By Darren Gilbert

In fact, as Carine du Pisanie, PR executive at Y&R South Africa points out, while the news cycle has shrunk to a few seconds, the most of the basics have remained universal and true to the academic writings of Gruning & Gruning and their Excellence Theory.

The written word is still essential

As much as there is a push for more visuals in every piece of communication that is put out there, strong writing skills will never go out of fashion. If there is a business out there that needs to advertise, market itself, or gain publicity, there will always be a need for writing.

More specifically, good writing. And those who have the skill to produce it will go far.

Du Pisanie explains: “It goes without saying that good writing skills remain universally essential for anyone practicing the craft of public relations.” And while many publications or blogs may lean towards a variety of audiences, it’s still a PR’s job to provide articulate writing at all times, she adds.

Ability to adapt

Anyone who is in the work force will be able to tell you that it is only after you leave university that the real learning begins. One of the things you should learn is how to adapt to your environment.

“Life in PR is a juggling act, and you need to know how to manage your workload and the expectations of your clients,” writes Dave Fleet, senior vice president, Digital at Edelman.

“Boundaries between disciplines are fading and clients want market-changing ideas,” says Du Pisanie, “even if it’s not strictly confined within the discipline.” Therefore, you have to constantly evolve your skill set and adapt to the environment to solve a problem.

Emma King, co-founder and MD of The Friday Street Club agrees, adding that today, PR professionals and agencies shouldn’t even see boundaries. “PR is not just about media relations. It’s about why not be a pop-up event? Why not take on branding and work out brand communication?”

Understanding analytics and data

While traditional writing skills and the ability to adapt are essential, with the increased focus on social media and digital channels the need to understand analytics and interpret data is crucial for success. This, however, does not mean just having a simple understanding, writes Arik Hansen, principal of ACH Communications.

“Most people have a cursory understanding of Facebook Insights, Google Analytics and other platforms, but can they translate [the] data into actionable ideas and approaches?” This is where their true value will be found.

At the same time, there is a need for solid reporting, adds Hansen.

“I’m seeing the emergence (or evolution) of a much more crucial skillset: the ability to produce reports with context, actionable intelligence and clearly articulated next steps,” he writes. If you look at what makes up solid reporting skills, Hansen points out that it’s the ability to not only report on the data, but to make it come to life.

What other essential skills does the modern-day PR professional need? Tell us below.