Writing in his 21st Century Communications blog, Marcel Goldstein of Ogilvy PR Worldwide says university and internship training now gives most young PR professionals a good understanding of communication theory and the mechanics of public relations. But many, he adds, are lacking three key "starting gate" skills.
- Writing skills: "Few read enough and read enough of quality to become good writers."
- Studiousness: "Success in our career requires a thirst for learning."
- Agility: "A new public relations professional must be flexible, adaptable and quick to comprehend the need to change in client and team situations."
To read the rest of Goldstein's comments, here's a link to his blog.