No single set of skills will match the requirements of every PR role, but we found that most senior-level PR pros we asked - from agencies, nonprofits and major corporations - are looking for a group of skills that match today's marketplace trends. Companies need employees who can put PR in a global perspective, who have stamina, and who can balance their creativity with their business savvy (or, in one of our advisor's words, "The Osbournes" with The Wall Street Journal). Read on for more on what some of our PR NEWS Advisory Board members want in their candidates. Alisa Fogelman-Beyer, GM, Hill and Knowlton, DC The agency world has always been tough, but today's PR professionals need to be even more skilled than before. We are up against tremendous obstacles - from dealing with difficult economic times, facing challenges in our clients' industries, to dealing with the media in a post 9-11 world of constantly breaking news.
Finding the Ideal PR Candidate
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