By Remy Raitt

According to Gallarelli, PR practitioners who do, “can deliver the required range of skills at a high level, or know how to quickly access someone else who does, and can manage the process in its entirety”. She says the days of only wearing one hat are over. “Successful agencies are extremely dynamic and flexible places with job descriptions and skill sets changing all the time.”

Talent tops the list

One thing that hasn’t changed is that talent is the biggest driver of success. And, as Gallarelli mentioned, modern PR professionals require an arsenal of skills.

According to a survey conducted by The Holmes Report and ICCO as part of the World PR Report 2015, attracting top talent is still a big concern for PR agencies. “Modern public relations requires a much more diverse set of skills,” says Paul Holmes, founder and CEO of The Holmes Group. “PR firms are increasingly worried about being able to find people with those skills.”

Stepping up those skill sets

So, to succeed in 2015, step one is to find a team who can excel in their varied positions. Gallarelli says these are the bare minimum services an agency should offer; traditional and social media strategy, social media content creation, writing skills, media lists (segmented and graded), influencer mapping, crisis communications experience, media and social media training, speech writing, event conception and management, and monitoring expertise.

Dig into digital

Judith Middleton, CEO of DUO Marketing + Communications says the silos that traditional media once operated in have been smashed. “There’s been a shift; PR now uses measurable digital tactics,” she says. “This has closed the commercial loop on PR and now we’re able to report on the specific commercial value of PR.”

“PR agencies have to be aligned with Google,” says Middleton. “Google can be your biggest friend or enemy, but it’s imperative your PR is dovetailed in the direction Google is going.”

Cutler PR mirrors this sentiment; “To keep up with the future of public relations, professionals need to get their hands dirty in analysing conversions in order to assess big data and predict trends.”

But Gallarelli says there’s no one over-arching way to measure and quantify PR tactics.
“No one tool meets every need, there is an optimal bespoke mix for each client or campaign. There is now a premium on the ability to determine which tools to use and how to report back to clients in a way which delivers real insights and key learnings rather than drowning them in data or over-claiming on AVE or Brand Impressions.”  

Savvy social media

Gallarelli says all social media should start with a strategy which determines the most relevant content and channels for the brand or campaign. “Being everywhere on every platform is usually counter-productive or wasteful,” she advises.

Middleton says the depth, engagement opportunities and the broad reach social media offers should not be squandered. She also says the metrics social media deliver on your client’s brand are extremely valuable.

The modern day press release

“A lot of press releases need a wake up and a shakeup,” says Middleton. She says they have to be thought of broadly. “They are still the lifeblood of the profession but now the media might use them in new ways. We add Google trackers in the releases and include direct links to websites and then we’re able to show their worth through Google Analytics.”

Gallarelli says eye catching headlines and subjects lines, hyperlinks, ready-to-go tweets and visual material will assist time-strapped media.

Middleton believes these shifts in the industry are making PR professionals relevant and invaluable. “Thanks to these changes PRs are earning their seats at the boardroom table,” she says. “They also help to make this job very fulfilling.”

What else should the modern-day PR agency be offering? Tell us below.