Marketing & public relations associate skills for your resume and career

First and foremost, the ability to tell a story. Does your cover letter convey who you are and the major milestones of your life and career in logical, chronological order? Each and every bullet point in the experience section of the resume should tell specific stories of what you contributed to the business/cause, the results of your efforts (quantitative and qualitative results are key!), and the growth you enjoyed (were you promoted? given increasing responsibilities?). Every point should be considered a stand-alone story, conveying a message you intentionally want to convey about yourself.

Second, find ways to demonstrate you understand the value of networking. One way is to have a section on professional affiliations (like PRSA or PCC), pre-professional affiliations if just starting out your career (PRSSA or PRSA YPN), or reference networking events or conferences you've attended.

Third, since you are constantly swinging across various industries throughout your career, being interested in many topics, issues and industries are key. Can you show you are open to change and have a wide array of interests and passions? Also, if you have causes or issues you are passionate about, make sure you share them on the resume and/or in the interview. Take any chance to show who you are as a person and what makes you tick. Authenticity is key.

Lastly, as PR is a creative field and you need an open mind to solve your client's most pressing problems, you'll want to demonstrate that you value iteration as a core principle ("Yes, and..." in improv terms). You can show this either by the extracurricular section of your resume, through examples in your experience section, or even in the interview itself.

Demonstrate you have experience with the tools that professionals regularly use, such as media list building/research (e.g., Cision or Just Reach Out), data analytics (e.g., Google Analytics, Hootsuite), and strategy/messaging (e.g., media pitching, message maps, strategic planning/creative briefs). You also will want a portfolio with real work for real clients (e.g., client presentations, press releases/media alerts, media plans/media lists for real clients, social media content, event management, influencer marketing, etc.). The tools evolve, so LinkedIn certifications are an easy way to supplement your experience.

Rapid and changing from competitors who offer advanced textual intelligence systems to track brands, employees, competitors, public figures, customers, and more.

Graduates entering the workforce in the coming years will need to be flexible, nimble, technologically savvy, and self-directed. Working remotely is not new, but it is now the way of working for many people, and aspects of that are expected to endure, even once the pandemic subsides. This means having the discipline to get work done on their own, as well as the ability to cultivate connections in remote contexts. Graduates should also hone their digital and social media skills, and perhaps even digital content creation and delivery skills.

Despite the changing environments that have come to define this pandemic-influenced market, the ability to write and convey concepts remains a foundational skill. Also, having a knowledge and affinity for issues related to diversity, equity and inclusion will be key as our nation (and the broader global arena) grapples with issues related to race and privilege.