2016 PRSSA National Conference Session Recap: Disrupting The Norm

Session: Disrupting the Norm

Presenter: Fred Cook, CEO, Golin

Recap: The public relations field is constantly changing. New technology, tactics and strategies are always emerging and causing industry professionals to evolve their skill sets. However, the basic elements of public relations still play a vital role in the field. Fred Cook knows that combining all of these makes a professional most valuable. Below is advice that Cook shared with aspiring public relations students:

Key takeaways:

  1. Employers look for those whom can think critically and solve problems.
  2. Writing is still the most important skill.
  3. Strategic planning, analytics and public speaking are skills that applying employees should now possess.
  4. Lifelong learning is an absolute must to stay on the cutting edge in the field.
  5. There’s no “set path” for a career in communication – be prepared for the bumps, curves and crossroads that may come along.

Natalie Gloady is a senior at Waynesburg University, where she is majoring in public relations and sports information. She serves as the public relations director for Waynesburg PRSSA, as well as an account executive for Red Brick Communications. Natalie hopes to pursue a job in the sports industry as a social media coordinator or publications director post-graduation. Follow her on Twitter or connect with Natalie on LinkedIn.


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