Public relations managers are often seen as necessities for large companies and multinational conglomerates, but in actuality, many small and mid-sized businesses can also benefit from their services. If your company is looking for effective ways to improve client engagement and heighten brand awareness, a qualified PR manager can be a valuable resource. Of course, to maximize your public relations endeavors, you’ll need to be discerning when choosing the right person for the job. To ensure that this important position is given to the best candidate, be on the lookout for the following qualities.
Experience with Social Media
In recent years, social media and public relations have become intrinsically linked. As Inc.’s Murray Newlands points out, social media provides both current and prospective clients with a platform for engagement and communication. Not only is promoting a business through Facebook and Twitter free and easy, it’s also incredibly effective. With that in mind, look for people with ample experience in social media promotion. The successful candidate should be able to compose snappy, on-point posts, possess a solid understanding of what is and is not appropriate to share online, and know her way around the web’s most popular social media outlets. Even if certain portions of their respective user bases overlap, today’s most prominent social media sites are very different animals. As such, your ideal PR specialist should understand the individual perks of each site, as well as how to use them to your company’s full advantage.
Fantastic People Skills
Fantastic people skills should be a prerequisite for any PR specialist you welcome onto your team. Although public relations managers are called upon to wear many hats, at the end of the day, their job is all about interacting with people. The right fit will be able to offer thoughtful responses to comments left on your social media accounts and engage prospective customers in way that makes them feel valued. This person will also be responsible for interacting with media outlets, potential business partners and other important figures, so their tact, wit and politeness should be well above-average.
Strong Background in Writing
Public relations managers spend a substantial portion of their time writing. Short and long-form press releases, blog posts and social media updates are just a few of things that a PR specialist pens on a daily basis. Since your resident PR guru is expected to be a skilled wordsmith, it helps for him to have a strong background in writing. During the interview process, request to see writing samples that run the gamut from business-oriented professional pieces to narratively-focused creative projects. The ability to write in a variety of voices is a huge plus, as this ensures that he’ll be able to communicate your message across multiple mediums.
A qualified public relations expert can do your business a world of good. Making prospective clients and media outlets more aware of your brand and getting customers to feel more engaged is all in a day’s work for a good PR manager. Still, not all PR professionals are equally experienced and tactful. When searching for a public relations specialist who’s right for your company, look for someone who’s well-versed in social media and possesses solid people skills and a knack for writing.