Public relations internship skills for your resume and career

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.

I don't like the metaphor of "soft" and "hard" skills or use that terminology myself. The label "soft skills" diminishes their importance and devalues the disciplines connected with their development. Let's call them interpersonal skills. In PR, the ability to tell a captivating story that makes readers care or being able to show what value a story brings to your client is driven by emotional intelligence. Being able to work with others, adapt, and creatively tailor your ideas to suit the interests, feelings, and motivations of your audience is very important.

There are only three things necessary for a successful journalism career: excellent writing skills, an undying sense of curiosity, and belief in yourself. I would suggest freelancing for local media. It doesn't matter what medium a student prefers; everything in journalism is firmly based on the written word, be it scripts or articles. Write and then find someone better than you who is willing to slaughter your work to make it better.

Recent graduates should focus on outcomes, specifically how they can help companies or organizations achieve the same or better results during a crisis. This requires being detailed-oriented, flexible, and innovative. Graduates have an advantage because they are new, so adjusting to different situations is something these graduates are already capable of doing. Being flexible means being willing to take on tasks that will challenge you in your field. This will also be a plus when preparing to apply for promotions or new positions.

Here is a brief description of the top nine transferable skills that student graduates vitally need to succeed effectively and efficiently in this constantly changing world.

Analytical and Critical Thinking. Employees with these competencies recognize there may be more than one valid point of view or one way of doing things. They evaluate an issue or problem based on multiple perspectives, while accounting for personal biases. They are able to identify when information is missing or if there is a problem, prior to coming to conclusions and making decisions. 

Applied Problem Solving. People with this skill recognize constraints and can generate a set of alternative courses of action. They are able to evaluate alternatives using a set of criteria in order to select and implement the most effective solution and monitor the actual outcomes of that solution. They are also able to recognize there may be more than one valid point of view or course of action.

Ethical Reasoning and Decision Making. Workers trained with these competencies can assess their own moral values and perspectives as well as those of others. They are able to integrate those values and perspectives into an ethical framework for decision making. They consider intentions and anticipate the consequences of actions, both at the personal and social levels, and understand the ethical principles that apply to a situation before making decisions. 

Innovation and Creativity. People with these competencies challenge existing paradigms and propose alternatives without being constrained by established approaches or anticipated responses of others. They bring their knowledge, skills, abilities, and sense of originality to the work that they do. They are willing to take risks and overcome internal struggle to expose their creative self in order to bring forward new work or ideas.    

Digital Literacy. People with this competency have expertise in evaluating sources of information for accuracy, relevance, purpose, and bias. They respond quickly and creatively to emerging communication technologies and to the changing uses of existing technologies. They recognize how the basics of effective communication persist as the technological landscape evolves and changes while also recognizing the opportunities created for new and innovative approaches to get a message across. 

Engaging Diversity. This competency makes employees understand that diversity provides a broader perspective, giving an organization a wider range of options toward resolving challenges. Such employees have the ability to see others points of view and recognize that only seeing things through one’s own culture and experiences is an impediment to achieving goals. They possess the cultural humility to acknowledge their own biases and to manage the conflicts that are inevitable in an increasingly diverse world. 

Active Citizenship and Community Engagement. Employees with this competency understand that creating change and opening paths to new futures starts with the active participation of citizens in their local communities and even spans globally. They actively engage with their communities, because they know that their contributions impact the community and that their engagement with the community in turn shapes them. Through coursework, participation in service-learning projects, and volunteering, they have developed and fine-tuned their awareness of social and cultural differences, of the dynamics and needs of the local as well as global communities and are active citizens who engage with their communities to find new futures. 

Teamwork and Leadership. Employees who possess this ability are able to both lead and be a part of a cohesive group. They understand their roles and responsibilities within a group, and how they may change in differing situations. They are able to influence others as leaders or as contributing members and have the willingness to take action. They leverage the strengths of the group to achieve a shared vision or objective. They effectively acknowledge and manage conflict toward solutions.

Oral and Written Communication. Employees with these vital skills have the ability to intentionally engage with various audiences to inform, persuade, and entertain. They are able to demonstrate their proficiency and expertise in various means of oral and written communication. They can create effective relationships with an audience as they keep in mind the needs, goals, and motivations of all involved. They are able to ensure that the communication they create is functional and clear to achieve a desired outcome.