I’ve recently blogged about the true value of a media degree, and given a lecture to Birmingham City University Media students on breaking into the industry, but when asked what the 10 essential skills for the future pr practitioner are, I begin to stumble.

You see there are two different trains of thought to follow. The personal skills and the practical skills, both as incredibly important as each other. Indeed, no amount of on the job training can teach you how to handle a particularly tense meeting where your client is asking for the world (managing expectations being a current buzzword of mine), but then, being a born communicator can’t help you create new content or understand your SEO from your PPC.

No, the pr of the future needs a mixture of personal skills, practical skills and an understanding of some key points. So after much deliberation here’s my list of 10 essential skills of the future pr professional, by no means exhaustive, but a good start for anyone looking to make their mark…

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