When it comes to the leading PR professionals in our field, the best continually look to get better.
This isn’t limited to the world of PR – it’s true of successful individuals in any trade. Entrepreneurs such as Bill Gates and Warren Buffett are avid readers and noted continuous learners. Walt Disney was constantly focused on improving the experience for patrons at Disneyland. Increasing your knowledge and strengthening any vulnerable areas is how successful people remain successful.
There’s always some area of professional development in which we can improve, be it something like tracking analytics or enhancing client relations. And opportunities are available for those who seek them. Here are five ways PR pros can continue to grow and increase their value around the workplace.
1: Establish Where and How You Wish to Grow
As with any excursion, it’s important to first pinpoint where you want to go before charting your path to getting there. Identify the specific areas in which you’d like to master or grow stronger professionally – and don’t be afraid to be ambitious. Think lofty and set objectives accordingly that will guide how you’re progressing toward this goal. Maybe your focus is business development and one of your goals is to secure new business and bring a new client into your PR firm. An objective toward that goal could be to attend two or three new business events a month to track down leads for new partnerships.
2: Network, Network, Network
As Kima Greggs said on HBO’s The Wire, a policeman is only as good as their informants. Similarly, a PR pro is only as effective as their business sources. Networking is invaluable to finding new business leads to pursue and bring into the fold. It helps you stay current and up to date on any developments that occur within your industry. In addition to expanding your social tree, networking with other PR professionals can lead to informal brainstorm sessions with other individuals who are targeting similar customers. This can help you learn new solutions to common workplace challenges and new approaches to business projects.
3: Stock Your Reading List
From books to blogs to trade pubs and email newsletters, there is plenty of literature at your disposal to help with professional development. You can scan periodicals and PR blogs like PR News Blog, Spin Sucks and Ragan’s PR Daily for reports, how-to articles and infographics on the latest industry news and happenings. If you’re hard-pressed for quality reading time, you can turn to a host of podcasts to bring you up to speed on industry trends and developments. Whichever your medium, make sure to employ the resources you’re most inclined to use. You can seek these resources out or have them delivered to you via subscription or notification to your home, office or inbox.
4: Attend a Workshop or Conference
Whether you’re looking to brush up on crisis management skills or learn more about emerging industry topics and trends, single-day workshops and conferences are available for enterprising professionals looking to further augment their skill set. The Public Relations Society of America offers a list of upcoming training events and conferences, both online and at various locations across the country. Your local PR network can also be a resource in this area – find what’s taking place near you. These events can help spark learning and creative practices for you to apply in the workplace. And for bonus points, attending these events can serve as a tremendous networking opportunity.
5: Take a Course and Get Certified
There’s no better way to broaden one’s skill set than to go back to class, and in this day and age, education can be quite accessible. PR pros can enroll in online courses or research video tutorials and TED Talks on the web. To make sure you’re targeting subjects and themes that will provide the most value, identify areas in your field that are in demand. Pursue those areas and consider certification. By earning professional certification, you’re receiving tangible proof that you’ve broadened your skill set. Should there be a course cost, chances are your employer will take care of the bill. Additionally, continuous learning helps you grow your professional network and can lead to other new opportunities.
PR pros are capable of achieving amazing results, so long as they continue to push themselves outside of their comfort zone and further develop their skills. Albert Einstein said, “I have no special talent. I am only passionately curious.” Find your inner curiosity for the things you have yet to master and let it drive you to new peaks.