3個技能幫助 PR學生具優勢

3 skills to give PR students an edge

Source : PRDaily By Jackson Wightman | Posted: January 25, 2013

Recently, I met with a few of the fine people who teach at Montreal’s McGill University’s PR certificate program. The conversation got me thinking about what skills give today’s PR students an edge.

最近，我會見了一些在蒙特利爾的麥吉爾大學（McGill University）的教授PR證書課程優秀的人。在談話中讓我想起了些技能可以給現今PR學生優勢。

Certain abilities will always be needed to carry out successful PR. For instance, writing and managing relationships will always remain integral. If empathy is the ability to put oneself in another’s shoes, it is—for now and the foreseeable future— the most important skill for any PR pro (or marketer).

進行成功的公關活動總是需要一定程度的能力。例如，編寫能力和管理關係將永遠是不可或缺的。如果神領意會是進入另個領域重要的能力，它的確是－在目前及在可預見的未來-任何專家（或銷售商）最重要的技能。

However, new realities mean that skills once dubbed relevant for “others” now give budding PR pros a leg up.

Here are three such skills:

然而，新事物意味著，技能一旦授與 “另一個其他” 切題有意義者則幫助醞釀公關專業的提升。

這裡有三個這樣的技巧：

Writing code. I confess I haven’t ever written a line of code. It would be handy to know how. The incredible explosion of mobile has some saying HTML5 will be an essential skill PR pros. Time will tell. However, there are now many great courses on coding available online. Taking one will give you a knowledge base that will impress the older PR pros who seek to hire new Web savvy blood. 

編寫程式，我承認我從未寫過可測量的電腦語言程式。現在知道如何設計已很方便。

在這令人難以置信手機運用爆炸時代有些人說HTML5將是一個重要的公關專業技巧。時間會辨別。但是，現在在網上有許多豐富的編碼課程。擇一而學會給你些基礎知識，讓尋求僱用新網路新血的公關老手留下深刻的印象。

Shooting and editing video (well). A few years ago the Flip Cam took PR by storm. (My bet is the GoPro camera will be the next rage.) Cameras will come and go but the need for quickly produced, well-edited video is only going to increase. If you’re young and coming up you need to know how to shoot and edit footage. If you get an interview, I’d suggest showing a prospective employer samples of your video work. 

拍攝和編輯好的視頻。幾年前Flip Cam曾帶來PR的風暴。（我敢打賭，GOPRO攝像機將是下一波狂熱。）相機種類相繼推陳出新，但快速生製作一直是重要的，良好的編輯視頻需求只會增加。如果你還年輕來了，你需要開始知道如何拍攝和編輯拍攝素材。如果你得到面試，我會建議您為未來的雇主呈現出視頻作品的樣本。

 

The ability to turn off and focus. Many older people (even people my age, 36) assume millennials have no attention span. You grew up with the Web; you’ve had a mobile device in your hand for all of your adult life, and as a generation you’ve got a collective rep of having the attention span of a gnat. Regardless of perceptions, being able to turn off the phone, ply yourself away from instant messaging and social media is important. Turning off has become a skill in the digital age; like any skill it requires honing. 

關閉的能力和聚焦。許多年長者（甚至是像我的一樣36的同齡人，）對千禧年沒甚麼注意觀念。你與網絡一起成長，在你的成年生活你與手機相關設備息息相關，作為這世代人，你對些瑣碎事務有一共同意識。你可以關閉電話忽略某些感知，讓你自己遠離即時通訊和社交媒體是非常重要的。在數字化時代懂得關閉的技能是重要的，但它也向任何技能一樣，需要磨煉。

Jackson Wightman is the founder of Make PR, an online course that teachers startups and small businesses how to earn media coverage without the help (and cost) of a PR firm.
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