Four Steps to Becoming an Amazing Leader in PR
What skills does the PR pro of the future need?
Every workplace in every industry has a boss, however, only a few have a leader at the helm. So how do you define leadership in public relations? Leadership in PR has very little to do with hierarchy and all to do with the abundance of effort, dedication, and selflessness one puts into it.
The PR industry has witnessed drastic changes in the past decade, and leadership has, therefore, become a cornerstone for industry success. And while every PR boss may see themselves as a leader, not everyone has a clear grasp on what that actually means. With that, read on to learn four key steps to guide you in the right direction.
1. Always strive for more
Basic knowledge is never enough. PR professionals who wish to lead are constantly on the hunt for the latest industry insights. They fearlessly question, explore and seek to understand what might be out of their comfort zone. This can be done by being constantly up-to-date on market trends, adopting practical and constructive insights that can be infused into the workplace, comprehending market gaps, and building useful theories to bridge them.
Being a leader does not mean your learning process stops there. Thorough research in PR will position you as the ‘go-to’ person and agency within your industry. Whenever you research, you will better understand the pain points that your client faces, you’ll deliver new effective
insights, and will eventually build credibility and trust that your PR clients will absorb and appreciate, especially in such an evolving market.
2. Build a vision
The very essence of leadership is that you have to have a vision. In PR, your vision goes beyond a strategy proposal you share with a client, or a mission statement you tend to follow. PR leaders see beyond what the situation is and envision what it could then be. They always look ahead, anticipate trends, visualise where not only their company but also their clients can evolve. They share the vision of leadership within the workplace and manifest it in their actions, beliefs, and goals.
3. Value Relationships
As much as relationship-building can be key to the success of any business, it is even more critical when it comes to PR. As public relations is mainly about building connections and communicating with stakeholders – be it consumers, media, clients, or other businesses – it is important to effectively articulate your ideas and convey your objectives clearly. Even if you consider yourself a thought-provoking leader with a set vision, if you are unable to translate your ideas effectively, you will not only lose credibility, but also your clients’ trust as they consider you a reflection of their image to the public.
4. Focus on tech
Digital skills have become increasingly important across sectors. Having a basic understanding of social media, SEO and digital content creation can make you stand out from the pack. As the scope of public relations widens, the PR industry is beginning to use the tools of other communications fields. In order to smoothly transition into the future, leaders must be able and willing to develop these new skills and transmit such assets into their teams.
“How leaders do things is as important as what they do,” says Deb Radman, Former President of PRSA’s New York Chapter. Public Relations leaders have to develop their skills at the highest level to compete in today’s market. This is why it is crucial to put the above principles into practice to not only help your company survive, but also thrive at being pioneers in today’s challenging Public Relations field.
Written By: Hanine El Massri, Senior Account Manager at Atteline