Jim James identifies three core skills every PR professional needs: knowing the key influencers and journalists in your space, understanding which topics are currently hot versus stale, and mastering how to package and time information for maximum impact.
Hello and welcome to this edition of PRFAQs. My name is Jim James. We are recording this here in our Beijing studios of EastWest. One person who was thinking about gaining a job asked, what is some of the essential information that everybody in PR should know? It's a broad topic because PR can encompass many, many different aspects— government relations, consumer relations, or business-to-business PR. So there are many, many different aspects, but really a core and essential skill set that everyone should have, or some knowledge, is who's who in the media. Clients come to PR agencies because of the relationships that we've got with the media Or with governments or with analysts. So we have to know who the people are that are movers and shakers in our industry and the industry for our clients. The next thing we really need to know is what's hot and what's not. Clients are working inside their organization, and for them, everything that they do is hot. That is their loyalty. The role of the consultant is to share with the client whether they're being hot or if they're not being hot, and what topics in the media are going to really help the client get their message out there. So perhaps the third most important knowledge or skill is how to know when to package and how to package information. There's lots and lots of information out there, but how do we set the context? How do we get the timing right? How do we make it look and feel like the sort of information that the media or the analysts and their audience will want to know? So many, many skills in PR. This is just some of the key things. Know the key media, know what they're talking about and what they're not talking about, and how to get your client in front of them with what's hot for your client. So I hope that answer that FAQ will maybe add some value for you. So thank you for that. If you've got a question, please feel free to send it to us on our website or to send it to us on Twitter or Weibo to @EastWestPR. My name is Jim James. Thank you for tuning in.
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