Must-Have Skills at the PR 3.0 Age

Public Relations 3.0 is taking PR to the next level. What kind of skills do professionals need to meet the challenges of the PR 3.0 age? Take a quick look at the checklist below. These skills will put you one step ahead of the game!


You need to be constantly researching and be able to use the results to improve your communication activities.

Social media

It is not only about knowing technology, but it is also about the ability to search for trends across social media. Know how to engage social publicity (the social conversation). Use social media monitoring and listening, observe how social media reacts to your posts or what topics are the most interesting for your target audience.


Most websites are built by using CMS (content management systems) tools like WordPress, Joomla or Drupal. It is important to know how to manage these kinds of tools, especially how to run paid ads, define tags, metatags and build links.

Media relations

Traditional media relations are still a great way to inform journalists about the most important activities of your company. PR professionals should be able to interest journalists in their story e.g. by preparing a short, personalized pitch via Twitter or LinkedIn.

Blogger relations

Media relations is not only about building relationships with journalists, but also with bloggers and opinion leaders. They engage the public around them and can make this audience interested in your story. You need to understand and practice how to talk and cooperate with the blogging community.


It doesn’t matter if you are just working on a new press release, blogpost or Tweet – you need be engaging and relevant (always check spelling and grammar.

Creating content

You don‘t have to be a professional graphic designer or photographer, but you should know the basics of creating graphics. There are a lot of free tools to create beautiful presentations, infographics and illustrations – check out Prezi, Photoshop, GIMP or PicMonkey.

Measuring the results

A PR agency‘s clients like to measure the results of the PR activities – not only by the number of publications in the media, but also by the quality and engagement. Be ready to measure AVE (Advertising Value Equivalency), Facebook and Twitter engagement. On the internet you can find tools for that.


You do not have to design pages. However, you should quickly figure out how to change the content or appearance of your company blog or site. Basic HTML knowledge is also useful in e-mail marketing. Check out offers for online courses to learn the HTML language.

Customer relations

This is still the most part of PR. Your client wants you to take care of his brand, so he expects engagement to achieve common objectives. Be honest with your clients and flexible to their needs.