What Public Relations Organizations Are Looking for in a College Graduate

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Graduation lurks around the corner and all public relations undergraduates can think about is, "How can I get my dream PR path started?". Once graduation hits, each student will pursue a particular interest and will begin to follow the path it sets out. In order to get started on your path, here are a few things to keep in mind on what PR firms and organizations are looking for:
 

First thing is first, strong communication skills is an absolute requirement. Communication drives the public relations world, but in order to communicate efficiently, you must have listening skills to know your organization, clients and public. These skills apply through all communication: face-to-face, social media, telephone and in writing. 

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Public relations is defined by Public Relations Society of America, as a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Along with communication skills, a new college graduate should have vigorous research skills. This is an important skill that companies look for in a potential candidate because you must  have a constant knowledge about your particular or potential clients and their needs to be able create a platform of mutually beneficial relationships between the select organization and its publics. Not only do you need to create this platform, you must be well informed on current affairs.

By now, every public relations student should have writing skills that will set them apart from other applicants. As many should know, writing is what brings together verbal communication and the research skills that you have acquired throughout your efforts. In order to sustain the title of a compelling writer, you must pay attention to detail and be able to write a wide range of content. A good writer can respond efficiently, even under pressure.

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In order to be interview-ready, it is important to polish a wide variety of writing samples including press release samples, articles, blog posts and fact sheets among others. If you have blogged or have been active in social media for an organization, it is critical that you include these media-writing samples to show your writing in action. With a bachelor of arts in journalism, internship experience is a requirement for an impressionable interview to present what work you are capable of, as well as its results.

No matter what direction your public relation path takes you, make sure to constantly update your professional portfolio, social media and networking sites with new content, publications and work experience.

By: Jackie Sears

Works Cited:

Porter, J. (2013, December 29). 4 skills PR newbies should possess (if they want a job).         Retrieved from http://www.prdaily.com/Main/Articles/
4_skills_PR_newbies_should_possess_if_they_want_a_13983.aspx

Public Relations Society of America. (2011-12). About Public Relations. Retrieved from https://www.prsa.org/aboutprsa/publicrelationsdefined/#.VqJ4Q_EyIQ0 

Turner, A. (2013, January 16). Five must-have skills for a career in PR. Retrieved from http://www.theguardian.com/careers/pr-five-must-have-skills