits from providing products and services that better meet the needs of customers,” warns angela hausman, a marketing professor at howard university and associate editor for the european journal of marketing, in a business to community post.Cognitive learning theory in the classroom

HTML. The ability to write HTML code in order to post content on websites, at least at the basic level, is now a must-have skill. You probably won’t be expected to code an entire site, but you should be able to fix a link or change a link color when needed.Cognitive learning theory in the classroom A grasp of HTML is also essential for SEO. HTML coding skills can be picked up on the job, but it’s best to learn before being hired in order to hit the ground running.Cognitive learning theory in the classroom

Organic and paid social media marketing. Social media has changed how publicists pitch to the media, how journalists find story ideas, and how the public consumes news.Cognitive learning theory in the classroom understanding social media means more than uploading images to facebook. It entails understanding the different best practices for various platforms, engaging with audiences, and connecting activities with business results.Cognitive learning theory in the classroom

Savvy brands realize that social media has become a pay-to-play game and are increasing their ad budgets. As marketing and PR functions continue to overlap, PR pros often oversee social media advertising.Cognitive learning theory in the classroom by understanding the advertising tools of facebook, instagram, linkedin, pinterest and other networks, PR pros can reach niche audiences based on a range of demographic factors, interests and other factors.Cognitive learning theory in the classroom some networks allow retargeting that, when done well, can re-engage previous website visitors.