PR pros commonly say they love their jobs because no day is quite the same. A given day for a communications professional can include many different, exciting challenges—from handling media relations during a front-page crisis to implementing a new social media platform to coordinating the latest corporate sustainability initiative and everything in between.
Writing well is still the coin of the realm for communicators. But, in a digital age, PR pros who want to enhance their value must tailor their writing for SEO (search engine optimization).
To handle the unexpected successfully, the public sector executive will need to gain a better understanding of how to best respond to each type of media.