This post is presented by AirPR, a technology platform to increase PR performance. The San Francisco-based technology company is passionate about using data to show the true impact and value of PR.
PR education is changing dramatically to better align with the communication challenges businesses are currently facing. I’ve been teaching on the college/university level for 10 years. Years ago, my curriculum focused on media relations and relationship building with journalists. Today, the activities in my classroom seek to create learning experiences that aid in molding the modern communicator.
Introducing new skills and competencies prepares professionals for the communication complexities.
From my experience, there are five key traits and skills students need to develop during their PR education in order to be successful in today’s business environment: