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Technology is constantly shifting and the PR landscape is forever evolving. Despite the new tactics and changes in the communication landscape, there are some skills that will always remain essential for PR professionals.

To be successful in PR, you need a dynamic set of skills including but not limited to research, writing, people skills, and tech savvy. PR professionals who want long-term success and growth need to be flexible, and they need a desire for continuous learning. Here are six essential skills for a modern PR professional:

Empathy

Empathy is the ability to put yourself in someone else’s shoes, to understand their thoughts, feelings and experiences. As a PR professional, empathy is necessary to understand and get in touch with your target audience. . Empathy means not viewing the findings of the research through the lens of your own feelings and experience, but through the eyes of your target audience.

Writing

This is a given. PR professionals are constantly producing written content for the pubic. Whether it’s a press release, blog, email, or social media caption, it is important the the words that we deliver to the public or press are engaging, interesting, and well-written. Proper prose is a must in PR. To be a good writer, practice makes perfect. Reading a lot also helps improve your writing skills.

Social media

With the proliferation of different online platforms, the landscape of PR and communication professionals has changed rapidly. From the way people consume news to how journalists find story ideas, everything is different. Understanding the ins of outs of social media, best practices, and how audiences and media personnel engage with different platforms is crucial as a PR professional.

Social media monitoring

Social media monitoring is a valued service that PR firms can provide to businesses. Social media monitoring has many functions, from competitor analysis, to evaluating what people are saying about a brand, to getting information about customer support and sales. Social media monitoring can be a very useful skill to have as a PR professional to boost your career.

Curiosity

Curiosity may have killed the cat, but it also advanced the PR professional’s career. Curiosity is a must when it comes to being a standout PR professional. There are so many ways to learn if you are open to it, and learning new things open doors to many opportunities. An active investment in learning, whether formal or informal, is necessary to a successful PR professional. It always helps to know more about the industry you’re working in, the industry your clients are engaged in, and what’s happening in the wider world.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.