It was Daniel J. Boorstin, an American historian at the University of Chicago, who once remarked, “Some are born great, some achieve greatness, and some hire public relations officers”.
Although this statement was made many years ago, its relevance and truth still endures today. In fact, the importance and value of public relations is likely to continue to be emphasised in the coming decade.
So, what has changed? PR experts and organisations have continued to stress the significance of the industry and its role, asserting that effective communication should be a priority for any organisation
with stakeholders.
And why now? Globally the communications industry has experienced robust growth, and is now valued at $97 billion, up from $88 billion just three years ago.
Interestingly, and based on a 2022 study issued by Statista, the industry is expected to surpass $129 billion in value by the end of 2025.
According to a study by Dennis L. Wilcox, Ph. D. Professor of Public Relations and former Director of the School of Journalism and Mass Communications at San Jose State University, California, there are over three million PR practitioners worldwide.
These practitioners face constant challenges amid a rapidly changing world. As narrative shapers, image builders, and reputation protectors, their role has become increasingly vital, and the stakes are higher than ever.
The key elements of narrative, image, and reputation mentioned above are in line with the current market demands and trends. According to a study published on the Prowly website, courtesy of Ragan Communications, marketing and internal communications are often seen as the closest allies of PR.
The study found that 60 per cent of the respondents identified marketing and internal communications as the areas that are most likely to be ‘aligned’ with PR in the future.
The study also unveiled crucial attributes that are vital for PR practitioners as they move forward. Flexibility emerged as the top attribute with 72 per cent, closely followed by creative thinking at 70 per cent.
These two attributes transcend mere skills and encompass a mindset that is crucial for the industry and PR practitioners. When it comes to flexibility, PR practitioners must be agile and versatile.
Likewise, creative thinking, which ranked second, is a significant attribute that is needed to consistently demonstrate their value and indispensability to both their organisation and clients.
Lastly, important statistics also published on the Prowly website, provided by Muck Rack in 2022, highlighted the essential skills needed for PR practitioners in the future.
Storytelling emerged as the top skill with 72 per cent, followed by social media at 61 per cent, writing at 60 per cent, and finally digital at 58 per cent.
PR practitioners must proactively lead the ‘re-engineering process’ of communication to maximise its potential. This responsibility goes beyond industry and regulatory bodies, as individuals within the field must adapt and embrace change.
The emphasis on flexibility and collaboration with other departments signifies that PR practitioners are no longer mere task executers but rather agents for change and progress.
Taking an objective and unbiased approach, I aimed to identify the fundamental qualities of the modern PR practitioner, regardless of their skillset, competence or delivery.
These qualities are seen as prerequisites, similar to technical skills for an engineer, legal expertise for a lawyer, or medical knowledge for a physician. So, what constitutes the DNA of the new PR practitioner?
I believe it comprises three vital virtues: courage, conviction, and composure.
Courage, the most crucial virtue, transcends physical strength, as stated by J.R.R. Tolkien: “It is not the strength of the body that counts, but the strength of the spirit.”
In our industry, it’s not just about skills; it’s about mindset. As French artist Henri Matisse said: “Creativity takes courage.”
Courage encompasses both thought and action, making it the defining virtue for PR practitioners today and tomorrow.
Conviction, the second virtue, follows courage as the ability to persuade and convince others. It requires years of experience, the skill of understanding people, and active listening.
Building conviction is a challenging endeavour, making it the second leg of the virtues for the new PR practitioner.
Composure is defined as maintaining calmness and self-control. It is a complex virtue, as it requires managing emotions – a challenge for PR practitioners and humans in general.
Composure enables peace of mind, internal harmony, tranquility, stability, and impartiality. Together with courage and conviction, these three virtues create a powerful dynamic that propels PR practitioners further, longer, and faster.
Whether you’re a PR practitioner embracing change or a stakeholder seeking greatness through PR, keep in mind that courage strengthens your confidence, conviction drives success and relevance, and composure cultivates empathy and passion.
These are the matters that truly matter.
