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[Music] about 15 years ago I worked for HP in the imaging and printing group at that time it was the profitable side of the HP business and we sold printers to enterprise customers SMBs and consumers now this was early in my career I was a digital marketing manager responsible for paid search I also did some SEO and landing page optimization and we had an agency back in the day called performance and they were responsible for helping me launch programs and campaigns and do all the media buying for paid search one year we were planning for a product launch and I think I might have been one of the early versions or models of the all-in-one printer and we had these integrated marketing managers and these were leads who are responsible for wrangling everyone internally making sure that we were all coordinating plans as we prepared for the product launch and in one meeting I think it might have been like a week before launch we had talked about our plans our program our strategy and our KPIs and for us our KPIs were both financial and non-financial we were measuring clicks sales to the HP store engagement conversions etc and when the PR team presented their KPIs I remember them saying very clearly our main KPI is to increase share voice by 15% I walked out of that meeting thinking well they have an easy job now fast-forward fifteen years later and I'm just starting at xeno and I'm in Chicago for a new business pitch and I'm in a room with 10 or 12 others from the Chicago office and after about five minutes of introductions and talking about this pitch I realized right then that I was the dumbest person in the room I say all this because working in PR is not easy in fact it's very difficult and I want to take just a few minutes today to talk about what skills are needed to be successful especially today if you want to pursue a career in public relations and there are five things that you need to know number one you have to be a good writer I'm not talking about spelling or grammar or whether or not to put one space or two space after a period that's a given I'm talking about the ability to use words to persuade an influencer the ability to write headlines that drive action whether it's a blog post a byline social content or a subject line in an email and in some cases even the title slides of a PowerPoint presentation need to be written as if it was a headline second you have to have strong relationships and you have to be good at being in relationships a strong media strategist is connected to and conversing with reporters pretty much on the daily and this means giving without any expectation of receiving anything in return it's called reciprocal altruism if you give information to a journalist to help him or her do their job more effectively like access to an executive or early access to a product or maybe some data I guarantee you they will call you when they're writing a story so if you're early in your career start your relationships with the media without expectations otherwise you're going to be disappointed time and time again when they don't return your emails or they don't pick up your phone calls you aren't expected to walk into a career with relationships right this takes time it takes sometimes years to build relationships with the media so take your time but be rigorous in doing so and number three is you have to have and/or learn to master the gift of gab that's a better way of saying you need to learn how to communicate and tell stories I'm not talking about dominating the conversation or not allowing others to speak that's narcissism I'm talking about having a discernment to realize when it's your turn to speak that when you do you capture the attention of your audience and you compel them to listen to you if you work in PR you work in sales and your job is to pitch the media and if your pitch is weak and you're not capturing the attention of that journalist when he or she picks up the phone or you meet in person then you've already lost just like writing headlines your words and actions even your nonverbal communication has to persuade and influence others and remember not everyone is born with this gift it takes time and practice so the more you do it and fail the better you get the fourth thing you need to know is business strategy I can guarantee you people like Meg Whitman Satya Nadella Tim Cook Elon Musk Marc Benioff all have senior PR advisors giving them counsel especially during times of crisis or as an example what we're dealing with today Kovan 19 and how it's affecting your business your revenue your channel partners and your employees this means that you have to understand how the US economy works foreign markets and cultures where your products are made in a assembled the basically the entire supply chain all of these factors represent business strategy and executives are looking to you on how to communicate who to communicate and when to communicate to the public and lastly it's data now if you watch any of my videos before you should know that you do not have to be a data scientist to understand data in fact you don't even have to like math at all or understand basic arithmetic there are tools and software out there that can help you surface and analyze data what you need to learn how to do is make it actionable and tell stories using data again you don't have to be a data scientist and if you use a calculator or Excel like I do that's completely fine so taking all of this into consideration if you want to pursue a career in PR or you work in PR and want to elevate your skills learn these five things writing relationship building the gift of gab business strategy and data buckle up it's not easy but in the end you might be that one that executives look to for advice thank you so much for watching this video today thank you so much for your time please be safe be careful be blessed and I'll see you next time [Music] [Music]